It has been just a few years since we final caught up with you (2021). In that point, it looks as if Tissot has gone from energy to energy. How has the model dealt with the persevering with success of the PRX assortment?
The continued success of the PRX Assortment has been an extremely rewarding journey for Tissot. From the second we launched the PRX, we knew it might resonate with our viewers. The demand has surpassed our expectations. Promoting many extra models than we initially forecasted is a testomony to the sturdy connection our prospects have with this iconic assortment.
To construct on this success, we’ve expanded the PRX line with new fashions and particular editions that actually seize the spirit of the model. One of many highlights this yr is the PRX UFO Robotic Grendizer, a collaboration that brings collectively the perfect of Swiss craftsmanship and 70s design with the beloved manga popular culture of the identical period. This venture is especially particular to me, as Grendizer was a favorite of mine rising up. Working with the legendary Go Nagai, the creator of Grendizer, has been an absolute honour.
This collaboration has not solely added a brand new dimension to the PRX Assortment however has additionally delighted each longtime followers and new prospects alike.
The PRX continues to be vital timepiece, and we’re excited to maintain shocking our viewers with new and revolutionary choices. The way forward for the PRX is vivid, and we’re thrilled to be on this journey with our prospects.
On the identical time that Tissot has been elevating its profile, you too have been rising with the model. What are a number of the issues you’ve discovered on this time?
My journey with the model has been certainly one of super private {and professional} progress. One of the vital invaluable classes I’ve discovered is the significance of embracing the wealthy historical past that defines Tissot. Early in my tenure, I had the privilege of diving into our archives, the place I found over 7,000 lovely watches courting again to 1853.
This expertise was like uncovering hidden treasures, each bit telling a novel story. It was a reminder of how essential it’s to remain linked to our heritage, because it gives authenticity and legitimacy that resonates deeply with our prospects.
Furthermore, main Tissot by means of the challenges of the pandemic taught me the significance of adaptability and resilience. These experiences strengthened the have to be versatile and to speed up our digital transformation whereas sustaining the excessive requirements of high quality and precision that Tissot is understood for.
What I’ve discovered most profoundly is that keenness and persistence are key to overcoming challenges and driving success. Staying true to our model’s distinctive story, specializing in what actually issues, and persevering with to innovate are ideas which have guided us.
You instructed us you have been discovering treasures within the archives, and we have now seen some spectacular ends in the PR516 and the Sideral. What else do you’ve in retailer for us?
Our archives are actually a treasure, stuffed with unbelievable designs, applied sciences, and experiences that spotlight Tissot’s authenticity and wealthy heritage. Certainly, we’ve already seen the success of reimagined classics just like the PRX, PR516, and Sideral, which resonate with at this time’s development towards classic fashions. The recognition of those collections reveals the lasting attraction of our previous designs.
Whereas the archives proceed to encourage us, we’re additionally centered on innovation and creating new, thrilling merchandise. We goal to steadiness our wealthy historical past with contemporary, forward-thinking designs, making certain that Tissot stays each timeless and cutting-edge, with watches impressed by our partnerships with the T-Race MotoGP for instance or creating the T-Contact Join Sport. As for what’s subsequent, you’ll have to attend and see—we have now some thrilling issues in retailer!
When it comes to having a historical past of innovation, we’re significantly impressed with cast carbon and the Tissot-specific story there. It’s again now for the PRX. How vivid is the longer term for composite supplies, at an reasonably priced value level, in Swiss watchmaking?
Tissot’s historical past of innovation is deeply tied to our use of superior supplies, and the return of cast carbon within the PRX is an ideal instance of this legacy. Our journey with revolutionary supplies started with groundbreaking fashions just like the Sideral, the world’s first fiberglass watch, which set a brand new commonplace for light-weight and sturdy design again in 1971.
Bringing cast carbon into the PRX continues this custom. It’s a materials that captures the identical spirit of innovation as the unique fiberglass, providing a mix of light-weight energy and fashionable aesthetics.
The way forward for composite supplies in Swiss watchmaking is extremely promising. These supplies enable us to push the boundaries of what’s attainable in design and efficiency whereas sustaining the accessibility that Tissot is understood for. We consider that as these applied sciences evolve, they are going to play an more and more very important position in making high-quality, revolutionary Swiss watches out there to a broader viewers.
Ditto for artificial actions components, which Tissot has a novel perspective on. We largely see this in Swatch at this time however is that this one thing Tissot would lean into as nicely? In different phrases, is motion innovation one thing Tissot will discover, and what kind of innovation might we count on, usually phrases?
Tissot has all the time been on the forefront of motion innovation, and whereas artificial motion components are extra generally related to Swatch, we’ve actually embraced and expanded our method over time. In 1971, the Tissot Thought 2000 went down in watchmaking historical past with its Astrolon motion, as world’s first mechanical watch in artificial materials. Extra lately, in 2012, we produced the Powermatic 80 motion that gives a higher energy reserve of 80 hours with excessive precision and robustness, because of an improved regulator system.
That stated, we’re not restricted to improvements in mechanical actions. On the innovation entrance, we’ve additionally invested in photo voltaic know-how, that we have now built-in to our T-Contact Assortment, the newest instance being the T-Contact Join Sport. It implies that we will provide an extended longevity to our customers with out compromising on high quality. Our linked watches have additionally developed, with the newest technology providing much more superior options and improved connectivity. We can be persevering with to spend money on photo voltaic know-how so you possibly can count on extra improvements to return.
Shifting on to broader issues, Tissot means many issues to collectors and people acquainted with the heritage right here. How do you suppose the youthful set sees it? We perceive that there’s some analysis displaying that Gen Z watch fanatics are focused on traditional types but in addition modern design. How nicely positioned is Tissot to capitalise on this?
Tissot is uniquely positioned to resonate with youthful audiences, significantly Gen Z, who’re displaying a rising curiosity in each traditional types and modern designs. Analysis signifies that the age group most inclined to spend money on Swiss watches is below 30, which is a promising signal for Tissot. Our model serves as an entry level into the world of luxurious, providing meticulously crafted Swiss watches at an accessible value level, making it a super selection for these celebrating important life achievements or new-found standing.
The PRX assortment has significantly strengthened our attraction amongst youthful watch fanatics, showcasing that Tissot is able to mixing traditional design with fashionable aptitude. This has been complemented by efficient advertising and marketing campaigns and robust model communication that resonate with the values of the youthful technology, who search to interrupt conventional codes whereas nonetheless valuing high quality and longevity.
Moreover, our funding in e-commerce over the previous six years has made our watches extra accessible to everybody, whether or not they favor buying on-line or in-store. Our initiatives like click-and-collect additionally help our retail companions whereas driving high quality site visitors to brick-and-mortar shops.
Associated to the above, how does Tissot intend on staying related to each a brand new technology of fanatics and the present ones? With collaborations akin to the brand new Grendizer piece?
Our technique includes providing distinctive merchandise at accessible costs, which has all the time been a cornerstone of our identification. For instance, by means of quantity and economies of scale, we will provide high-quality timepieces just like the PRX Chrono or Telemeter 1983 with a Valjoux motion for below CHF 2,000, making high quality Swiss watches attainable for youthful audiences with extra restricted budgets but in addition watch fanatics with an even bigger finances who respect high quality merchandise.
Concerning collaborations, just like the latest Grendizer piece, the fantastic thing about it’s that it speaks to each generations. By linking the nostalgia of Grendizer with the timeless design of the PRX, we create a novel providing that appeals to each collectors acquainted with the unique sequence and youthful audiences launched to it by means of the Grendizer-U sequence that have been simply launched this summer season. They’re additionally intriguing by means of their cultural significance, because it additionally faucets right into a broader cultural appreciation for Japanese popular culture and manga. The PRX, with its classic attraction courting again to the 70s, when the manga was created, was a pure associate for this collaboration.
This method permits Tissot to have fun its wealthy historical past whereas additionally staying linked to modern traits, making certain that we stay related to each seasoned collectors and a brand new technology of watch fanatics.
As one of many few Swiss manufacturers nonetheless dedicated to creating accessible mechanical watches alongside quartz and different digital choices, how do you view the way forward for this section (which by some accounts is below stress)?
At Tissot, we try to make meticulously crafted Swiss watches probably the most fascinating and but accessible prize to have fun a new-found standing. We’ll all the time do our greatest to create watches for everybody, which is why our core value ranges between CHF 300.- and CHF 1000.- to have the ability to provide watches that may go well with any want with varied problems and options however all the time taking note of the high quality element to extend the perceived worth. The proportion between quartz and mechanical stays secure at 60% for quartz watches and 40 p.c for mechanical watches. I don’t see that altering that a lot within the foreseeable future.
This text first appeared on WOW’s Autumn Problem #74
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