The first-ever Rally A’Shira, held from 16 to 21 October 2024, unfolded against the stunning backdrop of Saudi Arabia’s diverse landscape and was nothing short of a triumph for the Richard Mille brand. Launched by Amanda Mille, Global Brand & Partnership Director, and Tilly Harrison, Managing Director of Richard Mille Middle East & Türkiye, the event shone a spotlight on the A’Shira star—a luminous symbol of discovery and empowerment.
This trailblazing, all-women, three-day regularity rally brought together forty fearless competitors, who conquered 850 kilometres in twenty rugged 4×4 vehicles, representing an array of nationalities from the Middle East, Asia, and Europe. From the ancient city of Medina to the glittering shores of the Red Sea, participants relied solely on a roadbook and a mileage tracker, a true test of mental focus and precision driving. The journey embodied the essence of adventure and collaboration that defines Rally A’Shira. The RM 07-04 Automatic Sport, Richard Mille’s first sports watch crafted for women, was the official timepiece of the rally—encapsulating the spirit of drive and unyielding determination.
For over a decade, Richard Mille has championed the role of women in motorsport, resulting in ventures like the Richard Mille Racing Team (2020-2022), the Rallye des Princesses Richard Mille (established in 2015), and steadfast support for pioneering drivers such as Aurora Straus, a professional racer from the US, and Lilou Wadoux, the first official female driver for Ferrari Competizioni GT. The Rally A’Shira was a natural progression of this legacy—an unprecedented event in the MENA region, designed to unlock new opportunities and fuel the passions of women with a taste for adventure.
“Rally A’Shira is a testament to Richard Mille’s commitment to empowering women in motorsport,” said Amanda Mille, Global Brand & Partnership Director, Richard Mille. “It’s a platform for pushing boundaries and forging new paths. We’re deeply grateful to the Kingdom of Saudi Arabia for supporting this project and sharing our vision. This rally is about more than just competition; it’s about resilience, passion, and the powerful connections formed along the way.”
Throughout the rally, participants built lasting bonds, swapped stories of resilience, and embraced the bold spirit that defines Rally A’Shira. Their journey was complemented by stays at the Edition Jeddah, the enchanting Habitas Al Ula, and the Shebara Resort on the Red Sea—each blending natural beauty, wellness, and unrivalled luxury, providing a serene retreat after days of intense rallying.
Tilly Harrison reflected, “Rally A’Shira is not just an event; it’s a movement celebrating empowerment and the extraordinary experiences that unite our community. Launching this initiative has been a milestone, and we look forward to nurturing its legacy for years to come.”
With plans to make Rally A’Shira an annual tradition, Richard Mille reaffirms its dedication to championing women in motorsport and beyond. The brand extends heartfelt gratitude to the Saudi Motorsport and Saudi Automobile & Motorcycle Federation for their invaluable support, and to BeOnd Jet for elevating the travel experience to unparalleled luxury. The rally’s grand conclusion on the picturesque shores of the Red Sea was a perfect finale, capped by an exclusive stay at the not-yet-opened Shebara Resort—a moment that symbolised the rally’s dreamlike journey brought to life.
