De Rosa
Official Distributor — KSA, Qatar & Oman

Seventy
Years
of Steel

Founded in Milan in 1953 by Ugo De Rosa. Built for Eddy Merckx. Worn by champions. Still made by hand, still stamped with a heart.

The Numbers
Year foundedVia Stilicone, Milan — Ugo De Rosa, age 17
Years of productionUninterrupted, always in Milan
Tour de France victoriesMerckx on De Rosa frames, 1972–1974
De Rosa 70 frame weightGood Design Award 2024 winner
Year the heart was bornThe most recognised symbol in Italian cycling
The Story

Milan,
1953
to Now

1953
The Beginning

Born in Milan

Ugo De Rosa opened his first workshop on Via Stilicone in Milan at the age of 17. With nothing but raw talent, a set of hand tools, and an obsession with steel, he began building frames for local riders. The city of Milan — already the capital of Italian design — would become the permanent home of De Rosa.

From the very first frame, Ugo's philosophy was uncompromising: every tube selected by hand, every joint filed to perfection, every bicycle built as if it were the only one. That philosophy has never changed.

1972
The Partnership

Eddy Merckx & The Cannibal

The defining chapter of De Rosa's racing legacy began when Eddy Merckx — the greatest cyclist in history — chose Ugo De Rosa to build his race machines. The partnership was immediate and absolute. Merckx trusted no one else with his frames.

Riding De Rosa bicycles, Merckx won three consecutive Tour de France titles from 1972 to 1974, along with Milan–San Remo, Paris–Roubaix, and the World Championship. The victories were Merckx's. The steel beneath him was De Rosa's.

3×Tour de France victories on De Rosa frames
1973
The Icon

The Heart Is Born

In 1973, Ugo De Rosa stamped a small heart onto a frame for the first time. It was not a marketing decision. It was a signature — the mark of a craftsman who poured genuine love into every bicycle he built.

The heart became the most recognised symbol in Italian cycling. Today it appears on every De Rosa frame, unchanged. It is not a logo. It is a promise.

1980s
The Craft Evolves

Steel to Carbon

Through the 1980s, De Rosa expanded its material mastery beyond steel — exploring aluminium, titanium, and eventually carbon fibre. Each transition was made on De Rosa's own terms: only when the new material could meet the standards set by steel.

The workshop on Via Stilicone grew, but the culture never changed. Every frame still passed through the hands of craftsmen who had trained under Ugo himself. The machines changed. The obsession did not.

2015
Italian Design Meets Italian Design

Pininfarina Collaboration

De Rosa partnered with Pininfarina — the legendary Turin design house behind Ferrari, Alfa Romeo, and Maserati — to create the Pininfarina bicycle. Two of Italy's most storied design institutions, united by a shared belief that form and function are inseparable.

The collaboration produced a bicycle that was as much sculpture as machine: aerodynamic, beautiful, and unmistakably Italian. It announced to the world that De Rosa was not merely a cycling brand — it was a design house.

2024
The Flagship

De Rosa 70 — Good Design Award

The De Rosa 70 was created to mark 70 years of the brand. At 730 grams, it is one of the lightest production road frames ever built. It won the Good Design Award 2024 — one of the world's most prestigious design honours.

The 70 is not a celebration of the past. It is a declaration of what De Rosa intends for the next 70 years: lighter, faster, more beautiful, and still built by hand in Milan.

730gFrame weight — one of the lightest production frames ever built
2026
The Present

Official Bicycle of the Giro d'Italia

In 2026, De Rosa was named the official bicycle of the Giro d'Italia — the race that runs through the heart of Italy, through the mountains and valleys that Ugo De Rosa knew as a young man in Milan.

The circle is complete. The brand that was born from Italian racing culture is now inseparable from it. And through De Rosa GCC, that legacy is now available in KSA, Qatar, and Oman — for riders who understand that a bicycle is not just a machine.

2026Official bicycle of the Giro d'Italia

"A bicycle is not just a machine.
It is the work of hands
that care."

Ugo De Rosa — Founder, Milan 1953
The Symbol

The Heart
Since 1973

In 1973, Ugo De Rosa stamped a small heart onto a frame. Not as a logo. Not as a marketing device. As a signature — the mark of a man who believed that the best work comes from love of the craft.

Over fifty years later, the heart appears on every De Rosa frame. It has never been redesigned. It has never been removed. It is the most recognised symbol in Italian cycling — and it means exactly what it always meant.

De Rosa GCC

Own the
Legacy

Official distributor for KSA, Qatar & Oman. Every De Rosa bicycle available in the region — delivered with the same care Ugo De Rosa put into the first frame he ever built.