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Add Texture to GoogleIn a watch boutique, the simple act of slipping a watch onto someone’s wrist is often more effective than even the most polished sales pitch. On September 15, in Covent Garden, forty collectors got to discover the new Tissot PRX Quartz Chronographs under conditions rarely afforded to a launch: before these models became widely available, they were already able to handle them, try them on, and share their impressions. An evening centered around a new release, certainly, but one that also highlighted a simple truth: a watch truly comes to life only when it comes into contact with the person wearing it.
The chronograph sets the PRX in motion
Since its return to the Tissot catalog, the PRX has become one of the brand’s most recognizable lines. Its integrated silhouette, sleek design, and commitment to watchmaking that is both accessible and bold have allowed the collection to reach an audience far beyond watch enthusiasts already devoted to the craft. With the arrival of quartz chronographs, this family is taking a significant step forward.
These models are, in fact, the first quartz chronographs in the contemporary PRX line since the collection’s reintroduction. This choice is no accident. The chronograph adds a more functional—and also more dynamic—dimension to the watch, while preserving the graphic aesthetic that has contributed to the PRX’s success. In a landscape where quartz is sometimes reduced to a mere practical solution, it finds a fitting place here: that of a movement suited to a watch that embodies rhythm, precision, and everyday use.
The Covent Garden event coincided with the launch of these models. Guests were therefore treated to a world-exclusive first-hand experience reserved for collectors. This timing is significant in contemporary watchmaking, where the hands-on experience remains decisive. The perceived dimensions, the balance on the wrist, the interplay between the bracelet and the case, and the readability of the sub-dials: these are all elements that go beyond campaign visuals and technical specifications.
The boutique as a place to try on watches, not just a backdrop
The event took place at the Tissot boutique in Covent Garden, a London neighborhood whose lively atmosphere is a perfect fit for this dynamic watch brand. Rather than focusing all attention on a single new release, the space showcased the brand’s entire collection. This allowed the PRX Quartz Chronograph to be viewed within a broader context, enabling guests to move freely from one style to another.
Having the entire collection on display changes the nature of a launch event. It leaves room for comparison, for doubt at times, and for discovering a model one hadn’t come looking for. A watch may look appealing in a display case but disappoint once worn; another, more understated at first glance, may reveal an unexpected elegance on the wrist. Guests were able to linger over these differences, try on various pieces, and identify new favorites without being confined to the narrative of the new collection alone.
The setting itself contributed to this approach. The atmosphere, billed as contemporary and comfortable, was a departure from the sometimes intimidating formality of watch presentations. The aim was not to keep the watches at a distance, but to make them accessible. The sofas and champagne gave the whole event the feel of a relaxed London reception, where conversations flowed as freely as the watches changed hands.
From the Tour de France to Dive Watches
The chronograph, however, was not the only common thread of the evening. Among the pieces on display was the official watch of the Tour de France, a reminder of Tissot’s long-standing connection to cycling. In this context, its presence introduced another relationship with time: no longer just that of the day marked by a dial, but that of effort, speed, and competition.
Surrounding it, the brand’s diverse range of dive watches rounded out the display. Their presence showcased a more rugged side of Tissot, focused on practical applications and tool watches. This coexistence of an urban-style PRX, a timepiece associated with the Tour de France, and diving models revealed the breadth of the collection presented that evening.
This mix also had the merit of shifting the conversation beyond the usual classifications. You come for the chronograph, then pause in front of a sports watch. You might think you’re drawn to a retro design, only to end up preferring a more functional piece. In a boutique, these detours are often the most interesting: they put an end to theoretical intentions and bring more personal preferences to the surface.
The Return of Human Connection
Watch launches now also play out on screens, amid the rapid flow of announcements and images. Yet the Covent Garden gathering championed a contrasting sense of time. Forty people gathered in a boutique, watches available to try on, conversations centered around a shared curiosity: the setup was simple, but it met what many enthusiasts are looking for—namely, a less abstract way to experience new releases.
The value of this type of gathering lies not only in the preview. It lies in the opportunity to form a judgment without an intermediary. A collector doesn’t view a PRX Quartz Chronograph as merely an object on display: he considers how it fits into his own relationship with watches, with the collection he already owns, and with his wearing habits. The launch then becomes less of a promotional event and more of a moment of shared evaluation.
This London event demonstrated this with a deliberate simplicity. The new model was there, but it did not overshadow the rest of the collection or the conversations it sparked. From the quartz chronograph in the PRX family—the official watch of the Tour de France—to the diving models, Tissot offered guests a concrete glimpse into its various areas of expertise. And, for the duration of a reception in Covent Garden, it was the wrist that had the final say.