We study dressed Bose-Einstein condensates in an atom chip radio-frequency trap. We show that in this system sufficiently strong dressing can be achieved to cause the widely used rotating-wave approximation (RWA) to break down. We present a full calculation of the atom-field coupling which shows that the non-RWA contributions quantitatively alter the shape of the emerging dressed adiabatic potentials. The non-RWA contributions furthermore lead to additional allowed transitions between dressed levels. We use rf spectroscopy of Bose-Einstein condensates trapped in the dressed state potentials to directly observe the transition from the RWA to the beyond-RWA regime.