During a recent hour-long interview with Richard Mille brand director Alexandre Mille, words like connection, friendship and encouragement frequently emerge.
The engaging discussion also featured five of the brand’s partners, all accomplished athletes: Mutaz Essa Barshim (high jumper), Miles Chamley-Watson (fencer), Mark Cavendish (cyclist), Felipe Massa (former F1 driver) and Wayde van Niekerk (sprinter).
Each of them has a story to share about how a Richard Mille timepiece acts as their partner in achieving precision, excellence and timing. Mutaz says: “As a high jumper, I view my sport as highly technical, where precision, timing, and execution set athletes apart. My training emphasises quality over quantity; I don’t practice jumping excessively but instead focus on understanding the how, why, and when of each movement. Every exercise is meticulously examined on video to correct even the smallest details, which many people tend to overlook.”
He explains that even after winning a championship in the high jump, his coach may critique his performance as they prioritise long-term consistency over individual successes. This commitment to quality reflects the ethos of the watch industry, where the Richard Mille brand values craftsmanship over mass production.
The quality and attention to detail in the timepieces resonate with Mutaz, as wearing a Richard Mille watch during competitions serves as a constant reminder of these values. Mutaz jokingly notes that he loves watches as much as his wife loves her accessories. He continues: “Being part of the Richard Mille family fills me with pride; it’s not just about the accolades, but about representing a brand that values quality and precision.”
Fencer Chamley-Watson agrees with Mutaz and adds that, as a professional fencer, timing and precision are the difference between winning and losing. He says: “If I’m off by even a centimetre, it can make the difference between winning and losing. From a young age, I’ve always had a different approach to how I fence, which creates the perfect relationship between me and the brand.”
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Chamley-Watson says taking risks is integral to his life, a philosophy that the Richard Mille brand also embodies. “When you spend time with us, you’ll notice that we share a unique bond — a certain je ne sais quoi, as the French say. This family connection adds to the honour of representing the brand and enhances the joy of working with people you genuinely care about.”
The fencer also agrees with Mutaz that it is a privilege to compete while wearing a Richard Mille timepiece, as every time he glances at it, it brings a smile to his face. “No one else in my field has such a stunning piece on their wrist. For me, this relationship is the ideal blend of passion and camaraderie — it feels more like family than a job,” he adds.
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Another perspective comes from cyclist Cavendish, who adds that there is a traditional way to do things — whether in watchmaking or a brand's marketing operations. However, there is no adherence to the rulebook. He continues: “You do what you want; you have your own approach to horology. It’s like, ‘How do we do it?’ This is what is conventionally done, but now we want to take a different path. I believe everyone who works with the brand, whether they are part of the company or ambassadors, distinctly approaches their work.”
Cavendish notes that the team sitting in the sports bar of the Richard Mille flagship boutique, a 700 sq m space at 1 St Martin’s Drive on Tanglin Road, knows that they are not conventional in their respective sports. Similarly, anyone who works at Richard Mille does not follow conventional standards either. From how everyone interacts to how they function and create the watches, it is far from traditional.
Sprinter van Niekerk then weighs in, saying: “When you talk about the precision of things, there needs to be a sense of freedom because every day we put in so much hard work, striving to delve into the finest details to become the best version of ourselves as individuals. I believe that creates a beautiful synergy with the brand, as we are both committed to hard work and meticulous efforts, all for one outcome.”
For him, it is 43 seconds, and then it is all over. He finds it fascinating that, when discussing precision, we are also talking about the daily sacrifices, disciplines, and values that we uphold. He adds that brand director Mille has told them that a specific champion or a particular personality or image does not define a theme.
It is about a holistic, balanced perspective that allows van Niekerk and the others to perform at their best during world championships or the Olympic Games, ultimately enabling them to achieve their highest level of excellence. “I think this also ties into my point about timing. For me, it was quite beautiful to sign with Richard Mille just a few weeks before the Olympic Games,” he adds.
Massa, one of the brand’s very first partners, sums it up by saying that they all represent different sports: “Yet the pursuit of perfection is the same for everyone. Each of us has a unique style when it comes to wearing the watch — the colour, the material, whatever it may be.” He firmly believes that the love they share for the timepiece is reflected in the amazing stories they all have to celebrate, as well as in the difficult moments of their lives, where Richard Mille has always been their constant companion.
To highlight the themes of precision, excellence and timing, Mille points out that the only aspect Richard Mille and these athletes may not share among those qualities is timing. He adds: “The only aspect we don’t share is timing because these guys have to compete and must be ready for that competition, and everything, including precision, has to be perfect for it. We are fortunate enough not to worry about timing. We control our schedule, and since we stopped participating in any fairs or events, we announce a watch when we believe it is ready. So, when it comes to timing, we are the masters of our own timing.”
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At the core of Richard Mille’s identity are the principles of excellence, perfection and innovation, which resonate deeply with athletes. The brand has forged connections across various sports, including tennis, motor racing and golf, demonstrating its commitment to high performance. This dedication goes beyond mere manufacturing; Richard Mille actively collaborates with elite athletes from various disciplines. These sports icons, known for their pursuit of perfection, showcase the durability and functionality of Richard Mille’s timepieces, even in the most challenging conditions — whether on the field, track, course or court.
The chosen ones
It is every journalist’s dream to be in a room full of athletes they have only seen compete on television. To be present, observing how they interact and the support they offer one another, along with their shared passion for timepieces, is truly remarkable.
The selection of these incredibly talented gentlemen is not based on a specific formula. Mille explains that there is no agenda for requiring certain partners; instead, he highlights the absence of strict criteria. What matters most is fostering a good vibe, a positive feeling and a strong connection. As long as they meet key criteria — such as whether we can enjoy each other’s company, have a good time together and effectively represent the brand and its values — that is what counts. Additionally, can we collaborate on the product? Can we gather their feedback on materials? Do they have the ability to bring innovative ideas? It boils down to whether they are good human beings, whether they share the right values to represent us and whether we can have fun together.
Part of that fun is creating a timepiece together. Mille continues: “There isn’t a formal process; it really depends on the discussions we have with them and what we currently have in the pipeline. If we have specific watches that could require certain materials, that’s one factor. For instance, with Felipe, it might just be a conversation he has with my dad, where they discuss various topics, including sports.”
Mille adds that when they discuss a specific material, a connection often emerges, prompting them to begin working with that material. It is more about fostering the flow of new ideas than adhering to a rigid process. He highlights that there are no formal meetings; instead, these discussions occur organically, ultimately resulting in the creation of unique watches.
Sitting in on this conversation was Timothée Malachard, the marketing director for Richard Mille, who explained that the way they work with different sports involves understanding what the brand partners go through, including the ups and downs, and because of that, nothing is short-term.
“We value long-term relationships and are committed to being there through both good times and bad. We’ve been involved since 2004, and we’ve experienced several successes over the years. While many brands might consider moving on when things become less competitive, we believe in continuing the journey we share with our partners,” adds Malachard.
He adds that once the brand commits to working with someone, they are in it together, and the brand evolves alongside them. “There’s no inclination to say, ‘Let’s stop now.’ In fact, when you all retire, we actually find ourselves more available, which is even better. It’s also worth noting that in larger organisations, marketing often focuses on what they call ROI, but we have never operated with that mindset.”
Through good times and bad
Each of these athletes has faced adversities during their sporting careers and they shared some of them with us. For example, Cavendish has spoken publicly about his struggles and admits that if you are struggling, you need people around you. He says: “I don’t mind discussing it because, in the past, I used to view mental health problems as an excuse. About 10 years ago, I thought, ‘Yeah, there’s nothing wrong with you’.” To him, talking about it helps him understand better, and once he shares his personal experiences, it becomes much easier.
Cavendish also realises that if he doesn’t take it seriously, many other people might not either. He explains that mental health is not like an on-and-off switch. “You learn to manage yourself, and you begin to recognise traits in others that you might have experienced yourself. This awareness fosters empathy towards what others are going through. Additionally, it is about surrounding yourself with good people,” Cavendish adds, nodding in acknowledgement to all of them in the room.
Above all, they all engage in work they love, whether as athletes or in other professions. Cavendish suggests that, at times, people may take this for granted, but it is important to recognise the fortune of being able to pursue our passions as careers. There is truly nothing to be negative about in life. Negativity only brings one down and affects those around, and we should strive to maintain a positive outlook, he adds.
Mutaz agrees that everyone faces adversities in life, even if it appears they are leading perfect lives where they cannot express pain or struggle. The truth is that everyone experiences ups and downs; we are all human. Sometimes, he feels he is not allowed to complain, but he adds that they have feelings, too. Mutaz adds: “It’s not about what you have; it’s not about money; it’s not about fame; it’s all about emotion. We’re human, and I feel like we all, as my wife says, sometimes think, ‘Ah, it’s just a weakness,’ until you actually grow up. But I don’t feel like it’s a weakness, at least not for me.”
Chamley-Watson says that he has faced some difficult times, but having people around him has made a significant difference. “I have a tattoo that serves as a reminder that we are just passing through — meaning all emotions will eventually fade. It’s important to confront your feelings head-on and recognise that you’re doing the best you can. No one else truly knows how you feel at any given moment because you’re the only one experiencing it. That said, talking about it can be really helpful.”
Mille concludes that the brand must speak out, especially on their behalf, and encourage them to share their stories with those who have not experienced the same level of success. This will convey the message, “Look where I was and where I am now.” He adds: “Yes, I’ve gone through very dark times. This isn’t often talked about, as people tend to idealise this lifestyle, thinking, ‘Oh, look at them — they have everything.’ From your perspective, you can demonstrate that, ultimately, we are all the same. We are all human.”
