Move over Richard Mille - This $50 Casio watch added a touch of retro style at Paris-Roubaix

Jakob Söderqvist, neo-pro rider for Lidl-Trek and former U23 World Time Trial Champion, attracted attention at the recent Paris-Roubaix race not for his performance alone, but for his choice of wristwear. While many top riders, including Tadej Pogačar and Mathieu van der Poel, have been seen sporting luxury Richard Mille watches worth hundreds of thousands of dollars, Söderqvist opted for a modest Casio A158WEA-9 from the brand’s vintage collection. This retro digital watch, retailing for under $100, provided a stark contrast to the high-end timepieces typically associated with professional cycling’s elite. Söderqvist’s decision to wear the Casio watch was both practical and personal. He revealed that he has worn the model daily for around three years and chose to keep it on during races as a way to maintain a sense of individuality amid the sport’s focus on marginal gains and aero optimisation. The watch’s long battery life, reportedly lasting about seven years, also meant one less device to worry about charging during the intense racing calendar. Additionally, the distinctive retro style made him more easily identifiable to friends and family watching on television. The Paris-Roubaix itself was a brutal test, with riders battling over notoriously rough cobblestone sectors at record-breaking speeds. Söderqvist described the race as the “biggest fight of my life,” highlighting the physical and mental demands of the event. His choice of a simple, durable timepiece seemed to embody a no-nonsense approach to the challenge, standing out amid the high-tech equipment and luxury accessories that dominate the professional peloton. This small but striking detail serves as a reminder that professional cycling remains a sport where personality and practicality can coexist alongside cutting-edge technology and sponsorship-driven fashion. Söderqvist’s Casio watch may not have the prestige or price tag of a Richard Mille, but it added a touch of authenticity and retro charm to one of cycling’s most iconic races. As the sport continues to evolve, such personal touches offer a refreshing counterpoint to the relentless pursuit of technological advantage.