Tissot is a brand that has been associated with watch making for more than 150 years. Tissot like many Swiss watch brands have an illustrious history creating watches for Royalty, stars and everyday people alike.

With the new century Tissot have expanded from their core business; the traditional classic watch style, of which the Tissot brand became famous for. This new expansion was into the sports recreational watch market. This market has become ruled by brands such as Tag Heuer and Omega and Tissot saw a gap in the market which was at the time untapped. This was that of the affordable Swiss sports watch.

Tissot created the T-Touch which eased the Tissot brand into this new market place. However, Tissot needed public recognition to help the brand's move into this new market. To get this recognition Tissot launched an advertising drive like never before capturing famous faces to become ambassadors for the Tissot brand. One of the earliest names to join Tissot was Michael Owen the then Liverpool striker. A limited edition watch was created to celebrate the signing of the world cup star and this watch would bare the striker's signature on the back of the watch. Many more Michael Owen limited editions would follow with the PRC200 being the most popular of them all. Other famous sports stars followed with the likes of the Moto GP star Nicki Hayden. The Nicki Hayden limited edition watch has become the most sort after Tissot watch with a new numbered limited edition being launched every year to celebrate the new season.

Tissot further advertised themselves by timekeeping at sports events to bolster the brand's recognition. Tissot became the timekeeper for the world championship's in cycling and fencing as well as in the athletic meets. This would give large amounts of television coverage to the growing brand and would help to cement the Tissot brand into the sports watch market place. This position would drive sales of Tissot women's sports watches and men's sports watches alike and is the reason why Tissot watches have become so popular in the new century.