Tissot CEO Sylvain Dolla Wants To Make Watches For Everyone
Sylvain Dolla, CEO Tissot
Picture: Tissot

We final talked about your lengthy historical past in Swatch Group, and also you talked about that you just discovered the business was the suitable one for you. What retains you coming again for extra? 

In fact, I’m an actual watch fanatic and that’s most likely one of many strongest elements. Furthermore, Tissot is a really sturdy model within the watch business and has been ever since its basis in 1853 so it’s an honour for me to be on the head of it, to be a part of its historical past, in order that undoubtedly helps too! 

Tissot has been a significant power in watchmaking for greater than 150 years. How do you retain the model contemporary but nonetheless true to its roots? And to make the longer term even higher, as you instructed us final time? 

Tissot stands by its motto “Innovators by Custom”, which is rooted within the model all through its historical past. That is nonetheless the case at present, as we keep true to those roots, which leads us to supply watches, options and communication which can be in contact with our occasions and that enchantment to new audiences, whereas remaining trustworthy to our model id. 

A great instance of that is the newest PRX Assortment and its campaigns. Just like the product, the campaigns take inspiration from the previous but have a contemporary enchantment with an edgy and flamboyant twist; we’re utilizing a full 360° activation to roll them out. 

On a extra basic scale, we additionally proceed our innovation technique and reinforcing digitalisation with main tasks on e-commerce, CRM, digital activation of warranties, related watches improvement, simply to call a couple of key tasks. Our digital departments are nonetheless increasing to satisfy demand and adapt, as finest and as shortly as doable, to the wants of the market. 

Almost about the recognition of the PRX once more, and another fashions from a wide range of manufacturers, it appears watchmaking is just not in a position to maintain tempo with demand. Is that this associated to disruptions over the past two years or is demand actually outpacing provide? What will be performed about this to keep away from irritating clients and alienating youthful consumers who’re solely now discovering the worth of timepieces? 

After we launched the PRX Assortment, we knew it was going to be a hit. For me it was an apparent selection. That stated, we underestimated simply how a lot demand it will generate, as our forecasts have been massively exceeded. We’re promoting 20 occasions extra items than we initially deliberate, which was a really constructive shock. Forecasting is just not all the time a simple train however the truth that there’s demand and generally even the wait, provides worth to the items and renders them much more interesting to the buyer. 

We realise that “worth” is a loaded phrase when discussing watches lately, so allow us to make clear that we imply the intrinsic and perceived worth, not the potential for appreciation or captial safety! What’s your perspective on the speculative wave that has descended on watchmaking? 

We’re one of many only a few manufacturers that may provide such high quality at that value because of the quantity we produce. We pay a variety of consideration to the main points of the product so as to add perceived worth. It isn’t about including gold or valuable stones however about engaged on the main points of the watch and pushing the boundaries with suppliers so that each aspect, such because the indices, brushed dials and so on. can prove the best way you needed them to and improve the perceived worth of the top product. 

Returning to the PRX generally, this assortment continues to be some of the thrilling choices in watchmaking general. What’s subsequent — one other complication like an annual calendar, a GMT, or possibly one thing completely completely different, such because the half-gold mannequin? 

The PRX is unquestionably right here to remain. Following the success of the primary quartz model, we expanded the gathering with automated fashions, that includes a Powermatic 80 motion and a chronograph model with a Valjoux motion for our connoisseurs searching for a high quality timepiece (reflective of the model’s historical past). We’ve got now additionally simply launched the 35mm mannequin that takes the watch one step nearer to the unique mannequin with the identical case dimension. We’ve got been listening to our shoppers and have been responding to their requests. I wouldn’t wish to give all of it away however what I can say is that we do certainly have another surprises within the pipeline to return for the PRX Assortment so maintain a watch out! 

Providing distinctive merchandise at accessible costs is a part of the Tissot’s id. Quantity and economies of scale are what permit us to take action, and to create and provide merchandise such because the PRX Chronograph or a Telemeter 1938 with a Valjoux motion, for instance, for lower than CHF2,000. 

It is usually a technique to entice and attain a youthful viewers, who should not have limitless budgets however who need to have the ability to afford a nice Swiss watch. The PRX Assortment is, as you say, an ideal instance of this.

To construct on the above query, the PRX assortment appears to have tapped onto what folks actually need in a watch, and watchmaking manufacturers have all the time reserved probably the most enjoyable and thrilling creations for the very best costs. What’s Tissot’s place? 

We is not going to change our value positioning. We’ll all the time attempt to create watches for everybody, which is why our core value ranges between CHF300 and CHF1,000. We would like to have the ability to provide watches that may go well with any want with numerous issues and options, however all the time listening to the nice element to extend the perceived worth. Tissot is the door to the luxury-entry value level. 

I believe that’s what makes for achievement; it’s the consideration to element. For the PRX, we actually labored on each aspect of the watch so as to obtain the outcomes we did with a particularly qualitative watch that might converse to everybody, whether or not with a excessive or extra average revenue. The eye to element is what makes the distinction. We additionally did all the pieces to make it not solely look good however really feel good on the wrist. This was important for us. 

Whereas we’ve been reporting on the sturdy well being of the watch enterprise, this appears to be true solely within the section above CHF3,000 (export value as outlined by the FH). You might have famous that Tissot is defying this. How has the model achieved this? 

The power of an organization to adapt is the important thing to success. Even when these final years haven’t been report years, the basics for the model are sturdy and now we will solely be higher following the pandemic. Regardless of the onerous occasions, we skilled a rise in our gross sales and have gained market share. In the long run, this era of uncertainty pressured us to develop into much more versatile to proceed to fulfill our clients as finest as doable, as we all the time have performed. 

We’ll end with a follow-up on the museum, which we’re very enthusiastic about! Is it accomplished but, and when will we obtain extra information about it to share with our readers? 

We’re making progress, however good issues take time. As I instructed you in our final interview, we’ve an enormous quantity of archives. In the beginning, we have to kind them out by categorising all of them correctly. We’ll then be able to decide on and arrange a museum however it all requires a variety of work and sources. We’ll maintain you posted nevertheless, on the progress. 

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