Tissot SWOT Analysis, Competitors & USP

Tissot

Parent Company

The Swatch group

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Innovators by tradition

USP

Tissot offers traditional watch craftsmanship

Tissot STP

Segment

High quality premium watches

Target Group

Upper Income group men and women

Positioning

Tissot is a watch brand that has blended technical developments with classic elegance

Tissot SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Tissot :

1. Tissot is a part of the Swatch group that has presence in 150 countries

2. International sports and film celebs are the few ambassadors that represent Tissot brand

3. Tissot has also partnered with Europe’s railway station with the highest altitude of 3454 meters above sea level

4. Tissot’s latest augmented reality campaign has been very successful and popular

5. Strong presence of the brand's legacy since its inception in 1853

6. The brand has been the official time keeping of sports like MotoGP, basketball, ice hockey etc

7. Globally, Tissot has several sports celebrities as its brand ambassadors

8. Advertising in newspapers, websites etc has helped the brand connect with consumers

Weaknesses

1. The brand has a design which is too simplistic which sometime is easily replicated

2. Limited market share growth of Tissot due to a highly competitive market

Opportunities

1. Expansion in various categories possible for Tissot watches

2. High spending power of people can be tapped especially in emerging economies

3. More advertising would help increasing brand awareness

Threats

1. Competitors having a broader range of products across different categories and designs

2. Fake imitations and replicas affect brand image and sales of Tissot watches

3. Government regulations on imported goods & luxury items can affect business

Tissot Competition

Competitors

Below are the 16 main Tissot competitors :

1. Breguet

2. TAG Heuer

3. Cartier

4. Omega

5. Longines

6. Rado

7. Rolex

8. Hublot

9. Patek Philippe

10. Swatch

11. Chopard

12. Breitling

13. Seiko

14. Richemont

15. Panerai

16. Ulysse Nardin