It has been a few years since we last caught up with you (2021). In that time, it seems like Tissot has gone from strength to strength. How has the brand handled the continuing success of the PRX collection?
The continued success of the PRX Collection has been an incredibly rewarding journey for Tissot. From the moment we launched the PRX, we knew it would resonate with our audience. The demand has surpassed our expectations. Selling many more units than we initially forecasted is a testament to the strong connection our customers have with this iconic collection.
To build on this success, we’ve expanded the PRX line with new models and special editions that truly capture the spirit of the brand. One of the highlights this year is the PRX UFO Robot Grendizer, a collaboration that brings together the best of Swiss craftsmanship and 70s design with the beloved manga pop culture of the same era. This project is particularly special to me, as Grendizer was a favourite of mine growing up. Working with the legendary Go Nagai, the creator of Grendizer, has been an absolute honour.
This collaboration has not only added a new dimension to the PRX Collection but has also delighted both longtime fans and new customers alike.
The PRX continues to be a must-have timepiece, and we’re excited to keep surprising our audience with new and innovative offerings. The future of the PRX is bright, and we’re thrilled to be on this journey with our customers.
At the same time that Tissot has been raising its profile, you too have been growing with the brand. What are some of the things you have learned in this time?
My journey with the brand has been one of tremendous personal and professional growth. One of the most valuable lessons I’ve learned is the importance of embracing the rich history that defines Tissot. Early in my tenure, I had the privilege of diving into our archives, where I discovered over 7,000 beautiful watches dating back to 1853.
This experience was like uncovering hidden treasures, each piece telling a unique story. It was a reminder of how crucial it is to stay connected to our heritage, as it provides authenticity and legitimacy that resonates deeply with our customers.
Moreover, leading Tissot through the challenges of the pandemic taught me the importance of adaptability and resilience. These experiences reinforced the need to be flexible and to accelerate our digital transformation while maintaining the high standards of quality and precision that Tissot is known for.
What I’ve learned most profoundly is that passion and persistence are key to overcoming challenges and driving success. Staying true to our brand’s unique story, focusing on what truly matters, and continuing to innovate are principles that have guided us.
You told us you were discovering treasures in the archives, and we have seen some impressive results in the PR516 and the Sideral. What else do you have in store for us?
Our archives are truly a treasure, filled with incredible designs, technologies, and experiences that highlight Tissot’s authenticity and rich heritage. Indeed, we’ve already seen the success of reimagined classics like the PRX, PR516, and Sideral, which resonate with today’s trend toward vintage models. The popularity of these collections shows the lasting appeal of our past designs.
While the archives continue to inspire us, we’re also focused on innovation and creating new, exciting products. We aim to balance our rich history with fresh, forward-thinking designs, ensuring that Tissot remains both timeless and cutting-edge, with watches inspired by our partnerships with the T-Race MotoGP for example or developing the T-Touch Connect Sport. As for what’s next, you’ll have to wait and see—we have some exciting things in store!
In terms of having a history of innovation, we are particularly impressed with forged carbon and the Tissot-specific story there. It is back now for the PRX. How bright is the future for composite materials, at an affordable price point, in Swiss watchmaking?
Tissot’s history of innovation is deeply tied to our use of advanced materials, and the return of forged carbon in the PRX is a perfect example of this legacy. Our journey with innovative materials began with groundbreaking models like the Sideral, the world’s first fiberglass watch, which set a new standard for lightweight and durable design back in 1971.
Bringing forged carbon into the PRX continues this tradition. It is a material that captures the same spirit of innovation as the original fiberglass, offering a combination of lightweight strength and modern aesthetics.
The future of composite materials in Swiss watchmaking is incredibly promising. These materials allow us to push the boundaries of what’s possible in design and performance while maintaining the accessibility that Tissot is known for. We believe that as these technologies evolve, they will play an increasingly vital role in making high-quality, innovative Swiss watches available to a broader audience.
Ditto for synthetic movements parts, which Tissot has a unique perspective on. We mostly see this in Swatch today but is this something Tissot would lean into as well? In other words, is movement innovation something Tissot will explore, and what sort of innovation could we expect, in general terms?
Tissot has always been at the forefront of movement innovation, and while synthetic movement parts are more commonly associated with Swatch, we’ve certainly embraced and expanded our approach over the years. In 1971, the Tissot Idea 2000 went down in watchmaking history with its Astrolon movement, as world’s first mechanical watch in synthetic material. More recently, in 2012, we produced the Powermatic 80 movement that provides a greater power reserve of 80 hours with extreme precision and robustness, thanks to an improved regulator system.
That said, we are not limited to innovations in mechanical movements. On the innovation front, we’ve also invested in solar technology, that we have integrated to our T-Touch Collection, the latest example being the T-Touch Connect Sport. It means that we can offer a longer longevity to our consumers without compromising on quality. Our connected watches have also evolved, with the latest generation offering even more advanced features and improved connectivity. We will be continuing to invest in solar technology so you can expect more innovations to come.
Moving on to broader matters, Tissot means many things to collectors and those familiar with the heritage here. How do you think the younger set sees it? We understand that there is some research showing that Gen Z watch enthusiasts are interested in classic styles but also contemporary design. How well placed is Tissot to capitalise on this?
Tissot is uniquely positioned to resonate with younger audiences, particularly Gen Z, who are showing a growing interest in both classic styles and contemporary designs. Research indicates that the age group most inclined to invest in Swiss watches is under 30, which is a promising sign for Tissot. Our brand serves as an entry point into the world of luxury, offering meticulously crafted Swiss watches at an accessible price point, making it an ideal choice for those celebrating significant life achievements or new-found status.
The PRX collection has particularly strengthened our appeal among younger watch enthusiasts, showcasing that Tissot is capable of blending classic design with modern flair. This has been complemented by effective marketing campaigns and strong brand communication that resonate with the values of the younger generation, who seek to break traditional codes while still valuing quality and longevity.
Additionally, our investment in e-commerce over the past six years has made our watches more accessible to everyone, whether they prefer shopping online or in-store. Our initiatives like click-and-collect also support our retail partners while driving quality traffic to brick-and-mortar stores.
Related to the above, how does Tissot intend on staying relevant to both a new generation of enthusiasts and the existing ones? With collaborations such as the new Grendizer piece?
Our strategy involves offering exceptional products at accessible prices, which has always been a cornerstone of our identity. For example, through volume and economies of scale, we can offer high-quality timepieces like the PRX Chrono or Telemeter 1983 with a Valjoux movement for under CHF 2,000, making fine Swiss watches attainable for younger audiences with more limited budgets but also watch enthusiasts with a bigger budget who appreciate quality products.
Regarding collaborations, like the recent Grendizer piece, the beauty of it is that it speaks to both generations. By linking the nostalgia of Grendizer with the timeless design of the PRX, we create a unique offering that appeals to both collectors familiar with the original series and younger audiences introduced to it through the Grendizer-U series that were just launched this summer. They are also intriguing through their cultural significance, as it also taps into a broader cultural appreciation for Japanese pop culture and manga. The PRX, with its vintage appeal dating back to the 70s, when the manga was created, was a natural partner for this collaboration.
This approach allows Tissot to celebrate its rich history while also staying connected to contemporary trends, ensuring that we remain relevant to both seasoned collectors and a new generation of watch enthusiasts.
As one of the few Swiss brands still committed to making accessible mechanical watches alongside quartz and other digital offerings, how do you view the future of this segment (which by some accounts is under pressure)?
At Tissot, we strive to make meticulously crafted Swiss watches the most desirable and yet accessible prize to celebrate a new-found status. We will always do our best to create watches for everyone, which is why our core price ranges between CHF 300.- and CHF 1000.- to be able to offer watches that can suit any need with various complications and features but always paying attention to the fine detail to increase the perceived value. The percentage between quartz and mechanical remains stable at 60% for quartz watches and 40 percent for mechanical watches. I don’t see that changing that much in the foreseeable future.
This article first appeared on WOW’s Autumn Issue #74
For more on the latest in luxury watch reads from WOW, click here.
