[Interview] Tissot CEO Sylvain Dorat

Sylvain Dorat, who became CEO of Tissot on July 1, 2020, asserts, "Japan is a very important market for Tissot. We recognize that Tokyo in particular is a city where more discerning people gather than anywhere else. Furthermore, the Japanese people have a keen aesthetic sense when it comes to watches."

Japanese people appreciate the "essence of things" and are familiar with Tissot.

Sylvain Dora
Born in France in 1972, he earned a master's degree from Toulouse Business School and worked in the communications industry before joining the watch industry in 2004 as head of Swatch's High Tech & Access division. He was involved in projects such as the Swatch Paparazzi, a joint project with Microsoft. The following year, he became head of international sales at Hamilton's headquarters. In 2011, he became CEO of Hamilton, further developing the brand. He has held his current position since July 1, 2020.

　In fact, Tissot has been increasing its market share in Japan over the past decade. In 2019, the company even opened its first concept store in Daikanyama, Tokyo, which expressed the world view of Tissot. While Tissot is among the top five brands in terms of global recognition, it cannot be said that its recognition in Japan is still sufficient. Dora responded to this question as follows:

"We opened a concept store in Daikanyama to allow many people to experience the high quality of Swissness and the world of Tissot. As its long history of 167 years attests, Tissot is a very unique brand. It offers a wide variety of styles, from traditional styles to sports watches. We want to be the brand of choice for everyone, from experienced business people working at the forefront to the discerning younger generation."

　In fact, Tissot is known worldwide for its close ties to sports.

"I hope that more people in Japan will learn about the many stories behind the NBA and the Tour de France, not just its history."

　Since its founding in 1853, Tissot has been creating innovative timepieces as "innovators by tradition" (innovators rooted in tradition and breaking with tradition), crafting "authentic watches" for those seeking the true essence. The T-Touch, which debuted in 1999, is a prime example of a watch that was truly ahead of its time. In the fall of 2020, the company unveiled the latest generation of the T-Touch, the Tissot T-Touch Connect Solar, first in the Swiss market. While its release in Japan is scheduled for 2022, Dora has been involved in this project for over three years, even before becoming CEO of Tissot. This shows that Dora is working to strengthen Tissot's presence not only in traditional watchmaking but also in the digital realm. At the same time, however, it also emphasizes the uniqueness of Tissot, which combines products rooted in tradition.

"Tissot's iconic watch, the Tissot Heritage Banana, which was launched in 1916, is extremely popular in Japan. Even now, more than 100 years later, this model remains modern and sophisticated, something that no other brand can achieve. Japanese people love the 'essence of things' and the stories that products have. This is something that is very similar to Tissot, and I believe that if more people become aware of Tissot, they will accept it even more."