Ruroc Launches Gem Collection as Part of “The Heist”, Unfortunate Timing for the Louvre
Ruroc is launching the "Gem Collection" as part of what it's calling "The Heist". The head-turning trio of helmets is intended to support the brand's 2025 Black Friday promotions.
I don't dislike Ruroc; however, I'm not into loud helmets, generally speaking, and Rurocs tend to be loud. But the latest limited edition trio of lids from the English brand, which it's calling the 'Gem Collection', that are crafted as part of "The Heist"—the company's 2025 Black Friday campaign—are totally my style.
Unfortunately, the whole naming of this campaign really couldn't have come at a worse time, considering the recent Louvre heist, but I'm assured it was unintentional.
Ruroc says "the helmets are inspired by the world's most coveted jewels", and has chosen the AT4.0 and EOX platforms as its canvas. The finishes are designed to turn heads on the road, but the only one you can actually buy right now is the AT4.0 Black Pearl. This model delivers a metallic, pearlescent black finish that shimmers with hidden color under the light, and is available now with a limited Shockwave bundle. The Shockwave Mesh communication system is powered by Cardo and provides connectivity for up to 15 riders.
Pre-sale opens on November 10th for the EOX Quartz, which features a pearlescent white shell that radiates an iridescent rainbow when hit by sunlight. From the photos, it seems a bit more difficult to tell how impactful the rainbow shimmer will be, but I'm hoping for big things.
Finally, there's the EOX Tanzanite. It has a deep, rich blue-purple hue that reveals the raw carbon beneath, which is supposed to echo the gemstone it's named after. Pre-sale for the EOX Tanzanite starts on November 24.
“With The Heist campaign, we wanted to capture that feeling of pursuit, of uncovering something rare and truly worth the chase,” said Daniele Caruso, Head of Design at Ruroc. “The Gem Collection embodies that, and is designed to stand out.”
If you're at all interested in any of these units, I'd advise you to keep an eye on Ruroc's website because select helmets, bundles, and accessories will be available at up to 60% off for Black Friday. I think if I were to go for one, it'd be the AT4.0 Black Pearl, but I'd love to see the other two in person before making up my mind. If you had to pull the trigger, which one would it be?
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