In a desert where tradition meets modernity, the first-ever Rally A’Shira by Richard Mille was a powerful symbol of progress. Blending the adrenaline rush of motorsport with the richness of Saudi Arabia’s cultural and natural landscapes, the rally was a testament to the nation’s evolving narrative. Experiencing it first-hand felt like a momentous occasion, both for the GCC and for the Swiss watch house.
Inaugurated by Amanda Mille, Global Brand & Partnership Director, and Tilly Harrison, Managing Director of Richard Mille Middle East & Turkey, the event embodied the symbolism of the A’Shira star (sometimes referred to as Sirius).
An ode to guiding lights and discovery, the one-of-a-kind experience marked the beginning of a new chapter in time.
The pioneering all-female, three-day regularity rally brought together 40 competitors, representing diverse nationalities from the Middle East, Asia, and Europe. Created in partnership with the Saudi Automobile and Motorcycle Federation and the Saudi Motorsport Co., it was an amalgamation of passion and expertise.
It builds on the momentum of Rally Jameel, the region’s first-ever women-only motorsport event, launched in March 2022 in Hail. While Rally Jameel made history, Rally A’Shira sought to push the envelope even further. Driving 20 4×4 vehicles over a challenging 850-kilometre route, we each had to work in our teams to arrive at the destinations with precision.
Richard Mille’s first sports watch designed specifically for women, the RM 07-04 Automatic Sport, served as the official timepiece of Rally A’Shira. A timely marker of female empowerment, the watch perfectly captured the spirit of the thrilling experience.
The rally began in the historic city of Medina, a site rich in cultural significance, and concluded on the serenely blue shores of the Red Sea. Without the aid of digital navigation tools, each of the competitors relied solely on traditional roadbooks and mileage trackers to navigate the course. Naturally, this required a deep degree of focus, meticulous teamwork, and a strong sense of adventure.
Unlike the high-speed pursuits commonly associated with motorsports, this rally focused on precision over pace. Each of the teams was challenged to navigate a predetermined route, maintaining exact average speeds and adhering to strict timings for each segment. Success demands not just driving skills but also meticulous planning, teamwork, and an unwavering focus on the road.
Over the last decade, supporting women in motorsport has been a cornerstone of Richard Mille’s philosophy. This commitment has driven initiatives like the Richard Mille Racing Team (2020–2022), the Rallye des Princesses Richard Mille (since 2015), and partnerships with trailblazers like US professional race car driver Aurora Straus, and the first official female Ferrari Competizioni GT driver, Lilou Wadoux.
Rally A’Shira represents a natural progression of the brand’s legacy. As the first event of its kind in the MENA region, it aligns with Richard Mille’s mission to create meaningful opportunities for passionate women in motorsport.
Indeed, the experience was as much about the journey as the destination. It offered each of the participants a glimpse into both Saudi Arabia’s untamed beauty and its storied past. The route wound through the majestic region of AlUla, a UNESCO World Heritage site celebrated for its awe-inspiring rock formations and ancient history. The futuristic-looking desertscape served as a visual reminder of the Kingdom’s deep connection to its heritage and its exciting future.
From dramatic landscapes, the journey continued to eventually conclude at the shores of the Red Sea, where participants were welcomed at the luxurious Shebara Resort. This blend of rugged adventure and five-star hospitality underscored the brand’s commitment to balancing challenge with comfort.
For Saudi Arabia, Rally A’Shira was bigger than a sporting event – it marked a milestone. Aligned with the country’s Vision 2030, which Crown Prince Mohammed bin Salman is spearheading to diversify the nation’s economy, it underscored the Kingdom’s ability to host a world-class event while promoting its unique culture. Equally, for the global motorsport community, the rally was a reminder of the sport’s transformative power. It’s proof that motorsport can be a vehicle for female empowerment and international collaboration.
Richard Mille is known for crafting some of the most sophisticated and sought-after timepieces in the world, and its continued pursuit of unique experiences just underscores the brand’s commitment to blending style with substance.
Rally A’Shira was more than a rally. It was a revolution. And the road ahead looks to be limitless.
Visit richardmille.com
