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Interview: Tissot CEO Sylvain Dolla

Picture: Tissot

Inform us about your begin within the watch commerce, and why you might have stayed so lengthy. You might be in good firm at Swatch Group after all!

I entered Swatch in 2004 and labored on the event of the Swatch Paparazzi watch on the time. This expertise was the primary of many and made me realise that I used to be within the business that suited me the perfect. On a extra private notice, I used to be and nonetheless am what we will name an actual watch aficionado, which undoubtedly helped me to remain for almost twenty years within the watch enterprise!

Concerning the Swatch Group and extra particularly Tissot, there’s for certain an actual treasure when it comes to historical past and innovation. We will use all these historic riches to come back again with sturdy business merchandise for the long run. So, as you stated, I’m in good firm! Regardless of challenges alongside the highway, the previous was nice; let the long run be even higher.

On that notice, inform us concerning the benefit of getting the assets of all the group out there?

Clearly, being half of a big group just like the Swatch Group makes us sturdy as a result of we will profit from the numerous strengths we’ve in-house. Being appreciated by so many individuals around the globe permits us to leverage economies of scale, which in the end enable us to take a position the place it issues probably the most. As well as, we’ve been on the forefront of automation. This gave us a aggressive benefit over many different gamers, which returned additional optimisation of funding. That’s, in a nutshell, the key to with the ability to set unbeatable costs for the highest Swiss-engineered timepieces you will discover at Tissot.

Quartz and automated watches are little question essential to Tissot, however what concerning the ever-present query of the Smartwatch. How is the T-Contact doing?

Tissot is called the main Swiss watch model when it comes to quantity, and we (make all the pieces) from pocket watches, quartz and mechanical wristwatches to related fashions. Transferring to the related phase was one thing we needed to do, however we needed to do it the fitting approach. The T-Contact Join Photo voltaic is firstly a wonderful Swiss Made watch to which some helpful related capabilities have been added comparable to notifications. What makes our product totally different from common smartwatches is that the T-Contact Join Photo voltaic shouldn’t be a commodity with a brief product life, however a wonderful timepiece which is able to final.

Not too long ago, we’ve obtained a number of optimistic suggestions from our prospects concerning the T-Contact Join Photo voltaic. Options like touch-screen know-how, solar energy and (an) clever Web connection make it a Swiss-made masterpiece, shocking and delighting individuals around the globe. The T-Contact proves the infinite potential of know-how. As a hybrid Swiss watch that mixes a standard timepiece with related functionalities, the T-Contact Join Photo voltaic embodies the main and finest assets of the Swatch Group.

On condition that the Tissot enterprise is about quantity, how essential are collectors? You talked about a brand new museum within the works in an interview with WatchTime so I’d wish to comply with up on that.

Tissot, as one of many manufacturers with the richest historical past within the watch business, is clearly related to emotional values. Our timepieces are continuously purchased to rejoice particular occasions and achievements. These watches will without end remind the proprietor of a key second of their life. On this regard, everybody can benefit from the standing of being a collector. In all circumstances, Tissot would undoubtedly wish to develop and preserve a relationship with collectors, as they’re actual fans and watch lovers. On the finish of the day, we share the identical ardour.

Concerning the museum, the mission is on its solution to being accomplished. The museum will likely be established within the neighborhood of Tissot Headquarters in Le Locle, Switzerland and its function is to current the historical past of Tissot through the years. Tissot has gone by many alternative eras and challenges throughout its 168 years of existence. The evolution of our actions, designs, distribution or advertising and marketing channels, amongst others, is certainly well worth the look. We now have 2km of archives of Tissot’s previous (in case you prepare all of the objects in a straight line). Moreover, we saved almost 8,000 watches, courting from 1853 to in the present day. That is our historical past and it’s simply ready to be re-explored.

The brand new PRX, each automated and quartz, have develop into runaway successes for Tissot. What does this imply for the model, transferring ahead?

Tissot PRX Powermatic 80
Picture: Tissot

Certainly, the PRX was properly obtained by our prospects! The PRX introduced one thing new and refreshing to Tissot branding whereas preserving the attract and traits of the unique mannequin. It allowed us to regain the appreciation from a youthful goal with out shedding the belief of our current shoppers.

I believe 2020 confirmed us that our views concerning the future may change drastically in a matter of days or perhaps weeks. Alternatively, the previous yr additionally taught us that we may confront the challenges with intelligence, perseverance, and innovation. It doesn’t imply the model’s DNA will change, however Tissot will perpetuate its innovation technique and reinforce the digitalisation of the model with main tasks on e-commerce, CRM and digital advertising and marketing.

Ought to we anticipate to see extra issues right here?

I cannot disclose an excessive amount of about our future tasks, however relaxation assured that we are going to proceed to innovate and shock the watch world, as it’s a custom for the corporate. Our true aspiration will all the time be to serve our prospects in the absolute best approach, assembly their wants and wishes, but in addition persevering with to be a part of their very own historical past.

On this particular challenge of WOW, we’re asking manufacturers about their commitments to sustainability and transparency. What’s Tissot’s place, taking into account Swatch Group’s acknowledged place on this?

Tissot and the Swatch Group share the identical concern for the safety of life, high quality of life, security and well being, and the safety of the environment. We work every single day to scale back our ecological influence. In terms of merchandise, we have a look at the entire setting: from sourcing of supplies to the creation of selling objects. One concrete motion we put in place is the creation of latest shows made from recycled materials and out there in our shops already subsequent yr. We’ll quickly put on-line a web page on our web site that can usually be up to date with our newest initiatives and outcomes of our commitments.

How is Tissot navigating the brand new regular of an rising post- COVID world, and all of the enterprise uncertainties concerned?

Certainly, this new regular was accompanied by numerous modifications within the processes and dealing circumstances. On the time the pandemic was beginning, I took the place of CEO throughout the firm.

We would have liked to adapt ourselves. The concept was and nonetheless shouldn’t be solely to face a disaster, however above all to proceed to fulfill the client as finest as attainable. Whereas all of us want we had by no means skilled this disaster, you will need to study from it after which stay optimistic. That’s the mindset we’ve and we might recommend all people maintain it.

There isn’t any doubt the pandemic had an influence on the watch business globally, however that has not derailed Tissot. Even when 2020 has not been a file yr, the basics for the model are sturdy and 2021 is already a great yr. For instance, in international locations such because the US, we anticipate Tissot to even attain a file yr.

We now have already seen a rise in our gross sales, which is a optimistic indicator for the outcomes of this yr. At Tissot, we’ve been one of many first manufacturers within the business to spend money on our e-commerce platforms, six years in the past. This pandemic has simply boosted our e-commerce platforms. We noticed some nice gross sales in international locations comparable to China, but in addition in some international locations in Europe. In the long run, this era of uncertainty compelled us to develop into much more versatile and helped us to adapt our methods for our staff as properly, by bettering the worldwide digitalization for instance.

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