De Rosa heart

"Nothing extraordinary is ever born from a formula, but from imagining what does not exist and bringing it to life." De Rosa was founded in 1953 from the passion and vision of nineteen-year-old Ugo De Rosa. A rider and technician with boundless love for cycling and precision mechanics, he was determined to turn knowledge and experience into pure craftsmanship. He moved from his brother-in-law’s workshop, where he built and repaired bicycles, to his first shop with a single goal: to build bikes for those who want to win. His racing experience allowed him to understand what a true racing bicycle needs, and his reputation quickly spread among amateur riders in Milan.

From the mid-1960s, De Rosa frames began to cross Italian borders. Amateurs and professionals started racing on De Rosa bikes, and within a few years, frames "Made in Cusano Milanino" expanded first across Europe and then worldwide. Ugo built for Max Meyer and for Gastone Nencini. These were the years when Rik Van Looy won the World Championships: De Rosa was his mechanic, following him in the team car. In 1969, the collaboration with Gianni Motta began and would last throughout his entire career. It was the beginning of an international legend.

Over time, it became a symbol of passion and love for cycling, but it was born from a practical need: drilling holes in the head tube lugs to make the frame lighter—holes that, when combined, resembled a heart. A symbol destined to last was born. In 1973, the Heart appeared for the first time on the bikes of a professional team: G.B.C., with Panizza, Francioni, and Turrini.

De Rosa chose to use titanium, a material previously unknown in this field. As strong as steel and as light as aluminum, a De Rosa titanium bike became the official bike of Team Gewiss-Ballan, contributing to the successes of Argentin, Furlan, Berzin, and Ugrumov. The bikes with the heart reached the podium in all the classics, winning Milan–San Remo, Liège–Bastogne–Liège, La Flèche Wallonne, Giro d’Italia, Giro di Lombardia, and placing second at the Tour de France.

In 1997, De Rosa entered the web, anticipating the digital era. Not just a website, but an extension of the workshop: tactile in its feel, evocative in its imagery, capable of telling the story of metal and speed. A decidedly visionary choice for the time and for a bicycle manufacturer, already reflecting the brand’s forward-thinking nature.

To celebrate the company’s 50th anniversary, De Rosa introduced the Cinquanta, a commemorative model released under the KING X-light brand. The era of the modular frame began: five modular monocoque parts. The frame became fully carbon, and weights started to drop—down to 1,000 grams for a medium size. The KING X-light was chosen by Savoldelli, Garzelli, and Tonkov.

De Rosa celebrated its 60th anniversary with Sixty, a book telling its story—a tribute to its roots and a foundation for its future vision. In the same year, the Black Label line debuted: four models, four symbolic materials (steel, titanium, aluminum, and carbon), reinterpreted with a contemporary approach combining innovation and elegance.

Anima is born, and titanium—gradually replaced over the years by aluminum and carbon—returns to a central role at De Rosa. The name encapsulates the essence of a material that has symbolized culture and craftsmanship for over 25 years. Choosing a titanium bike means choosing a machine that stands the test of time, both mechanically and aesthetically.
A bicycle that tells a story of use, resilience, and nobility—one that best embodies our concept of Made in Italy and Tailor Made.

730 grams of ambition, 22 months of development driven by obsessive attention to every detail, and 8 prototypes brought to life the 70, the most advanced De Rosa ever. Heart, technology, and uncompromising emotion, in a design signed by Pininfarina, set a new benchmark to surpass. The 70 represents the highest expression of modern De Rosa philosophy: “evolution in tradition”—carrying forward 70 years of accumulated expertise while adapting it to the needs of the contemporary cyclist. A vision that earned it the Good Design Award in 2024.

The need for a closer and more genuine dialogue with the community led to the organization of the first live event: a day together starting with a coffee at the Heartquarter, a ride up the Ghisallo, pasta and beers in the workshop among the frames, a conversation with Tonelli and Nicholas—rider and mechanic of Team Bardiani—and a timed wheel-change challenge. Thus, the De Rosa Family and De Rosa Day were born, with the goal of making it an annual tradition.