Tissot

So here's the thing about Tissot - it's kind of the watch world's best-kept secret hiding in plain sight. Founded in 1853 by a father-son duo, Charles-Félicien and Charles-Émile Tissot, in Le Locle, Switzerland, this brand has been quietly making waves (literally, on wrists) for over 170 years. And yet, somehow, it doesn't get the same breathless attention as some of its Swiss siblings.

But that's actually part of Tissot's charm. The company's motto is "Innovators by Tradition," which sounds like an oxymoron until you realize they've been backing it up since day one. They created the first mass-produced pocket watch and the first pocket watch with two time zones in 1853, plus the first anti-magnetic watch in 1929-30. Not bad for a brand that most people think of as "affordable Swiss."

Here's where it gets interesting. Tissot remained in Le Locle, Switzerland, and is now marketed in 160 countries. That's more global reach than almost any other Swiss watchmaker. The Swatch Group classifies Tissot watches as "mid-range market" products, which is corporate-speak for "you don't need to sell a kidney to own one." And honestly? That accessibility is the point.

The PRX collection deserves its own paragraph because it's basically become a cultural phenomenon. Originally released in 1978, discontinued in the 1980s, then re-released in 2021, the PRX became one of the most successful timepieces of the 2020s thanks to positive word-of-mouth, variety of face colors, and perceived affordability combined with durability. Shortly after its release, the watch rivaled Rolex in popularity, with Tissot stores struggling to keep it in stock. Yeah, you read that right - rivaled Rolex.

Notice how Tissot shows up everywhere without being obnoxious about it? They're official timekeepers for the NBA, MotoGP, Tour de France, and world championships in cycling, motorcycling, fencing, and ice hockey. That's not sponsorship for show - they're actually developing sophisticated timing systems with sensors and computers for competitive cycling and other sports.

The T-Touch line is another example of Tissot doing Tissot things. Introduced in 1999, these watches have touch-sensitive sapphire crystals controlling functions like compass, barometer, altimeter, and thermometer, with the 2014 models featuring 25 functions. This was years before everyone had a smartphone glued to their palm.

What really sets Tissot apart is this weird balance they've struck. They're making legitimately Swiss watches with serious horological credentials, but they're not gatekeeping. In 2022, Tissot's revenue crossed the CHF 1 billion mark, which tells you people are buying what they're selling. The brand has figured out how to be both aspirational and attainable - kind of like that friend who went to a fancy school but still shows up to your backyard barbecue.

And here's something most people don't know: Tissot was the first to make watches out of plastic (1971), stone (1985), mother of pearl (1987), and wood (1988). The RockWatch made from Swiss granite literally helped save the brand during the quartz crisis. Who does that?

Tissot isn't trying to be Patek Philippe, and that's exactly why it works. They're making quality Swiss watches that regular people can actually afford, with innovations that matter, and a heritage that speaks for itself. Sometimes the best luxury is the kind that doesn't require you to join a waitlist or know someone who knows someone.