"Sport"

19 February 2026

90s

Tick tock video.

The idea of connecting precision in sport with the craft of watchmaking may well be older than the craft of watchmaking, so if you're going to do it, you'd better do it extremely well. Thankfully, director Loris Russier and cinematographer Shane Bagwell have absolutely nailed it with truly beautiful sports imagery perfectly establishing the idea that Tissot is the chronometric equivalent to all of this fine athletic endeavour.

Inevitably, it is all a bit portentous, but that is the established trope in the luxury watch market and as innovative as it can be to zag when everyone else is zigging, it is a risky strategy when the target market is so conservative that their idea of daring is to wear a shirt that slightly off-white.Instead, this ad aims to be the best version of the established idea, and thanks to the tremendous efforts of all involved, they've pulled it off

Switzerland

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