Interview: Tissot CEO Sylvain Dolla

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Sylvain Dolla, CEO TissotPicture: Tissot

Inform us about your begin within the watch commerce, and why you will have stayed so lengthy. You’re in good firm at Swatch Group after all!

I entered Swatch in 2004 and labored on the event of the Swatch Paparazzi watch on the time. This expertise was the primary of many and made me realise that I used to be within the business that suited me the perfect. On a extra private word, I used to be and nonetheless am what we will name an actual watch aficionado, which undoubtedly helped me to remain for almost twenty years within the watch enterprise!

Concerning the Swatch Group and extra particularly Tissot, there’s for certain an actual treasure by way of historical past and innovation. We will use all these historic riches to come back again with sturdy industrial merchandise for the long run. So, as you mentioned, I’m in good firm! Regardless of challenges alongside the highway, the previous was nice; let the long run be even higher.

On that word, inform us in regards to the benefit of getting the sources of the complete group out there?

Clearly, being half of a big group just like the Swatch Group makes us sturdy as a result of we will profit from the various strengths we’ve in-house. Being appreciated by so many individuals world wide allows us to leverage economies of scale, which in the end permit us to take a position the place it issues essentially the most. As well as, we’ve been on the forefront of automation. This gave us a aggressive benefit over many different gamers, which returned additional optimisation of funding. That’s, in a nutshell, the key to with the ability to set unbeatable costs for the highest Swiss-engineered timepieces you will discover at Tissot.

Quartz and automated watches are little question essential to Tissot, however what in regards to the ever-present query of the Smartwatch. How is the T-Contact doing?

Tissot is named the main Swiss watch model by way of quantity, and we (make all the things) from pocket watches, quartz and mechanical wristwatches to linked fashions. Shifting to the linked section was one thing we wished to do, however we wished to do it the fitting manner. The T-Contact Join Photo voltaic is initially a nice Swiss Made watch to which some helpful linked capabilities have been added akin to notifications. What makes our product totally different from common smartwatches is that the T-Contact Join Photo voltaic is just not a commodity with a brief product life, however a nice timepiece which is able to final.

Not too long ago, we’ve acquired numerous constructive suggestions from our prospects in regards to the T-Contact Join Photo voltaic. Options like touch-screen expertise, solar energy and (an) clever Web connection make it a Swiss-made masterpiece, stunning and delighting individuals world wide. The T-Contact proves the infinite potential of expertise. As a hybrid Swiss watch that mixes a standard timepiece with linked functionalities, the T-Contact Join Photo voltaic embodies the main and greatest sources of the Swatch Group.

On condition that the Tissot enterprise is about quantity, how essential are collectors? You talked about a brand new museum within the works in an interview with WatchTime so I’d wish to comply with up on that.

Tissot, as one of many manufacturers with the richest historical past within the watch business, is clearly related to emotional values. Our timepieces are often purchased to have fun particular occasions and achievements. These watches will ceaselessly remind the proprietor of a key second of their life. On this regard, everybody can benefit from the standing of being a collector. In all circumstances, Tissot would undoubtedly wish to develop and preserve a relationship with collectors, as they’re actual lovers and watch lovers. On the finish of the day, we share the identical ardour.

Concerning the museum, the challenge is on its solution to being accomplished. The museum will probably be established within the neighborhood of Tissot Headquarters in Le Locle, Switzerland and its goal is to current the historical past of Tissot over time. Tissot has gone via many various eras and challenges throughout its 168 years of existence. The evolution of our actions, designs, distribution or advertising channels, amongst others, is certainly definitely worth the look. We’ve got 2km of archives of Tissot’s previous (in the event you prepare all of the gadgets in a straight line). Moreover, we stored almost 8,000 watches, relationship from 1853 to right now. That is our historical past and it’s simply ready to be re-explored.

The brand new PRX, each automated and quartz, have grow to be runaway successes for Tissot. What does this imply for the model, shifting ahead?

Tissot PRX Powermatic 80Picture: Tissot

Certainly, the PRX was nicely acquired by our prospects! The PRX introduced one thing new and refreshing to Tissot branding whereas preserving the attract and traits of the unique mannequin. It allowed us to regain the appreciation from a youthful goal with out dropping the belief of our current shoppers.

I believe 2020 confirmed us that our views in regards to the future might change drastically in a matter of days or even weeks. Alternatively, the previous yr additionally taught us that we might confront the challenges with intelligence, perseverance, and innovation. It doesn’t imply the model’s DNA will change, however Tissot will perpetuate its innovation technique and reinforce the digitalisation of the model with main initiatives on e-commerce, CRM and digital advertising.

Ought to we count on to see extra issues right here?

I cannot disclose an excessive amount of about our future initiatives, however relaxation assured that we are going to proceed to innovate and shock the watch world, as it’s a custom for the corporate. Our true aspiration will all the time be to serve our prospects in the absolute best manner, assembly their wants and needs, but additionally persevering with to be a part of their very own historical past.

On this particular concern of WOW, we’re asking manufacturers about their commitments to sustainability and transparency. What’s Tissot’s place, making an allowance for Swatch Group’s acknowledged place on this?

Tissot and the Swatch Group share the identical concern for the safety of life, high quality of life, security and well being, and the safety of our surroundings. We work every single day to cut back our ecological influence. On the subject of merchandise, we have a look at the entire surroundings: from sourcing of supplies to the creation of promoting gadgets. One concrete motion we put in place is the creation of recent shows product of recycled materials and out there in our shops already subsequent yr. We’ll quickly put on-line a web page on our web site that can commonly be up to date with our newest initiatives and outcomes of our commitments.

How is Tissot navigating the brand new regular of an rising post- COVID world, and all of the enterprise uncertainties concerned?

Certainly, this new regular was accompanied by numerous adjustments within the processes and dealing circumstances. On the time the pandemic was beginning, I took the place of CEO throughout the firm.

We wanted to adapt ourselves. The concept was and nonetheless is just not solely to face a disaster, however above all to proceed to fulfill the shopper as greatest as potential. Whereas all of us want we had by no means skilled this disaster, you will need to be taught from it after which stay optimistic. That’s the mindset we’ve and we might counsel everyone maintain it.

There isn’t a doubt the pandemic had an influence on the watch business globally, however that has not derailed Tissot. Even when 2020 has not been a report yr, the basics for the model are sturdy and 2021 is already a very good yr. For instance, in nations such because the US, we count on Tissot to even attain a report yr.

We’ve got already seen a rise in our gross sales, which is a constructive indicator for the outcomes of this yr. At Tissot, we’ve been one of many first manufacturers within the business to spend money on our e-commerce platforms, six years in the past. This pandemic has simply boosted our e-commerce platforms. We noticed some nice gross sales in nations akin to China, but additionally in some nations in Europe. In the long run, this era of uncertainty pressured us to grow to be much more versatile and helped us to adapt our methods for our workers as nicely, by enhancing the worldwide digitalization for instance.

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