Tissot Selling Watches at MotorGP Racetracks

Data: Sep 10, 2007

Representing the official timekeeper and the official watch of MotoGP, Tissot has come up with a really unconventional way of broadening awareness about the brand's timepieces and increasing the sales - it started selling watches at MotoGP racetracks. The Tissot watches were displayed in a specially designed, portable shop.

Tissot has established firm partnership with the local retailer in a MotoGP city, having included the brand's advertisements in the official MotoGP program and provided billboards all over the city as well additional media. Javier Zapata, the brand's local retailer in Barcelona, was responsible for staffing the store and handling the sales at the MotoGP track. The retailer has highly appreciated the opportunity to sell Tissot watches at the MotoGP.

Tissot has developed a merchandising set for the MotoGP events. The brand has long focused its attention upon the Motorcycle world. It has introduced the special T-Race watches, the MotoGP limited editions timepieces and the specially designed helmets.

Having Danica Patrick as its motor racing ambassador, Tissot has also invited defending MotoGP champion Nicky Hayden, to become the brand's ambassador. No wonder it was not so easy to sell Nicky Hayden watches in Spain, as Daniel Pedrosa, a Spanish rider, is also a competitor in MotoGP, being on Nicky Hayden's same Repsol Honda team. It was difficult for the retailer to sell Nicky Hayden products in Barcelona as he is up against the local hero, Daniel Pedrosa. The customers who displayed interest in the Nicky Hayden products were attracted first of all by the design and the colors of the model, not because of the champion's name.

Considering the situation, the Tissot campaign devoted to the MotoGP, brought great results. The shops received a lot of visitors looking for MotoGP Tissot watches, and not only the regular clients in Barcelona but also new ones, including people coming to the MotoGP from other regions of Spain and all parts of Europe.

Tissot motorcycle-racing themed products, available for an average price of 550 Euro, are quite expensive for the average MotoGP. However, all the efforts of the brand and the retailer finally paid off as the sales were doubled in comparison to the previous tracks, with 50 pieces sold for a total of about 25,000 Euro.

A lot of people were already wearing Tissot watches at the race. Tissot offered a free gift to everyone with a Tissot watch on the wrist who came into the stand, as a fine way to show deep care about the brand's clients and make them feel special.

Tissot is going to present the MotoGP concept at the three races this year to be held in Spain, two in Italy, as well as on each in the USA, Netherlands, UK, and Germany. In 2008, the brand wants to reveal a larger concept in MotoGP and NASCAR in the USA. The program for the first year enjoy a remarkable success and the management of the company believe they have big potential to further increase sales for 2008 through introducing some new promotional concepts.