About us

The story of Edward Cole and the inspiration of the superb Rapide by Tire'd Watch Company begins more than twenty years ago.

Edward Cole Tire'd Watch Company CEO

Driven by his passion for automobiles, mountain biking, and snowboarding; Edward Cole has created unique and trusted timepieces. With a combination of ruggedness and refinement, the Rapide has an innovative design based on an old world idea. Few watch companies can offer a combination of tactile, visual and emotional appeal. More importantly, the use of recycled material (rubber in the strap and titanium in the case, crown, bezel, and deployment buckle) allows you to be environmentally responsible without sacrificing quality or style.

Inspired specifically by the tires and technology used on various bikes and cars, Edward Cole has created a 46mm wide by 16mm thick timepiece that serves a purpose.

Rapide Technical Drawing

Physically intimidating and mechanically cunning, it is an impressive timepiece that will add strength and elegance to any wrist. As large as this watch is, it seems to be calmed by the sleek, high quality components that can only be achieved by combining Swiss craftsmanship and ETA Automatic Swiss movement. It is never understated and will certainly catch the eye of the fashion savvy consumer. The Rapide has its crown positioned at 10 o'clock and its strap is tapered to a strong, titanium steel deployment buckle. The distinct position of the crown was created to eliminate the discomfort all athletes often experience when the crown embeds itself into the back of the hand.


The Rapide is finished with a handcrafted and hand-stitched calfskin under-band. Its mechanical sophistication is a striking juxtaposition to the rugged home that surrounds it. The Rapide is driven by the ETA 2892-A2 three hand automatic movement (hours, minutes, and sweep seconds) and a self-winding mechanism with ball bearings. It has a date indicator, corrector and stop second device. The Rapide also has the ETACHRON regulator system and regulator corrector, 21 jewels, and 28,800 vibrations per hour at 4.00 HZ.

The Tire'd Watch Company has created three versions of the Rapide, two versions of the Swiss Quartz Trail Blade, five versions of the XTS Chronograph, and five versions of the XTS LīT Chronograph. All are waterproof up to 10 ATMs.

Here at the Tire'd Watch Company, our goal is simple. To provide a limited edition, hand crafted timepiece for a unique consumer. The person who insists on quality, prefers environmentally friendly products and manufacturing, and deserves perfection. Our clients shun the mass produced and enjoy the exclusivity that only a boutique company such as Tire'd Watch Company can provide.

Designed with passion and manufactured with confidence; there is no mistaking a timepiece made by the Tire'd Watch Company.