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Published 17 nov 2023
Tissot's PRX series has not only become a commercial success but also a groundbreaking achievement for the brand. Having established itself as an iconic collection, Tissot is ready to write the next exciting chapter in its history.
The expansion of the PRX family brings many exciting new features: quartz models, automatic watches, and a high-performance automatic chronograph. This collection is characterized by its clean design, strong expression, and timeless style – a combination of yesterday’s essence and today’s modernity.
Since its relaunch in 2021, the collection has been a global success. The PRX collection is distinguished by its elegant design, seamlessly fitting under a shirt cuff or jacket, always in harmony with any chosen outfit. The PRX itself never overshadows, yet ensures that the wearer exudes confidence while always keeping perfect track of time.
The collection offers a wide range of dial colors and strap options. The tapered case contributes to the retro-inspired look, making the PRX a safe and stylish choice. The iconic collection has been refreshed with new colors, including the highly anticipated automatic reference featuring an ice-blue dial in both 35mm and 40mm sizes. Beyond the eye-catching dial, the hands are equipped with Super-LumiNova® to ensure time readability regardless of the hour. These new PRX models seamlessly integrate into Tissot’s long-standing heritage of timeless watch design, created through decades of accumulated creativity, expertise, and attention to detail.
Focus Forward
Tissot’s long legacy of timeless classics makes it impossible not to acknowledge their emphasis on development and the future. For over 170 years, Tissot has contributed to horological advancements. Despite challenges throughout history, Tissot has consistently followed the motto ‘Focus Forward.’
At an organized fair in the USA in 1876, Swiss watchmakers and manufacturers encountered the impact of industrialization on the watchmaking process for the first time. While many viewed industrialization as a threat to tradition, Tissot interpreted the change as an opportunity, redefining its strategy to create quality and timeless watches accessible to everyone. In the early 1900s, concerns arose among watchmakers regarding the rise of electricity – a now-obvious innovation. The introduction of electricity led to magnetic fields that negatively impacted mechanical watches. After years of research and development, in 1930, Tissot launched the world’s first non-magnetic watch, a testament to their commitment to sustainable and groundbreaking timepieces.
At the end of the 1960s, Tissot’s focus was tested again during the so-called ‘Quartz Crisis.’ Battery-powered watches were highly accurate, required less maintenance, and were often much cheaper than mechanical and automatic watches. While many manufacturers struggled, Tissot once again demonstrated its ability to adapt and capitalize on opportunities. Specifically, Tissot embraced the change and adhered to its ‘Focus Forward’ strategy, leading to its global position at the forefront of horological innovation. It’s no surprise that the PRX was born during this era, first launched in the early 1970s. The relaunch and its success demonstrate Tissot’s enduring sense of quality and timeless design. This approach, driven by milestones and changes, has made Tissot one of the world’s leading watchmakers. The strategy remains as relevant today as it was historically: Focus Forward.
By wearing a TISSOT PRX, regardless of the path you take, the watch becomes a companion throughout your journey. With a PRX by your side, together you can focus forward and make the most of time.
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