Tissot is a watchmaker with plenty of heritage dating back to 1853, they are known as the entry-level Swiss watch, this is especially prevalent with their quartz watches. When you look at their automatic watches, the Powermatic 80 is based on the workhorse ETA movement with an 80 hour power reserve.

This is opposed to the standard 38 hour ETA power reserve. I have used David Jones, an Australian department store as a price comparison as they carry both brands. I looked at their online page that supports their bricks and mortar department store for pricing. As David Jones carry both brands they should utilise pretty much the same pricing structure as both watch brands are sold almost side by side in similar display cases utililising similar merchandising. 

For $325 you can be a proud owner of a Tissot Everytime watch, a minimalist style timepiece with leather strap from a leading Swiss, albeit an entry-level watch manufacturer. The Daniel Wellington Bristol priced at $329 is also a minimalist style watch on a leather strap. The Daniel Wellington Dapper is a similar style also sold at David Jones for $359 so you are pretty much comparing like-for-like priced goods. 

I’m not into fashion watches so I couldn’t see myself purchasing a Daniel Wellington, that being said I do respect their branding and marketing, they have really done well to target their market segment with the DW Moments initiative. Needless to say, Daniel Wellington markets well to a young cohort linking their product to travel experiences and adventure. This is a user driven promotion based around social media platforms. They are masters at marketing, that I must respect.

This is the domain of the millennial generation that use young beautiful people that are not highly paid models that won’t get out of bed for under 10K per day, they are leveraging the experiences and passion of the generation who are their customers. The Swiss watch manufacturers should take a good look at the marketing prowess of this firm, they can match price but they should be looking at revamping their marketing for specific lines.

We all know their sports timing and sponsorship is excellent yet they are still getting out-performed in this segment. At this point, I don’t really see Daniel Wellington going upmarket and having a crack at Tissot’s premium lines so Tissot should be targeting Daniel Wellington’s key customers. Throwing a last sentence, I wrote this post a number of years ago and it sat in the draft file for a long time.

The prices are now outdated, I reflected, should I rewrite the whole post or should I  just publish as originally intended? As I schedule in post going back a year now and sometimes they sit in draft for a year or two. I might sometimes bump a position to place a new topical post – I decided to not change it too much.