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Brand Profiles

Tissot ads to convey affordable luxury

March 20, 2014

Swiss watch brand Tissot’s new global ad campaign aims to bring the focus back to its heritage. It will run throughout 2014.

New York--Watch brand Tissot is launching a new global advertising campaign that aims to emphasize its Swiss heritage and convey the brand as an affordable luxury.

The campaign, which will feature Tissot’s international brand ambassadors, began running on March 13 and will start to appear across all advertising platforms. It will run throughout 2014 across all markets in which Tissot watches are sold.

The new ads put the focus on the brand’s “Swissness” through the Tissot logo with the “+” sign, which comes not only from the flag of Switzerland, but also to show “the multitude of different qualities in a Tissot watch,” the company said.

The brand said that it is aiming to create to-the-point and instantly recognizable visuals to emotionally connect with its consumers and demonstrate that the brand provides affordable luxury.

The campaign features shots of Tissot’s international ambassadors, including actor Huang Xiaoming, Canadian professional ice hockey player Steven Stamkos, race car driver Danica Patrick, basketball player Tony Parker, and actress Deepika Padukone.

Tissot, which has a presence in more than 160 countries around the world, is part of Swatch Group’s stable of brands.