Tissot has launched a new range of mechanical watches called Everytime Swissmatic that will cost as much as its quartz models starting from AED1,600 ($450 approximately). The secret to this lies in the construction of the movement that powers this new collection. More on that later.
This new collection features a very minimalist aesthetic; the watches are cased in 40 mm 316L stainless steel or rose gold PVD steel and feature straight lugs. The sober dial in white has baton indices, slender hands and a date window at 3 o’ clock.
These timepieces are offered in a variety of strap options – choose from a vintage-style matching steel bracelet, a leather strap or a woven nylon Nato strap. At times it feels like this is Tissot’s riposte to Daniel Wellington’s Classic model that was made popular by style bloggers. Though the latter’s appeal was built on its affordability (available only in quartz, the watches cost about half as much as these Tissot models) and ubiquitous appearance on social media feeds.
The watch is powered by Tissot’s new Swissmatic movement. The Swiss brand says the main reason why it’s able to keep costs low is the fact that the entire process of movement manufacturing and production is now automated. This is the same kind of industrial production nous that Swatch brought to watchmaking with the ground-breaking Sistem51 movement, a $150 watch with a 51-component movement made entirely by machines.
In fact, Tissot’s Swissmatic movement is based on the Sistem51. The movement was adapted to Tissot’s specifications and features a power reserve of 72 hours. Worn & Wound reports that the components of the movement are manufactured and assembled by modules and soldered in Boncourt, Switzerland.
This is a good move from Tissot – a good-looking, unisex, mechanical watch from a storied Swiss brand in the sub $500 (under AED2,000) represents a good value proposition. Considering this is the price range that a lot of Kickstarter and ‘fashion watches’ operate in, Tissot may have just offered young buyers a good entry point in to Swiss mechanical watchmaking.