International competitive cycling has been part of Tissot’s DNA since the brand’s inception. This deep-rooted connection became more official in the 1980s when Tissot was appointed the Official Timekeeper for the Tour de France and the Grand Prix des Nations. The values inherent in cycling—precision, performance, team spirit, and surpassing oneself—are a perfect match for Tissot’s brand ethos.
As early as the 1960s, Tissot was rewarding cyclists with its watches, marking events such as the Mellaha Circuit in Tripoli in 1964 and the Six-Day Race in Madrid from 1964 to 1966. These early gestures set the stage for Tissot’s deeper involvement in the sport.
Tissot’s expertise in timekeeping became a cornerstone of international cycling races. By becoming the Official Timekeeper for prestigious events like the Tour de France and the Grand Prix des Nations, Tissot underscored its technical prowess and reaffirmed the brand’s fundamental identity.
Over the past 50 years, Tissot has cemented its relationship with cycling, proudly embracing its Swiss roots. In 1995, Tissot joined forces with the Union Cycliste Internationale (UCI), further solidifying its commitment to the sport. Since then, Tissot has served as the Official Timekeeper for the Road, Track, Mountain Bike, and BMX Cycling World Championships, as well as the UCI Track Cycling Nations Cup.
Tissot renewed its ties with the Tour de France and the Vuelta in 2016 and continues to be involved with the Tour of Switzerland. Each year, Tissot designs Official Watches to honor its various partnerships, celebrating the synergy between precision watchmaking and the rigorous demands of competitive cycling.
In 2021, Tissot welcomed Primož Roglič as its new ambassador. Roglič, a cycling champion known for his determination, fair play, and team spirit, embodies the values shared by the Swiss watchmaking brand. His addition to the Tissot family highlights the brand’s ongoing commitment to excellence in both timekeeping and sportsmanship.
For more information, please visit TissotWatches.com.
