The Secret to Become the Best Selling Watch in the World

Tissot is the world best selling high-end watch brand. We can often see some people wear T-touch, the well-know Tissot series. At the Basel Fair, BG journalist met Dr. Ulrich Fischer, vice president of Tissot, and discovered the secret to be World No.1 selling watch to together with him.

“Tissot has a long history a proud tradition. At the same time, Tissot always stays ahead of the watch industry in design. Tissot wins for its innovation.” Dr Ulrich holds the opinion that Tissot is a revolutionary brand. Its innovation is backed by tradition. In 1853, the very beginning of establishment, Tissot began to set up the concept of revolution. It has launched not just a few revolutionary watches including the first watch that could display 24 time areas in the world.

The following is the full record of the interview:

Is Tissot the best selling watch in the world?
Of course. T-touch, launched in 2000. is very popular in the world. Now it represent about 20% of Tissot gross sales.

Concerning watch selling, how is Tissot’s sales distribution in the world?
Well, Europe represents 50% of the global market while Asia grows quickest, about 10 % 10 years ago and 25% now. The other regions are not bad. Recently, America also grows very quick. We have sales network in 165 countries. The networks in Middle East and Paciffic region are relatively complete while networks in regions like Africa, of cource, need to be improved.

Do you pay more attention to trends?
Customer is God. We do attach great importance to trends to meet customer needs. We keep predicting fashion trends. We also create trends to drive the likes of customers. Futurism represents trends that will appear in the future. I believe our designer have smart sense and correct judgement. There is a tip: if one product succeeds in Italy, then it will succeed all over the world.

What is the relationship between trends and fashion?
Just like ocean waves. We can not be too fashionable nor too avant-garde if we want to survive in ocean waves because trends always last a short time. Tissot has a history of 150 years. We have been thinking how to better survive. And our experience of many years tells us: watch-making should carry tradition and be a little more conservative. Only in that way, we can make better development.

What kind of fashion trend is there again this year
First of all, there will be more and more watches of different shapes. Last Year large-size watches were popular. This year, in my opinion, factories will began to make smaller-size watches. Golden watches will be more fashionable. Dazzling diamond dial may be very hot. And the movement tends to more sophisticated.

Does Tissot have special plan for Chinese market? What is the characteristic of Chinese Market?
China is a huge market which I am quite impressed. I once lived in Tianjin for several years. I deeply understand the recent changes in China. These changes bring great impact to the world.

I also witness the quick changes of Chinese market. Chinese go to buy Tissot all over the world. We have to play it by ear.

What is Tissot’s development tendency in future?
In next 150 years, Tissot will still target mid-priced market with the principle of innovation.

At present, we face very cruel competition. On one hand. The low-priced brands keeps rising; On the other hand, high-priced brands launch mid-priced produces. At the same time, watch brands from Japan, Indian and Europe keep releasing new models. Such Competitive situation request us to show our advantages in mid-priced market and complete Tissot, the only brand has touch screen watch, with our innovation tradition.

The foundation of Innovation is sales. We are making breakthrough on package. We, for example, add the motor racing pattern on package.

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