An additional 25 percent tariff has been added to the previously announced 25 percent.
Tissot ads to convey affordable luxury
Watch brand Tissot is launching a new global advertising campaign that aims to emphasize its Swiss heritage and convey the brand as an affordable luxury.

The campaign, which will feature Tissot’s international brand ambassadors, began running on March 13 and will start to appear across all advertising platforms. It will run throughout 2014 across all markets in which Tissot watches are sold.
The new ads put the focus on the brand’s “Swissness” through the Tissot logo with the “+” sign, which comes not only from the flag of Switzerland, but also to show “the multitude of different qualities in a Tissot watch,” the company said.
The brand said that it is aiming to create to-the-point and instantly recognizable visuals to emotionally connect with its consumers and demonstrate that the brand provides affordable luxury.
The campaign features shots of Tissot’s international ambassadors, including actor Huang Xiaoming, Canadian professional ice hockey player Steven Stamkos, race car driver Danica Patrick, basketball player Tony Parker, and actress Deepika Padukone.
Tissot, which has a presence in more than 160 countries around the world, is part of Swatch Group’s stable of brands.
The Latest

The jewelry and accessories retailer said its stores will remain open during the proceedings.

Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Designer Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.


She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.

Omar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.

Lilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.

The organization has awarded a total of $42,000 through its scholarship programs this year.

The winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.

As summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.

Moshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.

Xavier Dibbrell brings more than a decade of experience to the role.

The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.

The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.

The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.

The necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.

The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.

The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.

Respondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”

“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.

Senior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.