Belgian by birth, Swiss by passport, and Ticino by adoption, he has lived in Minusio with his family for over twenty years. An engineer by training, he spent much of his career in the luxury world—from Versace to Michael Kors and Philipp Plein—before landing, in 2019, at the helm of ASSOS of Switzerland, A brand synonymous with excellence and innovation in cycling. With his understated style and confident stride, a man who knows how to balance energy and vision, Edwin Navez combines Swiss precision, international elegance, and a genuine passion for cycling.
ASSOS was born from Toni Maier's intuition in a family business in Winterthur and later consolidated in Ticino. As CEO, what is the greatest value you bring from this Swiss heritage?
"You're right: it's a very Swiss heritage. It's the spirit of obsessive attention to detail to create a high-performance product designed to last. It's also a direct, honest, and simple way of communicating. ASSOS has always been more than an apparel company: it's a laboratory where we experiment with solutions to improve human performance on the bike. This approach, inherited from Toni Maier, continues to guide us today. Designing, testing, and developing prototypes in Switzerland isn't a nostalgic choice, but a way to stay true to the culture of excellence that has made ASSOS a benchmark in the cycling world. What I can bring is more managerial experience, useful for further enhancing the quality of the product and company processes. Perhaps also an environmental awareness and a strong interest in a product that excels both technically and aesthetically."
The company has always been synonymous with innovation. What innovation do you think best represents the spirit of ASSOS today?
Today, our innovation no longer concerns just the individual product, but all internal processes. From fabric engineering to garment construction, to the way we combine them to address different weather conditions, our goal is to ensure absolute comfort year-round. If I had to cite a concrete example, I'd say the introduction of the layering system concept: a scientific approach to comfort that translates decades of research into a language accessible to anyone who rides. Innovation, however, also includes new themes demanded by the outdoor and luxury sectors, such as sustainability and tailoring, which are now new priorities for the company.
ASSOS has a long tradition of working with professional cycling. How do you see the needs of WorldTour riders differ from those of amateurs seeking comfort and quality?
The DNA is the same in all our products. Each piece can also be used by professionals, depending on the type of route: distance, terrain, training intensity, or time of year. The professional cyclist represents our living laboratory. Their demands are extreme: comfort and performance must coexist for many hours, often in difficult conditions. The amateur, on the other hand, seeks the same sensations, but with a different intensity of use. Our challenge is to translate what we develop for professional teams into an everyday experience for those who ride for passion. Ultimately, comfort is performance, even for those who don't compete.
In recent years, ASSOS has forged important partnerships, such as those with Qhubeka and Tudor Pro Cycling, and there's talk of new agreements in the future. What's the brand's strategy for the ProTour circuit?
The level of technical expertise and quality has always been among the highest on the circuit. Depending on budgets or strategic choices, we've been present with different teams, all of which have been top-notch. For me, it was important that in 2026 — the company's fiftieth anniversary — we be present in the WorldTour with a top-tier team and build a long-term relationship. We wanted a team that could appreciate the technical distinction of our products, but also share with the cycling community the passion and sense of cool that define our brand.
Your garments are often described as "equipment" rather than clothing. How does this definition reflect your identity and distinguish you from other brands in the industry?
"The word 'equipment' perfectly sums up who we are. A cyclist doesn't simply wear an ASSOS garment: they use a technical tool designed to enhance their experience in the saddle. Every seam, every panel, every material has a specific function.
It's the same approach as those who build a racing engine: nothing is decorative, everything is engineered for performance. This is what sets us apart in the market and keeps our pioneering identity alive."
Sustainability and durability have become fundamental pillars for many companies. What are your concrete plans in this direction?
"The most sustainable garment is the one you keep." Our idea of sustainability starts with durability. An ASSOS garment must accompany the cyclist for many years, maintaining performance and comfort. Sustainability has become a true driver of innovation: the organization is ISO 14000 certified, in 2026 we will introduce recycled fabrics, we evaluate the PEF impact of our products and are developing repair and reuse projects. We work to extend the life of our garments and promote more conscious consumption.
ASSOS has often been ahead of its time, but today's market also demands storytelling and community. How are you working to engage with new generations of cyclists?
We want to tell the story of cycling through the people who experience it, not just through products. That's why our top priority is developing ever-closer relationships with stores to improve our ecosystem and help them grow their communities.
The Collective 13 project, for example, was born with precisely this goal: to create a global community of cyclists who share the same vision of comfort, performance, and passion."
The women's line has historically been a challenge for many technical brands. How is ASSOS addressing this segment today?
For us, this isn't just a "female version" of men's clothing. The DYORA and UMA lines were developed by a team of women, for women. From designing the fits to selecting the materials, to field testing, every step was guided by the experience of those who truly live the bike. It's an approach we will continue to strengthen, because we believe that women's cycling represents one of the most inspiring forces for the future of our sport.
If you had to describe ASSOS's vision for the next ten years in just one image or word, which one would you choose?
"Precision in motion." This sums up our philosophy: always moving forward, with Swiss precision and a global vision. Continuing to innovate, while maintaining intact what has made us unique: comfort as the purest form of performance. "Stay focused." It means focusing all our energy on excellence and the seriousness with which we approach every detail, from product to communication. Remaining true to our identity, but with an eye to the future. And, above all, conveying the authentic passion that binds us to this sport and its community.
You worked for major international fashion brands before entering the cycling world. What attracted you to ASSOS and this very diverse industry?
ASSOS represents the natural continuation of a journey into the world of luxury. Today, the concept of luxury has a different meaning: it's more experiential, oriented towards well-being, the outdoors, and community. Cycling embodies all of this. ASSOS, moreover, offers an authentic legacy. The idea of combining design, engineering, and human performance captivated me. And, as a good engineer, I consider ASSOS the perfect synthesis of quality, creativity, and science.
ASSOS has strong roots in Ticino, with its headquarters in San Pietro di Stabio and a store in Lugano. What do these locations and the connection to the region mean to you?
Ticino is our home and the heart of our identity. Here, the Swiss soul of precision coexists with the Italian soul of taste and creativity. It's a rare balance, reflected in everything we do. Each piece is born in Stabio, but it carries with it an international vision rooted in this very cultural crossroads.
Is there a cycling memory or experience that you feel connects particularly well with ASSOS's mission?
«ASSOS offers the best technology to face the most demanding conditions.
Near my home there are two valleys that I particularly love: Verzasca and Alpe di Neggia.
I don't like to go out when it rains, but if the weather is dry even with the risk of rain I know I can always leave with peace of mind and come back calm, even if the weather changes. I remember some outings where I found myself in the rain and came back completely dry thanks to our technology."
Is there a cyclist, past or present, that you particularly admire?
I admire many. As a Belgian, Eddy Merckx, the "Cannibal," is a legend. As a true Swiss, Fabian Cancellara, aka "Spartacus," represents the perfect embodiment of the ASSOS spirit: power, precision, and respect for the craft. Saying Pogacar, on the other hand, comes almost naturally: he wins everything, but he's not afraid to take risks. He's crashed a few times this year, yet he's had an extraordinary season. Another rider who has inspired me is Ben Healy: he too is capable of taking risks, attacking, and holding on until the end.
From Winterthur to the roads of world cycling
Founded in 1976 by Toni Maier in Winterthur, ASSOS was born almost by chance from an aerodynamic experiment: the creation of the first carbon bicycle tested in a wind tunnel. From that insight came the idea of developing a Lycra bodysuit to improve athletes' performance, paving the way for a revolution in cycling apparel forever. Over time, the company consolidated its position in San Pietro di Stabio, Ticino, becoming synonymous with quality, research, and innovation. ASSOS's firsts include the first Lycra shorts, the introduction of bib shorts, and proprietary inserts and fabrics capable of guaranteeing aerodynamics, breathability, and absolute comfort.
The brand has grown alongside professional cycling: from the 2004 Athens Olympics with Franco Marvulli, to London 2012 with Fabian Cancellara, and Rio 2016 with the gold medal won by "Spartacus" wearing the "Fenomeno" skinsuit. Numerous collaborations with champions like Nino Schurter, top-level teams, and national federations confirm the technical DNA that remains the heart of the company.
Today, ASSOS is led by Edwin Navez , a Swiss manager with extensive international experience at companies such as Michael Kors, Versace, and Philipp Plein. Specializing in change management and organizational transformation, Navez has taken on the challenge of leading the company into the future, focusing on sustainability, digitalization, and new synergies with professional cycling, while never losing sight of Toni Maier's pioneering legacy.
