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-day regularity rally brought together forty competitors, driving 850 kilometres in twenty 4×4 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 defnes Rally A’Shira. The Richard Mille 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 have 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.
‘Rally A’Shira 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.’
Amanda Mille, Global Brand & Partnership Director, Richard Mille
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 Al Ula, 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 BeOnd 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.
About The Red Sea
The Red Sea is a pioneering, luxury tourism destination situated on the west coast of Saudi Arabia. It offers indulgent experiences in uniquely designed resorts, operated by world-leading hospitality brands. The destination is at the forefront of the global transition towards regenerative tourism, going beyond sustainability to have a regenerative impact on the environment, society, and the economy.
The Red Sea is being developed by Red Sea Global (RSG), a vertically integrated real estate developer seeking to lead the world toward a more sustainable future, showing how responsible development can uplift communities, drive economies, and enhance the environment. Visit us online for more about The Red Sea, the resorts, the experiences and the destination o erings, and follow our social channels for the latest updates.
www.visitredsea.com / @visitredsea
About Shebara
Nestled along the pristine shores of the Saudi Arabian Red Sea, Shebara perfectly blends iconic architecture with nature, offering a unique experience that reflects both sky and sea. A self-sustaining architectural marvel, Shebara features 38 overwater villas and 35 beachfront villas, each crafted to deliver unparalleled privacy and luxury. The decor and design evoke sophistication and elegance, with thoughtful details that enhance the experience and invite guests to relax and enjoy their surroundings. With a focus on sustainability and innovation, Shebara is home to its own solar farm and an array of integrated utilities.
For reservations and more information, visit www.shebara.sa
About SMC
The Saudi Motorsport Company (SMC) is the dedicated entity driving the growth of motorsport in Saudi Arabia, aligned with the ambitious goals of Vision 2030. Operating under the Saudi Arabian Motorsport Federation and the Ministry of Sports, SMC is responsible for hosting and promoting major events like the Formula 1 stc Saudi Arabian Grand Prix, Dakar Rally, and Extreme E series.
About BeOnd
The world’s first premium leisure airline, is setting a new standard in luxury travel. Combining exclusive comfort and elegance, beOnd offers an all-premium class experience tailored for discerning travellers, flying to coveted destinations such as the Maldives, from Dubai, Riyadh, Milan, Munich, and Zurich, and between Dubai and Zurich.
BeOnd is poised to elevate premium travel, offering passengers unparalleled comfort and bespoke service on flights to these extraordinary destinations, ensuring that every journey is as remarkable as the destination itself.
For more information, visit www.flybeond.com
