I received the email below the other day, and at first I didn’t know how I felt about the campaign. On one hand, I appreciate Tissot’s move toward accessibility, first by putting their catalog online and second by introducing gift cards. I truly believe this means more people will be able to own Tissot watches than before. However, on the other hand, I can’t help but feel this cheapens the brand. The watch industry’s hesitation to move online is due to this very problem–the internet is full of discounts, electronic gift cards and free shipping, and none of those really scream “luxury.”
But gift cards–allowing one person who doesn’t want to foot the bill for the whole thing to subsidize the purchase of a watch for another person who doesn’t want to foot the bill for the whole thing either–has a stronger negative brand impact than simply being available for purchase online. I feel less strongly about Tissot because I don’t think Tissot is high-end enough for this type of marketing to be underneath them, but imagine Chopard or Breitling doing this–crazy, right?
Thought I’d share the actual campaign below. Overall, now that I’ve thought about it, I give it two thumbs up. I hope this enables us, America, to get more Tissots and fewer Invictas on peoples’ wrists.