The story of Edward Cole and his inspiration for the extraordinary “Rapide” from Tire'd Watch Company began more than 20 years ago. Driven by his passion for BMX, mountain biking and cars, Edward Cole created a unique and brilliant watch.

The “Rapide” combines robustness and sophistication in an innovative design based on an ingenious idea. Few watch brands offer a combination of tactile, visual and emotional stimuli. Above all, it enables the use of recycled materials (rubber for the strap and titanium for the case, crown, bezel and folding clasp) and allows the consumer to be environmentally conscious without having to compromise on quality and style.