Tissot : a never-ending story of innovation beginning in 1853
The Tissot story began in Le Locle, Switzerland, in 1853. Still at home in Le Locle, Tissot today is the largest traditional Swiss watch brand, based on volume, and is represented across five continents. The brand’s DNA has two distinctive elements – traditional values and a commitment to innovation. Throughout its history, these have characterised all their products and technologies, as well as its diverse portfolio of sales and marketing activities. The story’s current chapter includes such highlights as the unique Tissot Touch technology, a brand new automated warehouse facility, a win in the International Timing Competition, timekeeping partnerships with MotoGP and several World Championships, the dynamic Tissot Augmented Reality software, plus over 110 monobrand stores around the world. For Tissot, “In touch with your time” is far more than an advertising claim.
Tissot products and technologies : a long timeline of innovation
Tissot has a long history of product ‘firsts’, which paved the way for the revolutionary touch screen technology of the current Tissot Touch Collection. This timeline of innovation starts in 1853, with its first pocket watch integrating two time zones. The theme of ground-breaking multiple time-zone technology continued in 1953 with the multi-time-zone Tissot Navigator and in 1986, when the Tissot Two-Timer demonstrated its ability to display two time zones in analogue and digital forms via one crown. Other milestones along the way include the original Tissot Classic Prince of 1916, with its curved case and the Tissot Antimagnetic Watch of 1930 in touch with its times in its resistance of interference from telephones and other newly developed electrical equipment. In 1971, the Tissot Astrolon went down in watchmaking history as the first plastic mechanical watch with its plastic movement components.
A spectrum of design and material ‘firsts’ rounds off the Tissot product innovation portfolio. The Tissot Bellflower Gold uses knotted gold threads to create a unique ‘Milanais’ bracelet in 2000. The Tissot material world developed in the 1980s with the Tissot RockWatch made of Swiss granite, launched in 1985, the Tissot PearlWatch in 1987 and the Tissot WoodWatch in 1988. Today’s product range remains faithful to its innovative roots, for example with the tactile watches such as the Tissot T-Touch Expert, Tissot T-Touch II, Tissot Sea-Touch, Tissot Sailing-Touch and the last tactile model, the Tissot Racing-Touch launched in 2011. To this day, the company remains leader in the tactile watch technology. Another breakthrough product was the Tissot Couturier which features a revolutionary C01.211 automatic chronograph movement inspired by its Astrolon ancestor.
Expeditions & Sports watches : precision in action
A deep-rooted passion for sport has transformed itself into a comprehensive schedule of high-profile timekeeping partnerships – the perfect platform for demonstrating the Tissot dedication to precision in action. In addition to its official timekeeping partnerships with MotoGP, FIM Superbike, FIBA, AFL, and CBA the World Championships of Cycling, Fencing and Ice hockey entrust their timekeeping and data handling to the Swiss brand. The multi-product specialist has carried out the timekeeping for some of the world’s most prestigious multi-discipline sporting events such as the Asian Games in Doha in 2006, the Pan American Games in Rio de Janeiro in 2007 and the Commonwealth Games in Delhi in October 2010. Active involvement in all of these sporting events brings the brand closer to fans all over the world, whether they are watching live, on television or taking part in the action by wearing one of the associated special edition watches. Tissot watches have also been part of the vital equipment of some of the world’s most courageous explorers, with destinations ranging from Mount Everest to Siberia.
Ambassadors of Tissot : excellent all-round performance
Mirroring the diversity of the Tissot brand is its family of ambassadors. These exceptional individuals represent a variety of cultures, nationalities and talents. Their diverse professions range from sports to acting – their common feature is their dedication to unrivalled performance. Expressing the Tissot love of motorsport, which began in the 1960s, are Danica Patrick, race car driver and also the first woman to win an IndyCar® race, Nicky Hayden, MotoGP rider and 2006 MotoGP World Champion, as well as Thomas Lüthi from Switzerland, the 2005 MotoGP 125cc World Champion. Michael Owen represents football, Tony Parker represents Basketball in the ambassador team and Steven Stamkos ice hockey. Flying the flag for fencing is 2008 Olympic Sabre Champion Zhong Man. In the highly communicative world of film and television, a performance of a totally different kind is personified in the Tissot ambassador family by the actors Deepika Padukone, Barbie Xu and Huang Xiaoming.
Sales and marketing : keeping in touch with customers everywhere
The opening of the new prestigious Tissot Event Boutique in Milan’s Piazza Duomo in December notched the number of monobrand stores around the world towards the 110 mark. Eye-catching displays based on the stunning Tissot advertising campaign shot by Jeff Burton, as well as interactive presentations, enable visitors to experience the diversity and energy of the brand. All of thes and the 5,500 shop-in-shops around the globe revolve around this principle of involvement and ‘infotainment’. Tissot has over 14,000 points of sale and a presence in 160 countries, ensuring constant proximity to existing and potential customers. New media is also used in order to connect with people. In addition to the Tissot Augmented Reality software http://www.tissot.ch/reality/, these interactive channels include Facebook http://www.facebook.com/Tissot, www.youtube.com/tissot and www.thewatchavenue.com.
History of Tissot : the birth and progress of a pioneering spirit
From the very beginning, the brand was destined to be more than just a local creation, as Charles-Emile Tissot, son of the founder Charles-Félicien, implemented plans for expansion far beyond the Swiss borders. In 1858, Charles-Emile left Le Locle with a sample of pocket watches to travel to Russia, land of the Tsars and a country synonymous at the time with patronship of the arts and technical innovation. The Tissot savonnette pocket watches turned out to be a huge success with the Russian bourgeoisie and special editions were even created with the effigy of the Tsar or his officers. However, Russia was not the only market to appeal to Charles-Emile Tissot’s pioneering spirit – he travelled to the USA and Latin America on his extensive and rewarding sales mission.
Tissot also expanded in Europe, winning a number of medals at the Exhibitions in Paris, Anvers (Antwergen) and Geneva at the end of the nineteenth century as well as at the beginning of the twentieth century. It continues on that winning streak in the twenty-first century, obtaining the first prize in the “Classic – Enterprise” category of the 2011 International Timing Competition. This is the ultimate celebration of precision perfection and expertise in watchmaking and victory follows an arduous path. The winning Tissot Le Locle Chronometrie successfully passed scientific and technical testing in the official certified laboratories of Besançon’s Observatory and by the Contrôle Officiel Suisse des Chronomètres (Swiss Official Controlling of Timing) in Bienne. It was then exposed to particularly tough magnetic fields and shocks at the Haute Ecole Arc in Le Locle. Today, the company continues on its victory path while its love for exploring new territory lives on…
For Tissot, “In touch with your time” is far more than an advertising claim. This phrase expresses the brand’s DNA; its proven dedication to being perfectly in tune with the technology and tastes of each era. Tissot has been growing and developing its tradition of innovation since 1853. From the early days to the present, in its home in Le Locle in the Swiss Jura Mountains, Tissot has translated craftsmanship and precision into stylish timepieces now sold in more than 160 countries around the world. Special materials, advanced functionality and meticulous design detail join forces to create the luxury of accessibility. Tissot is a member of the Swatch Group, the world’s largest watch producer and distributor of Swiss Watches, as well as official timekeeper and partner of MotoGP, FIM Superbike, FIBA, AFL, CBA and the World Championships of cycling, fencing and ice hockey. With the latest innovations in its communication and product, Tissot presents impressive proof of its signature, “Innovators by Tradition