Tissot unveils its latest campaign, The Gift of Time — a cinematic journey that celebrates the brand’s heritage while speaking to today’s generation. Presented during the festive season, the campaign embodies the spirit of celebration and togetherness, while delving into the tradition and values that have defined Tissot across time.
The film unfolds within a train carriage, where a single protagonist embarks on a surprising journey through time. From Tissot’s foundation in 1853 to today, the story reflects the Brand’s enduring presence across generations, each era reimagined with a contemporary lens. The narrative ultimately returns to the present, highlighting craftsmanship, innovation, and the value of meaningful gifts — a path that sets the stage for the milestones that have defined the brand throughout its history.
Through the decades
The journey begins in 1853, when a father, Charles-Félicien Tissot, gold case-fitter, and his son Charles-Émile, watchmaker, joined forces to found the „Charles-Félicien Tissot & Son“ assembly shop in their family house in Le Locle. Their beautifully crafted pocket and pendant watches quickly earned international recognition, winning prestigious prizes that paved the way for the establishment of the Manufacture at Chemin des Tourelles, which remains the heart of the brand today.
Tissot has continually strived for innovation, whether in the technical arena or its designs, to give birth to models which played a key role in watchmaking history. By the end of the 1930s, as wristwatches became increasingly popular, Tissot developed the world’s first anti- magnetic wristwatch, ensuring precision against magnetic fields generated by emerging
electrical appliances. In parallel, the brand explored water resistance, laying the technical foundation for future collections, such as the Seastar, which was launched in the 1950s.
In the 1960s, Tissot pursued innovation with the PR 516, a model featuring shock-resistant suspended movements that delivered the robustness required by racers while ensuring style and comfort with its perforated bracelets. In the 1970s, to meet the evolving needs of its clients, the brand introduced quartz collections, while at the same time continuing to offer automatic models such as the IDEA 2001 — the world’s first watch equipped with a movement made of synthetic material that required no lubrication — the culmination of twenty years of research.
Shaping the present
This legacy lives on today. Precision, performance and the pursuit of surpassing conventional limits remain at the heart of Tissot’s identity, values mirrored in its role as Official Timekeeper of numerous international sporting events, including the NBA & WNBA, the Tour de France and MotoGP, as well as national partnerships such as with the Swiss Ice Hockey Federation. And just as the past shaped its present, Tissot continues to innovate through new creations that reflect its enduring spirit.
Among them, the Tissot Ballade now expands with refined 30 and 39mm editions, featuring radiant sunburst dials and fluted bezels, enhanced by COSC certification for unmatched precision. The Tissot Classic Dream is reborn with a Swiss Made automatic movement, offering exceptional value within its category and redefining expectations in its segment. The emblematic Tissot PRX is reinterpreted in a titanium case and bracelet, combining lightness and a modern, refined design. Finally, the Tissot PRC 100 Solar embodies cutting-edge technology, using Lightmaster Solar technology to capture natural and artificial light to power a Swiss quartz movement for up to 14 months in the dark — a seamless union of modernity, autonomy and style.
With The Gift of Time, Tissot reaffirms its legitimacy and celebrates the power of a gesture, reminding us that everything begins with a gift.
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