Tissot Automatic Day-Date ‘TV screen’ with automatic self winding movement from the mid-1970s

Swiss watches

are known for their long history of precision engineering and repairable mechanical design. Switzerland became the center of watchmaking from the 16th century onward, developing a system of specialized workshops that perfected reliable movements, jewelled bearings, and accurate regulation. Over time, Swiss makers excelled at chronographs and complications, creating watches that could be serviced and kept running for decades rather than treated as disposable objects.

“Swiss Made” is a legally protected label that indicates Swiss control over the movement, assembly, and final inspection, reinforcing a reputation for consistency and quality. Importantly, Swiss watches have always existed at many levels—from affordable tool watches using robust movements like Landeron or ETA, to high horology from brands such as Patek Philippe—so the reputation is not limited to luxury alone.

🕰️ Brand & History

Tissot is one of the most respected “gateway” brands in the Swiss watch industry. Founded in 1853 by Charles-Félicien Tissot and his son Charles-Émile in Le Locle, Switzerland, it has a reputation for offering genuine Swiss horology at a price point that is accessible to enthusiasts.

1. Historical Significance

• The Omega Connection: In 1930, Tissot and Omega merged to form SSIH (Société Suisse pour l’Industrie Horlogère). For decades, they were “sister brands,” often sharing technology and even distributing watches under a joint Tissot-Omega logo in certain markets.

• Innovators in Materials: Tissot has always been experimental. They produced the world’s first anti-magnetic watch in 1930, the first plastic watch (the Astrolon) in 1971, the RockWatch (made of Alpine granite) in 1985, and even a WoodWatch.

• Sporting Heritage: They have been the official timekeeper for high-profile events like MotoGP, the NBA, and the Tour de France, cementing their image as a durable, precision-oriented brand.

2. Movement Evolution

• The In-House Era (Pre-1980s): Before the “Quartz Crisis,” Tissot designed and manufactured its own mechanical movements. Collectors highly prize these “in-house” calibers (like the 2231 in your watch) because they represent a period when Tissot was a true manufacture, competing directly with brands that are now considered “luxury.”

• The Swatch Group & ETA: Today, Tissot is a key pillar of the Swatch Group (alongside Omega, Longines, and Hamilton). They now primarily use ETA movements, which are reliable and easy to service. Their modern flagship is the Powermatic 80, which offers an impressive 80-hour power reserve.

3. Market Positioning (2026 Context)

• The “Affordable Swiss” King: In the current market, Tissot is positioned as the leader of the “entry-level luxury” segment (typically $300–$1,000).

• The PRX Phenomenon: Recently, Tissot saw a massive surge in global popularity due to the PRX collection. It revived their 1978 integrated-bracelet design, making 1970s-style “TV-screen” and “integrated” cases highly desirable again. This trend has directly increased the value of vintage 70s Tissots like the one you have.

Why Collectors Buy Vintage Tissot

“Tissot offers 80% of the Omega experience for 20% of the price.”

Collectors love vintage Tissot because the build quality—especially from the 1950s through the 1970s—is often indistinguishable from higher-end Swiss brands of the same era. They are seen as “smart buys” that hold their value well because the brand name remains globally recognized and prestigious.