Recently, a friend asked me, “I’m thinking about buying a mechanical watch. What do you think of Tis

Recently, a friend asked me, “I’m thinking about buying a mechanical watch. What do you think of Tissot?” This question got me pondering the value proposition of Tissot watches in today’s market, especially in comparison to other brands available to consumers.

Tissot’s Success in the Chinese Market

We can’t deny the success of Tissot within the Chinese business model, where it continues to rank highly in sales among watch brands. Despite the significant impact of Japanese brands like Casio, Seiko, and Citizen on Chinese users, even relatively insulated Chinese consumers recognize Swiss mechanical watches as the world’s premier watch category. Brands like Ingersoll have historical significance for older generations, similar to how millennials might reminisce about owning a Casio watch in their youth. Yet, even when Swiss watches were considered a luxury beyond reach for many, Tissot made its mark. Initially entering the market with quartz watches, Tissot’s steel designs and the motto “Innovation from Tradition” positioned it as a mid-high-end option in China—a status measured against the average income of the time. This allowed consumers to overlook mechanical models in favor of anything Swiss. If we consider Mido as a mid-range brand, Tissot would be at the low to mid-low end today. But what advantages does Tissot offer now?

In the realm of mechanical watches, the influx of foreign luxury brands in recent years has expanded Chinese consumers’ awareness from a few brands like Omega, Rolex, and Longines to include Breguet, IWC, Audemars Piguet (AP), Tudor, and many more, including German brands like Glashütte. These brands’ history and stature far exceed Tissot’s. Technically speaking, although Tissot is part of the Swatch Group—a conglomerate known for powerhouse brands like Omega (the choice of 007), Breguet (synonymous with the tourbillon), and Longines (endorsed by a famous tennis-playing bald man)—Tissot’s mechanical prowess is not noteworthy, and Swatch seems uninterested in bolstering this aspect. With significant timekeeping inaccuracies, Tissot offers no competitive advantage over other Swiss brands. Spending approximately $800 (converted to USD) on a Tissot rather than adding $150 for a Longines doesn’t make much sense, especially considering Tissot’s limited editions lack investment or collectible value, largely due to the brand’s cultural insignificance.

Considering Seagull Watches as an Alternative

If stretching your budget by an additional $150 seems daunting, turning to domestic brands like Seagull might be a wise choice. Chinese craftsmanship is far better than some might assume, with Seagull components being used in various Swiss watches. If the allure of foreign brands still tempts you, Japanese brands like Seiko and Citizen are worth considering. Tissot, lacking both competitive pricing and collectible value, may not be the best choice. Personally, I believe Tissot would do well to exit the mechanical watch sector, focusing on areas where it can truly excel.

In conclusion, while Tissot offers a gateway to Swiss watch ownership, its value proposition in the mechanical watch market is overshadowed by competitors offering better quality, history, and potential for appreciation. Choosing a watch should not only be about the brand but also about the craftsmanship, history, and personal significance it holds for the wearer.