Named after the street in Le Locle, Switzerland, where the Tissot factory was established back in 1907 and can still be found today, their all new Chemin des Tourelles represents an iconic piece of craftsmanship of luxury and timeless elegance. This campaign is a very special piece that encapsulates an important part of Tissot’s history.
The watch complements Tissot’s numerous decades of excellence with a modern design and an alluring case – it’s wonderfully luxurious, but still easily accessible thanks to the good value Tissot is still proud to offer. Well-known for producing high quality watches at appealing prices, expect only the best reliability from the Swiss.
Defined by graphic, arresting visuals that capture the codes and dynamics of contemporary luxury and style, the watch is full of sharp contrasts that runs a highly charged tempo and assumes a challenging, self-assured posture. This is the new Chemin des Tourelles.
The Two Sides Of This Story
When we dig deeper, this campaign tells us the story of the duality hard-wired into the new Chemin des Tourelles collection. In every dimension, there are two sides to every story – black and white, male and female, large and small, polished and brushed, classic and modern, tangible and yet somehow tantalisingly beyond our grasp – just like this campaign.
Like a mechanical wristwatch that is beautiful no matter if you view it from its dial side or through its sapphire case back, the hand will still be propelled throughout the whole 360 degrees. The visuals rotate, mirroring the duality in the fabric and spirit of the new models, resulting in high-end, high-energy and highly memorable impact.
Watch consumers are now defined by their agility – just like chameleons, moving seamlessly through the contrast. Thus, a watch made for just one style, personality, or moment won’t do. Because of this, Tissot’s Chemin des Tourelles watch was designed to be versatile and functional as a constant companion rather than a one-time item.
It is made to stand out from the crowd. Now this is the purposeful, multi-angle duality of the story behind the watch and campaign.
Breaking New Paths
The Chemin des Tourelles is a Tissot classic with an enduring wristwatch design. At first, you might find this vitality and nonconformity surprising and even paradoxical. Yet, Tissot has aimed squarely at the modern and hyper-aware consumer with the renovated and relaunched Chemin des Tourelles – the consumer who enjoys the union of timelessly dependable Swiss watchmaking and unrestricted freedom of current style and design.
After all, this is a story of duality.
The Details Of Tissot
There is an abundance of quickly deciphered details in this campaign that all point back to Tissot, the 170-year-old Swiss watchmaker – from the flashes of red that represents the company’s signature colour to the hints of blue which are reminiscent of the two prior Chemin des Tourelles campaigns.
The glorious, vintage-inspired domed crystal of the new watches are arranged in a sequence – this is a symbol of Tissot’s worldview and global positioning in the timepiece industry. Lastly, ambition is what runs through it all. There is vision and pin-point relevance that has defined Tissot for generations and more to come.
Watch it for yourself here:
Now Is The Time
If you’re interested in learning more about the Tissot Chemin des Tourelles Collection or want to embrace duality and elegance, head over the campaign’s official website. It’s never too late with Tissot.
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