Tissot timekeeping

Tissot is extensively sponsoring sporting events as an official timekeeper, the Australian Football League known as the AFL has been sponsored by Tissot for a couple of years now. The best on ground player on the Friday night game is awarded a Tissot watch after the match; needless to say, this is the premier time slot. I am also informed that a commemorative watch is struck for each player in the Grand Final winning team.

The AFL Grand Final is a huge sporting event on the Australian calendar held on the last weekend of September with the two teams winning their way through the finals series to the Melbourne Cricket Ground event with a capacity of just over 100,000 people for a match to crown the premiership team.

The National Basketball League in the United States has had Tissot performing timekeeping duties. The NBL is followed worldwide by basketball fans so would have a very high exposure to fans around the globe with individual players gaining international notoriety. Tissot is a mid-tier timepiece in the Swatch Group, one expects as an entry-level Swiss timepiece, this sponsorship would appeal to the mass market as an affordable wrist watch.

I am now starting to see Tissot watches on the wrists of people when I am out and about, so one expects this sponsorship to continue into the future whilst the branding remains successful. Tissot as a brand is supported by the technology invested within the Swatch Group, a consortium of elite Swiss watchmakers filling the full range of watchmakers from entry-level to ultra prestige brands. Is the Tissot strategy working? I would suggest so, this mid-tier timepiece is positioned to cash in on their support of elite level sports.