START YOUR ENGINES: Bell & Ross is kicking off 2026 in high gear.  

The French-designed, Swiss-made watchmaker said Friday that it is becoming the official time partner of Defender Rally, the competition team of British automotive company Land Rover in the World Rally-Raid Championship.

It will also be its timekeeper for the Dakar 2026 rally, the first leg of the annual championship kicking off on Saturday and running until Jan. 17.

“The Dakar Rally is a symbol of boldness, exploration and pushing beyond one’s limits — values that lie at the very heart of Bell & Ross’ DNA,” said the watchmaker’s cofounder and chief executive officer Carlos Rosillo.

As part of the partnership, the brand is equipping the drivers with the BR-X3 Black Titanium watch, a design in Grade 5 titanium that launches a COSC-certified manufacture movement developed with Kenissi.

The timepiece, which retails for 8,400 euros, was conceived with optimal legibility in mind and its dial features a three-day date indicator, nodding to its 70-hour power reserve.

The CEO described the watch as a perfect embodiment of the “precision, legibility and robustness in the most extreme conditions” philosophy at the heart of the brand, which was founded as a passion project with longtime friend and fellow aviation afficionado Bruno Belamich.

“The functional design of our iconic square watch naturally echoes that of Defender Dakar D7X-R,” added Belamich, who serves as creative director of the brand. “Both express a bold, uncompromising character defined by strong lines and purposeful forms.”

The move marks the return of the watchmaker to the automotive space. Best known for its aeronautical slant and being a supplier to France’s air force and elite units, Bell & Ross previously had partnerships with the Renault Sport and Alpine teams in Formula 1.