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The inaugural Rally A'Shira held from October 16 to 21, 2024, amidst the breathtaking landscapes of Saudi Arabia was an incredible success for the brand.
Inaugurated by Amanda Mille, Global Brand & Partnership Director, and Tilly Harrison, Managing Director of Richard Mille Middle East & Turkey, the event celebrated the guiding light of the A'Shira star—a powerful symbol of discovery and empowerment.
This groundbreaking all-female three days regularity rally brought together forty competitors, driving 850 kilometres in twenty 4x4 cars representing a range of nationalities from the Middle East, Asia and Europe.
Starting in the historic city of Medina and culminating on the shores of the Red Sea, the competitors navigated their journey using a roadbook and a mileage tracker, requiring excellent concentration and a keen sense of precision, fully immersing themselves in the spirit of exploration and collaboration that defines Rally A'Shira. The RM 07-04 Automatic Sport, the brand's first female-focused sports watch, was the official timepiece of the rally, embodying the spirit of drive and determination.
Women in motorsport has been a crucial pillar for the Richard Mille brand, in the last decade it yielded the creation of the Richard Mille Racing Team from 2020 to 2022, the Rallye des Princesses Richard Mille, since 2015, the support of drivers like Aurora Straus, the professional race car driver in the United States, or Lilou Wadoux, who is the first official female Ferrari Competizioni GT driver. The Rally A'Shira was a logical continuation, the first event of its kind in the MENA region, aligning with the brand's desire to create opportunities and experiences for passionate women.
Speaking about the Rally A'Shira, Global Brand & Partnership Director Amanda Mille, noted that the rally "represents a natural extension of Richard Mille's dedication to supporting women in motorsport. It's about creating a platform where women can challenge themselves and forge new paths. We thank the Kingdom of Saudi Arabia for this opportunity and their belief in this project. This all-female rally is all about determination, passion and human encounter."
Throughout the rally, participants formed lasting connections, shared inspiring stories, and embraced the adventurous spirit that Rally A'Shira represents. The stunning accommodations at EDITION Jeddah, Habitas AIUla, and The Red Sea's Shebara Resort provided a serene retreat, blending nature, wellness, and world-class luxury.
Tilly Harrison, Managing Director of Richard Mille Middle East & Turkiye, adds "Rally A'Shira is not just a rally; it's a celebration of empowerment and a testament to Richard Mille's commitment to creating extraordinary experiences that resonate with our community. We are proud to have launched this pivotal initiative and look forward to building on its success in the years to come,"
The Rally A'Shira will become an annual event, further solidifying the brand's dedication to celebrating women in motorsport and beyond.
The Richard Mille brand extends its heartfelt gratitude to the Saudi Motorsport and Saudi Automobile & Motorcycle Federation for their invaluable support, as well as Be0nd Jet for delivering an unparalleled luxury travel experience.
The rally concluded along the picturesque shores of The Red Sea destination, a fitting finale to an event that began as a dream and was brought to life with the vision of The Red Sea, a key partner of the rally. Their invitation to explore the exceptional, unopened Shebara Resort added another layer of exclusivity to this landmark event in the MENA region, creating many unforgettable memories.
