Rocky Mountain Watches and the Natural Selection Tour announced a multiyear partnership today naming Rocky Mountain Watches the Official Timekeeper of the Natural Selection Tour. The collaboration connects a fast-rising watch brand with one of the most influential platforms in freeride snowboarding and backcountry culture. Beginning with the 2026 season, Rocky Mountain Watches will support athlete timing, content storytelling, and the future creation of special edition timepieces designed specifically for the Natural Selection Tour community.
As part of the agreement, Rocky Mountain Watches will integrate Natural Selection Tour branding across collaborative products, event activations, hospitality, athlete content, media, and on-site installations. The partnership places the brand within the creative core of the Natural Selection Tour, with visibility across broadcast, digital channels, and in-person at all tour events.
Founded in Colorado, Rocky Mountain Watches is a privately owned watch company built on a simple belief: a luxury watch is Meant to be Worn. Not stored. Not saved for rare occasions. Worn in real environments and real moments. The partnership with the Natural Selection Tour reinforces that philosophy by placing watches directly into the world of weather, terrain, and Progression.
Carter Westfall, Co-founder and CEO of Natural Selection Tour, says: “We are proud to welcome Rocky Mountain Watches into the Natural Selection Tour family. Their commitment to craft, durability, and authentic outdoor culture aligns directly with the identity of the Tour. RMW’s ‘Meant to be Worn’ philosophy is a natural fit for the adventure-forward spirit of the Natural Selection Tour.”
Central to the collaboration is the introduction of Father Time as a shared creative concept. Where Mother Nature shapes the terrain, Father Time carries the memory. During Natural Selection Tour events, moments are defined by conditions beyond human control, by commitment, and by consequence. Time is not something to conquer, but something that moves forward with the athlete. Rocky Mountain Watches exists in that space, reframing watches not as trophies, but as vessels that carry meaning from one moment into the next.
The Natural Selection Tour is the defining event series for snowboarding, skiing, mountain biking and surfing. Known for its athlete-driven creativity, natural venues, and global reach, NST is guided by its main character, Mother Nature.
John O’Brien, Founder and CEO of Rocky Mountain Watches, says: “This partnership is a milestone for our brand. The Natural Selection Tour represents real adventure, real terrain, and real people pushing boundaries. Meant to be Worn is about living inside those moments. Father Time carries what lasts, and our role is to help people recognize the value of the time they choose to wear.”
Beginning in 2026, Rocky Mountain Watches will appear across Natural Selection Tour events, athlete storytelling, and collaborative campaigns, with future co-designed timepieces reflecting a shared belief that a watch is Meant to be Worn.
ABOUT NATURAL SELECTION TOUR:
The brainchild of pro snowboarder Travis Rice, the Natural Selection Tour showcases the world’s top riders from snowboarding, skiing, mountain biking, and surfing competing on the planet’s most exciting natural terrain, waves, and in optimal conditions. The most exciting athletes from every part of their sport come together on the Natural Selection Tour for the crowning of a men’s and women’s champion, the world’s top all-around athletes in their sport. The Natural Selection Tour brings the sports, riders and viewers back to Mother Nature with a mission to inspire people to forge a deeper relationship with her.
ABOUT ROCKY MOUNTAIN WATCHES:
Born in Colorado in 2023, Rocky Mountain Watches was built on a simple idea: a watch is Meant to be Worn. RMW proudly partners with pioneering athletes and outdoor adventurers across a range of disciplines who embody this belief. The brand serves as an independent retailer, specializing in sourcing and selling new and pre-owned timepieces from globally respected manufacturers, while strategically collaborating on limited-edition releases with mission-aligned watchmakers. Looking forward, RMW continues to support athletes and organizations at the forefront of mountain sport and exploration.
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