Luxury watchmaker Richard Mille is making history with the announcement of Rally A’Shira, a thrilling all-female regularity rally set to take place in the stunning landscapes of Saudi Arabia. This historic event, running from October 16 to 21, is poised to be a celebration of women’s empowerment and a thrilling journey through the Kingdom’s most breathtaking terrains.
Imagine forty adventurous women embarking on a journey, driving twenty 4×4 cars through a challenging route, relying solely on traditional maps and kilometer calculations. Inspired by the guiding light of the A’Shira star, the rally symbolizes exploration and discovery, much like the stars that once guided travelers through the desert.
Starting in the holy city of Medina, the rally’s route will lead competitors through the strikingly beautiful terrain of Al Ula, culminating on the stunning shores of the Red Sea. The rally is a symbol of exploration and discovery, much like the stars that once guided travelers through the desert, inspired by the A’Shira starAt the heart of this incredible journey lies camaraderie and collaboration, two pillars that form the foundation of this all-women rally.
Not only is Richard Mille the driving force behind this event, but it is also showcasing its RM 07-04 Automatic Sport as the official watch of the rally. This bold timepiece reflects the strength and resilience of the women taking part, symbolizing precision and endurance—both key elements of this regularity rally.
The event will be inaugurated by Amanda Mille, Global Brand & Partnership Director of Richard Mille, alongside Tilly Harrison, Managing Director of Richard Mille Middle East & Türkiye. The final destination? The Shebara Resort on the Red Sea coast, is an ultra-luxurious retreat where drivers can unwind in an oasis of nature, wellness, and sophistication.
Rally A’Shira is not just a motorsport event; it’s a testament to the power of women, offering a cultural and automotive experience like no other. The rally also sheds light on the Kingdom’s hidden treasures, celebrating both its natural beauty and the growing influence of women in Saudi Arabia’s evolving social and cultural landscape.
In collaboration with Saudi Motorsport, the Saudi Automobile & Motorcycle Federation, and BeOnd Jet, this rally reinforces Richard Mille’s commitment to creating unique, one-of-a-kind experiences that push boundaries and inspire. With Saudi Media Group (SRMG) as the official media partner, Rally A’Shira will be showcased to a global audience, providing an intimate look at the spirit of the rally and the magic of Saudi Arabia’s landscapes.
As the competitors cross the finish line on October 21st, the world will witness a celebration of female strength, adventure, and the enduring power of discovery. For Richard Mille, Rally A’Shira marks the beginning of a new chapter in its rich legacy, seamlessly blending horology, motorsport, and the empowerment of women across the MENA region. For Richard Mille, Rally A’Shira marks the beginning of a new chapter in its rich legacy, seamlessly blending horology, motorsport, and the empowerment of women across the MENA region. Get ready to be part of this extraordinary journey!
ALSO READ: VICTORIA’S SECRET MAKES A GRAND RETURN TO THE RUNWAY WITH A SPECTACULAR SHOW.
