In: Root » Business » Branding and certification
The Tissot brand in the last five years has seen a massive shift in its market demographic and market position. Tissot used to be and still is a traditional watch manufacturer. They are a manufacturer who made Swiss watches that were dateless and classic. Ultimately a watch that would last a lifetime. However, the launch of the tactile T-Touch watch in the early 00's signalled a new direction and a whole new demographic for the Tissot brand. The T-Touch was and still is a state of the art piece of recreational equipment that can tell its wearer all sorts of useful information such as; the atmospheric pressure, the altitude and the temperature to name but a few functions. The T-Touch has been revolutionary and it has created new customers who have never heard of the Tissot brand before. Tissot have now entered a new market place where their watches are no longer items that are purchased once and kept for ever. They are now firmly seated in the recreational sports watch market. This new market place has opened the Tissot brand up to an ever growing younger demographic with a disposable income that could now be used to buy Tissot watches. Tissot have been quick to act and have re-launched some of their classic watch families like the PRC100 and the PRC200. With a new style conscious look, these watches are worthy of challenging some of the market leaders. The Tissot brand has begun to cement itself as an affordable Swiss brand that can compete with the big guns such as Seiko and Citizen. This expansion could not have been mastered without the T-Touch. The T-Touch has opened the door to a whole new market and Tissot have been clever enough to cease the chance and rebrand their company. Despite this, Tissot have not forgotten their core market with classic styles like the PR50 and Desire still at the heart of the brand. This shows that Tissot have created a long lasting plan that will see Tissot become just as familiar in the UK as the likes of Tag Heuer and Omega.
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