Pogačar and Seixas will be sporting some eye-wateringly expensive bling during the Tour de France

The Tour de France is about to begin, and in Tadej Pogacar and Paul Seixas, we will have the pleasure of watching two of the biggest names in modern cycling duke it out. That’s reason enough for major companies to quickly snap them up for sponsorship deals. In the world of watches, there was just enough time to announce two big deals.

First up is Seixas, who, with the weight of the French people’s expectations on his shoulders, will make his debut in the Tour de France on Saturday. There’s a huge buzz surrounding this top talent, who’s still only nineteen. So watch brand Breitling stepped in. Seixas appeared on Instagram wearing the stunning time piece.

"At just 19 years old, Paul Seixas is already one of cycling's greatest talents. This season, he became the first French rider since 2007 to win a WorldTour stage race, and in just a few days, he will be the youngest rider to start the Tour de France in nearly 90 years," said Georges Kern of Breitling on Instagram.

"Every second counts—on the bike, just like on the wrist. I'm proud to join the Breitling team," Seixas himself said on his Instagram.

Seixas wasn't the only one showing off a beautiful watch on his wrist. Pogacar, who has had a long-standing partnership with Richard Mille, also showed up wearing a stunning watch. It was part of the new collaboration between the watch brand and Colnago, Pogacar’s bike supplier at UAE Team Emirates-XRG.

"Limited to 50 pieces, the new RM 64-01 Tourbillon Colnago was conceived as a mechanical interpretation of the bicycle itself," Richard Mille states. "Every element draws inspiration from a brand that has shaped more than seventy years of cycling history and elevates the bicycle to a symbol of culture, rarity, and Italian excellence."

For anyone interested: due to the limited production run, the watch costs well over 850,000 euros (nearly 1 million dollars). As a buyer, you (unfortunately) don’t get Pogacar’s legs or his VO2 max included.