In its revolutionary new global campaign, Tissot rewrites the rules of watch advertising. Using the claim "In touch with your time", a series of executions featuring brand ambassadors present luxury as being accessible rather than exclusive. This striking black and white print campaign originates from the lens of the Los Angeles based art and fashion photographer Jeff Burton. The refreshing approach of the resultant campaign provides further visible proof of the established Tissot signature, "Innovators by tradition".
Congratulating customers
Driving the success of the most popular traditional Swiss watch brand since 1853 is the justified trust customers all over the world have in the quality and pleasure offered by Tissot timepieces. Millions of wearers evidently refuse to compromise and the campaign specifically congratulates them on their discerning selection of a stylish Swiss-made watch. The campaign's approach focuses on the idea of "substance", the unquestionable quality attached to traditional Swiss craftsmanship and "style", a truly appealing watch design. Some markets will even display the prices of the products in the advertisements to underline the watches' accessibility.
In touch with lifestyles
The new global Tissot campaign, to be launched in March 2010, captures real moments in the lives of ambassadors, Nicky Hayden, Danica Patrick, Michael Owen, Deepika Padukone, Barbie Xu, Zhong Man and Huang Xiaoming. Reality seamlessly merges with glamour, a speciality of Jeff Burton's work. A variety of locations for the shoots, local to the ambassadors, enhance the campaign's integral authenticity. For example, Michael Owen had the backdrop of moody Manchester skies to contend with, Danica Patrick was captured on Malibu Beach in California and Deepika Padukone was shot in Mumbai. The latest Tissot innovation is a powerful pledge to lead the way to a highly modern approach to luxury advertising.
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