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WMR - July 2009
Exhibition
TISSOT
High-performance, interactivity and exclusivity
 Tissot, with its signature ‘Innovators by Tradition’, has been pioneering craftsmanship and innovation since its foundation in 1853. Today Tissot is a member of the Swatch Group, the world’s largest watch producer and distributor. For over 155 years the company has had its home in the Swiss watch making town of Le Locle in the Jura mountains but now also has a presence in over 150 countries. The Tissot innovation leadership is enabled by the development of high-tech products, special materials and advanced functionality. With a broader, more versatile range of high-quality timepieces at an attractive price than any other Swiss watch brand, Tissot also expresses its commitment to making excellence accessible. As official timekeeper and partner of NASCAR®, AFL, CBA, MotoGP and the World Championships of cycling, fencing and ice hockey, Tissot is committed to respecting tradition, underlining its core values of performance, precision and setting new standards.
A tactile watch for divers
The SEA-Touch by Tissot uses patented technology to ensure that this watch for divers maintains its high performance at all levels – above and below sea level. Right down to a depth of 200 meters, wearers literally have the sophisticated functionality of this high-tech diving watch at their fingertips. As well as being able to tell the time in two time zones and indicate the depth of the current dive, this timepiece integrates a digital chronograph, thermometer, alarm, perpetual calendar date, compass and divers’ logbook, all activated by touch on the glass.
Diving functionality in depth
SEA-Touch fulfils all of the European Norm EN13319 stipulated criteria (divers accessories) - luminosity, shock resistance, anti-magnetism, band solidity and the integration of a time control device. This tactile watch provides a selection of important diving data. When the diver enters the water (minimum depth 1m40), the hands go directly to 9 o’clock. Later the minute hand displays the depth of the dive on the scale around the bezel. The hour hand reveals the speed the diver is moving at in meters per minute on the dial. Excellent visibility comes from highly luminescent material and an effective backlight. Patented technology by Tissot SA on the SEA-Touch ensures that the rubber-protected pushers have double protection and therefore can operate perfectly underwater.
Watertight beauty
The diver’s surroundings are often breathtaking to the eye and the SEA-Touch makes sure that it also looks the part. A stainless steel bracelet and case secures a stylish black and white bezel framing a choice of a black, a white or an orange dial. The silver dial has silver-colored indices, the black one uses contrasting black and white markings and the orange one has orange indices. The angular shape of the case is picked up by the metal base of the rubber-capped pushers. Even the keenest divers spend a lot of time on dry land – there they can use their SEA-Touch to make a sporty style statement or to reminisce about previous dives using the tactile logbook.
At Baselworld this year, Tissot premiered its new, three-storey stand. A joint project from trivial mass production and Localarchitecture in Lausanne, Switzerland, the stand had the shape of a large monolith. The glossy black cubic form contains a world of interactivity and design, inside which the visitor feels simultaneously welcome and exclusive.
The solidity and unity of the monolith clearly communicate the heritage and know-how of the Tissot brand, founded in 1853 and today the traditional Swiss watchmaker with the highest productivity. Deeply embedded in the stand’s concept are the three globally established corporate colours of Tissot – black, white and red. The black used in the overall form, and in the majority of the showcase and display structures, symbolises the brand’s consistency. Inside the monolith, luminous white introduces the concept of the future and indicates a path for the visitor to follow. The colour red presents a dynamic ‘spark’, the energy of progress, intelligent technology and the brand’s inherent passion for pioneering.
The smooth, unified surface of the Tissot monolith is punctuated at two opposite corners, where angular entrances reveal a contemporary cavern, paved with glowing white floor panels, edged in black. A white ceiling brings an additional source of light to the spacious 145 m² exhibition area with its glossy black showcases. At the same time, an interactive table expresses a key theme of the current brand communication – the pioneering tactile technology in the Tissot Touch Collection, celebrating its tenth anniversary in 2009. The two upper floors of the stand enable Tissot to accommodate the vast business and hospitality demands of an exhibition that attracts in excess of 100,000 visitors. There are 600 m² of office and meeting room space, a combination of open-plan and closed units, plus conveniently located, dedicated IT/technical, kitchen and storage areas.
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