The Tissot tradition, a heritage brand with moderne appeal

Tissot is very much a modern watch brand, but
it is also a brand with a rich heritage.
Founded by Charles-Félicien Tissot and
his son Charles-Émile in 1853, it
makes it one of Switzerland’s oldest
watch companies. Today, it is known as a
sporty, accessible, entry-level luxury brand
that appeals to all age groups. Le Locle, a
village in Switzerland’s famed
watchmaking district, is where Tissot’s
original factory was founded and the brand
continues to thrive. In the beginning, Tissot
& Fis specialized in gold pocket watches
and pendant watches, with a large part of its
business being ladies’ watches –
Sarah Bernhard was even a client. Many of
Tissot’s watches at the time were
exported to the U.S., but its biggest market
was Russia. In 1885, Charles Tissot,
Charles-Émile’s son, moved to
Moscow to manage the branch his father had
set up there. It thrived until the October
Revolution in 1917, which forced Tissot to
regroup and focus on making their own
movements instead. A few years later, the
brand streamlined its production even more by
merging with Omega under the title SSIH:
Société Suisse pour
l’Industrie Horlogère. Tissot
was an early adopter of the concept of watch
wardrobing, and in the 1930s adopted the
advertising slogan: “A young woman and
three watches.” From sporty models with
leather straps to classic bracelet styles,
Tissot had every occasion covered,
encouraging women to own more than one watch.
In the 1950s and ‘60s, Tissot created
some of the pieces that are now iconic to the
brand, including the sporty Navigator, which
was soon followed by the Astrolon quartz
watch. Then come the 1970s, when Tissot had
begun its extensive involvement in the world
of sports, partnering with teams such as
Ensign Renault and Lotus, and international
racers including Jacky Ickx, Clay Regazzoni,
and Mario Andretti. Still closely associated
with the world of sports, Tissot is the
Official Timekeeper of the

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