JAPAN WATCH REPORT


Visiting Tissot’s new boutique in Tokyo

CONCEPT STORES

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July 2019


Visiting Tissot's new boutique in Tokyo

This year, the Swiss brand opened a new boutique in the Daikanyama district, which is popular with designers and has many art galleries, bookstores and French-style cafés. Small houses line the river, creating a far more relaxed atmosphere than Ginza.

T

his year, Tissot opened a new boutique in the Daikanyama district of Tokyo, which is popular with designers and has many art galleries, bookstores and French-style cafés. Small houses line the river, creating a far more relaxed atmosphere than Ginza.

Tissot plays the Swiss card to the full with an interior design reminiscent of a chalet, mixing stone and wood on two floors.

Tissot new flagship store in the Tokyo district of Daikanyama.
Tissot new flagship store in the Tokyo district of Daikanyama.

Tissot plays the Swiss card to the full with an interior design reminiscent of a chalet, mixing stone and wood on two floors. The walls are dotted with archive photographs and panoramas of the Alps. Here, the customers are mainly Japanese, unlike in Ginza or Shibuya, where Chinese visitors are in the majority.

“We have 14,000 points of sale around the world, but this one is very different,” says Martin Gordian, Tissot’s manager for Japan. “We opted for open displays, free of intimidation, digital technology or ‘cold’ screens. Japan has many high-tech brands, but we are positioning ourselves as a brand of beautiful mechanics.”

Here, the customers are mainly Japanese, unlike in Ginza or Shibuya, where Chinese visitors are in the majority.

Proof, if any were needed, is that Tissot’s best-seller here is the vintage-inspired Banana model, which is much less popular elsewhere in the world. Japan remains an island...

Tissot Banana, a bestselling model for the brand in Japan.
Tissot Banana, a bestselling model for the brand in Japan.