Market Positioning and Share

Tissot is positioned in the accessible luxury market, providing Swiss workmanship at a cheaper cost than other premium brands such as Rolex, Omega, and Patek Philippe. This accessibility does not compromise quality, which is one of the reasons it is so popular. Tissot has a considerable market share within the Swatch Group's portfolio, alongside its sibling brands. Tissot is positioned as a doorway to Swiss luxury, offering a high-quality, inexpensive choice for individuals wishing to invest in Swiss workmanship without breaking the bank. 
 

Brand Identity and Values​

Tissot's brand identity is strongly based on Swiss quality, dependability, and price. Their tagline, "Innovators by Tradition," embodies the ideal blend of heritage and innovation. The brand's pioneering spirit is seen in its creation of tactile technology (T-Touch) and anti-magnetic timepieces, which have distinguished it from the competition. They are well-known for their sports-themed timepieces, which typically coincide with events like as the MotoGP, Tour de France, and NBA.

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Distinctive Brand Assets:

1. Tissot emblem: The prominent 'T' in the emblem represents trust, technology, and timelessness.

2. Signature Watch Faces: Their exquisite designs are readily identifiable, particularly their athletic chronographs and elegant dress watches.

3. Partnerships: Tissot's involvement in major athletic events promotes its brand image as a dependable and precise timekeeper, increasing its unique assets internationally.

 

History and Heritage

Tissot, founded in 1853 in the Swiss town of Le Locle, has a long history of driving innovation in the watch business. Tissot has continually pushed the frontiers of horology, from the first mass-produced pocket watch to the first anti-magnetic wristwatch. Their dedication to innovation is seen in modern collections such as the T-Touch, which includes tactile technology, and the PRX series, a nostalgic yet contemporary product.

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Consumer Perception: What Does Social Listening Say?

Using Brandwatch, a social listening technology, we can get a comprehensive picture of Tissot's presence on social media platforms and how customers perceive it.

Volume and Content Sources: Tissot has a significant social media presence, with YouTube, Instagram, and Twitter dominating in volume because to their strong visual appeal. Instagram, in example, has dozens of pictures tagging Tissot as fans show off their beloved clocks.

Top Sites and Demographics: Men aged 25 to 40 are the most active demographic, particularly discussing Tissot on Reddit and Watchuseek forums. YouTube also stands out, with reviews from influencers and watch experts reaching a younger demographic.

Sentiment and Emotion: Tissot garners really positive responses. With its emphasis on pricing and quality, many Tissot owners are delighted & happy with their purchase, describing it as their first exposure to Swiss luxury. The brand usually evokes feelings of nostalgia, pride, & reliability, especially among those who purchase it as a gift or to celebrate a significant life event.

Geography and Online Behaviour: While Tissot has a global presence, a large share of its social involvement originates from the United States, Europe (particularly the United Kingdom and Switzerland), and Southeast Asia. Consumers in these locations frequently document their experiences through images, unboxings, and product reviews.

 

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