The Ducati rider will finally be back in the saddle over the Mugello weekend, after the long injury he suffered at the start of the season. A return awaited by his fans, by those of Ducati, by Pecco Bagnaia (by his own admission) and also by those who, like the Swiss manufacturer, have decided to rely on his ability to arouse emotions, to communicate to all motorcycle enthusiasts – and not only that – how much passion there is also in their products
June 7, 2023
A few weeks ago we told you about the very close bond that unites Tissot to the world of MotoGP. Indeed, the most refined of two-wheeled competitions requires commitment, dedication and a constant drive towards excellence. Common values to the Swiss manufacturer, thanks to which the latter has been able – over time – not only to consolidate its position as leader in the world of watchmaking, but also to find, in the world of racing, an inexhaustible source of inspiration for new products and technologies.
To describe this constant process of contamination in more detail, the CEO di Tissot, Sylvain Dolla, also present in Portimao, for the announcement of the new collaboration relationship with Enea Bastianini, ambassador of the Le Locle brand this year. “Bastianini is one of the riders most able to arouse emotions among those currently present in MotoGP”, says Dolla. and this devotion that Tissot shares with him, which is why we chose him as our new ambassador”. Ok, but how important is motorsport to Tissot? “Our history of partnerships with some of the most prestigious motorsport events dates back to the 1950s. With this type of competition we share not only values but also the continuous desire to innovate and improve. We too, like the manufacturers involved in MotoGP, for example, we invest heavily in research and development, to give our customers the most advanced products that our technicians are able to create”. MotoGP speaks more and more Italian. How important is our market to you and how important is it to associate your image with that of our country, with such a significant commitment in a discipline that is increasingly associated with Italy? “Italy is an important market for us, not only in terms of turnover, but also for its influence in the world of design and fashion. Growing up in Italy means having done a good job in terms of design for our future models ” But Tissot doesn’t just mean performance. In the last year, for example, a product inspired by an iconic piece from the past has enjoyed exceptional popularity. A product that has nevertheless managed to attract attention above all of the youngest: PRX, the model at the center of a veritable wave of content on Instagram and TikTok.
Is watchmaking returning to interest young people, also thanks to Tissot? “A study commissioned from an important Italian communication agency shows that young people aged between 18 and 44, globally, are increasingly inclined to buy quality Swiss watches such as the PRX, which has become a real must have In fact, it is the first quality watch that many invest in and that is why they feel good when they wear it.So yes, of course, young people are getting interested in watchmaking again also thanks to Tissot, but I never had any doubts that Swiss watches were only something for the older generation.Our largest audience today is what we call ‘young and ambitious’ and it’s always nice for me to receive reports from our stores telling us about increasingly young”. Finally, what about smartwatches? Will we see new ones signed by Tissot? “Well, never say never, but currently the idea of investing in this market is not in our intentions. And this depends on the fact that whoever buys a smartwatch is looking for an object that will have a short life: you wear it for 2 or three years and then look for the new model, what can replace it. We want to create objects destined to last over time and this is why we intend to work on integrating some basic functions into our products, without giving life to real smartwatches. What is certain, in any case, is that we will continue to invest to improve our technology, but always in pure Tissot style”.
