Tire'd Watch Company was started by Edward Cole and his love for watches. The Rapide is a unique watch that uses recycled rubber and titanium so the wearer can be 'green' without sacrificing style or comfort. The "tire'd" name comes from Ed's experience of being tired of a routine job and boring watches, as well as a tread pattern on the band that resembles a BMX tire. I had a chance to speak with Edward Cole about this extremely unique timepiece and the process it took to create it.
Why create a watch and not a bike component? Or why not just sponsor a race team with your name on it?
EC: I can only say that watches have always been a passion that were not physical activities. Mountain biking and heli skiing are what I love to do. The only other thing that interested me were timpieces and the movement of certain watches I was purchasing. But I was getting tired of the watches I had and the job I was in.
How did you persevere after getting turned away by so many companies to make a true quality watch?
EC: I had an idea in my head, I thought it out and went through the whole process and finally made a 3D model. I took it people much more knowledgeable in the industry. I took it to people that matter, that really understood what I was trying to do and they really liked it. That kept propelling me. Eventually I met the right people at the right time and it was the perfect storm.
Do you have any sponsored athletes or plans to?
EC: As of now I'm speaking to 2 sports agents. But I want to make sure the athletes we sponsor are aligned with what the watch stands for.
Any plans for a different style or a women's size ?
EC: We have a chronograph version in the design phase, and a unisex version. The unisex version will be a slimmed down version of the Rapide.