Tissot CEO Sylvain Dolla
It’s been a few years since our last conversation (in 2021). During this period, Tissot seems to have flourished. How has the brand managed the ongoing success of the PRX collection?
The ongoing success of the PRX Collection has been an immensely gratifying path for Tissot. From the very first launch, we anticipated its appeal to our audience. The demand has exceeded our expectations. Selling substantially more units than projected highlights the strong bond our customers feel with this iconic collection.
To capitalise on this achievement, we have expanded the PRX range with new models and special editions that embody the essence of our brand. A highlight for this year is the PRX UFO Robot Grendizer, a collaboration that merges Swiss craftsmanship with the 70s aesthetic and beloved manga culture from that era. This project is particularly meaningful to me since Grendizer was a personal favorite during my childhood. Collaborating with the legendary Go Nagai, the creator of Grendizer, has been a true privilege.
This collaboration has not only enriched the PRX Collection but has also thrilled both longtime fans and new customers.
The PRX remains a must-have watch, and we are eager to keep surprising our audience with innovative new offerings. The future of the PRX is bright, and we are excited to embark on this journey alongside our customers.
Tissot PRX Grendizer
As Tissot has been enhancing its profile, you have also grown alongside the brand. What lessons have you learned during this time?
My experience with the brand has been marked by significant personal and professional growth. One crucial lesson I’ve learned is the importance of embracing Tissot’s rich history. Early in my journey, I had the chance to explore our archives, uncovering over 7,000 exquisite watches dating back to 1853.
This experience felt like uncovering hidden treasures, with each piece conveying its own unique story. It underscored the importance of staying connected to our heritage, which provides the authenticity and legitimacy that resonates with our customers.
Furthermore, guiding Tissot through the pandemic’s challenges taught me the significance of adaptability and resilience. These experiences reinforced the necessity of being flexible and expediting our digital transformation, while maintaining Tissot’s high-quality standards known for precision and excellence.
What I’ve learned most profoundly is that passion and persistence are essential for overcoming challenges and achieving success. Staying true to our brand’s unique narrative, prioritising what truly matters, and continuing to innovate have been guiding principles for us.
You mentioned discovering treasures in the archives, and we’ve admired the impressive outcomes seen in the PR516 and the Sideral. What else do you have planned for us?
Our archives are an invaluable resource, brimming with exceptional designs and technologies that showcase Tissot’s authenticity and rich history. Indeed, we’ve already witnessed the success of reimagined classics like the PRX, PR516, and Sideral, which align perfectly with the current vintage trend. The popularity of these collections demonstrates the enduring appeal of our classic designs.
While our archives continue to inspire us, we are also dedicated to innovation and crafting new, exciting products. We strive to balance our rich history with fresh, forward-thinking designs, ensuring Tissot remains both timeless and cutting-edge—like our collaborations with the T-Race MotoGP and the development of the T-Touch Connect Sport. As for what’s next, you’ll need to stay tuned—we have thrilling things on the horizon!
Regarding innovation, we are particularly impressed with forged carbon and Tissot’s specific narrative surrounding it. It’s now returning for the PRX. What does the future hold for composite materials in Swiss watchmaking at an affordable price point?
Tissot’s innovative legacy is directly linked to our use of advanced materials, and the reintroduction of forged carbon for the PRX exemplifies this history. Our journey with innovative materials began with the revolutionary Sideral, the first fiberglass watch in the world, which established a new benchmark for lightweight and durable design in 1971.
Integrating forged carbon into the PRX perpetuates this tradition. This material captures the innovative spirit reminiscent of the original fiberglass, combining lightweight durability with contemporary design aesthetics.
The future for composite materials in Swiss watchmaking is incredibly bright. These materials enable us to stretch the limits of design and performance while keeping accessibility in mind—something Tissot is well-known for. We anticipate that as these technologies evolve, they will play a more significant role in making high-quality, innovative Swiss watches available to a broader audience.
PRX Grendizer
Similarly, the same applies to synthetic movement parts, an area where Tissot has a distinctive viewpoint. While we typically see this in Swatch, is this something Tissot would also pursue? In other words, will Tissot explore movement innovation, and what type of innovation might we anticipate?
Tissot has consistently led the charge in movement innovation, and although synthetic movement parts are primarily associated with Swatch, we have certainly embraced and expanded our strategy over the years. The Tissot Idea 2000 made history in 1971 with its groundbreaking Astrolon movement, marking the world’s first mechanical watch crafted from synthetic material. More recently, in 2012, we introduced the Powermatic 80 movement, providing an impressive 80-hour power reserve with remarkable precision and durability, thanks to an enhanced regulating system.
However, our innovations are not restricted to mechanical movements. We have also made significant strides in solar technology, integrating it into our T-Touch Collection—our latest model being the T-Touch Connect Sport. This development enables us to offer greater longevity for our consumers without compromising quality. Our connected watches have similarly advanced, with the latest generation featuring enhanced functionalities and better connectivity. We will continue to invest in solar technology, promising further innovations in the future.
Shifting to broader topics, Tissot holds diverse meanings for collectors and those aware of its heritage. How might younger consumers perceive it? Research indicates that Gen Z watch enthusiasts are drawn to both classic and contemporary styles. How well-positioned is Tissot to seize this opportunity?
Tissot is uniquely situated to connect with younger demographics, especially Gen Z, who increasingly favour both classic styles and modern designs. Data reveals that individuals under 30 represent the demographic most inclined to invest in Swiss watches, indicating a positive outlook for Tissot. Our brand serves as a stepping stone into the luxury world, offering meticulously crafted Swiss watches at accessible price points, making them ideal for those commemorating significant milestones or newfound status.
The PRX collection notably enhances our appeal among younger watch enthusiasts, demonstrating Tissot’s ability to merge classic design elements with contemporary styles. Effective marketing strategies and communication resonate well with younger consumers, who desire to challenge traditional norms while upholding values of quality and longevity.
Addtionally, our e-commerce investment over the past six years has made our watches accessible to all, catering to those who prefer shopping online or in-store. Initiatives like click-and-collect support our retail partners while driving quality foot traffic to physical stores.
PRX Grendizer
In relation to this, how does Tissot plan to remain relevant to both a new wave of enthusiasts and existing fans, particularly through collaborations like the recent Grendizer piece?
Our strategy revolves around offering exceptional products at accessible price points, which has always been integral to our identity. Through efficiency and economies of scale, we can provide high-quality timepieces like the PRX Chrono or Telemeter 1983 with a Valjoux movement for under CHF 2,000—making exquisite Swiss watches attainable for younger customers with limited budgets and established collectors who appreciate top-quality items.
Regarding collaborations such as the recent Grendizer piece, the beauty lies in its universal appeal across generations. By connecting the nostalgia of Grendizer with the enduring design of the PRX, we present a unique offering that attracts both seasoned collectors familiar with the original series and younger audiences who are discovering it through the recently launched Grendizer-U series. This collaboration also resonates culturally, linking to a broader appreciation for Japanese pop culture and manga. The vintage allure of the PRX, dating back to the 70s when the manga originated, makes it a fitting partner for this venture.
This strategy allows Tissot to celebrate its formidable history while remaining attuned to contemporary trends, ensuring we stay relevant to both long-time collectors and a new generation of watch aficionados.
As one of the few Swiss brands still dedicated to creating accessible mechanical watches alongside quartz and other digital options, how do you perceive the future of this segment, especially considering some reports suggest it’s under pressure?
At Tissot, we aim to make meticulously crafted Swiss watches the most appealing and accessible prize to mark a newfound status. Our commitment is to design timepieces for all, which is why our core price range fluctuates between CHF 300 and CHF 1000, allowing us to create watches that meet various needs, featuring numerous complications while maintaining meticulous attention to detail to enhance perceived value. The current ratio between quartz and mechanical watches remains stable at 60% for quartz and 40% for mechanical variants. I don’t foresee significant changes in this balance in the near future.
This article first appeared in WOW’s Autumn Issue #74
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