The Chemin des Tourelles series of very classical watches by Tissot includes a wide range of variants for men and women. They are three-handers powered by the ETA Powermatic 80 which offers the unusually high power reserve of 80 hours. The men’s versions are 42 mm in diameter, with cases in steel, water resistance 50 metres; both stainless steel bracelets and leather straps have butterfly clasps opened by pushbuttons.
Marketing by product differentiation
Often the marketing of high-end watches is fuelled by factors such as scarcity and exclusivity, which can justify a higher price point. In the lower tiers of mechanical watches, brands can take the opposite approach, that of product differentiation. It reflects the Swatch approach, in which a single product is offered in a huge variety, cheap enough so that people can buy several or many, and build up a collection.
Product differentiation helps tailor the item to different market niches. While Henry Ford achieved success using low product variety to reduce costs – “my customers can have any color they want as long as it’s black,” later, at General Motors, Alfred P. Sloan countered with the slogan “a car for every purse and purpose,” attaining enormous market share with brands running from Cadillac down to Chevrolet. Today, a single model of car can have 150 or more colour options, and sometimes with several different shades of black. Combined with options regarding interiors, engine and transmission, the possible permutations can run into millions. Variety represents an extra problem for manufacturers, because though it increases sales revenue, it also increases costs.
The Tissot Chemin de Tourelles shows how this Swatch Group brand is utilizing product differentiation to increase sales. While the men’s and women’s versions have the same Powermatic 80 movement, both have a variety of case, dial and strap or bracelet options, so that customers in the boutique unconsciously imagine that they are purchasing their own unique watch, because they are selecting from a series of different designs.
Powermatic 80 movement
The Powermatic 80 movement by ETA (calibre C07.111) is used in all these watches, and it is hallmarked by 80 hours power reserve, and a balance without a regulator. The rate is set automatically in the factory, so that subsequent adjustment is not necessary; if it has to be adjusted at some time during its life, there seem to be two screws on the balance that change its natural oscillation frequency. The movement utilizes production technology developed for the totally industrialized Sistem 51 calibre, and it possibly also incorporates the anti-magnetic alloys pioneered by Swatch Group. The 80-hour power reserve is attained by reducing balance frequency from 4 to 3 Hertz, by increasing the size of the mainspring, and by using a low-friction synthetic material (probably silicon-based) for the escapement.
Here are the available models. The TIssot Chemin de Tourelles chronograph is described in another post.
Tissot Chemin Des Tourelles men’s automatic, white dial with stainless steel bracelet, T099.407.11.037.00
Price €820, $850
Tissot Chemin Des Tourelles men’s automatic, white dial with stainless steel bracelet, T099.407.11.038.00
Price €820, $850
Tissot Chemin Des Tourelles men’s automatic, black dial with stainless steel bracelet, T099.407.11.058.00
Price €820, $850
Tissot Chemin Des Tourelles men’s automatic, white dial with black leather strap, T099.407.16.037.00
Price €760, $795
Tissot Chemin Des Tourelles men’s automatic, black dial with black leather strap, T099.407.16.058.00
Price €760, $795
Tissot Chemin Des Tourelles men’s automatic, black sunray dial with black leather strap, T099.407.16.447.00
Price €760, $795
Tissot Chemin Des Tourelles men’s automatic, white dial with two-tone bracelet, T099.407.22.037.00
Price €935, $975
Tissot Chemin Des Tourelles men’s automatic, silver dial with two-tone bracelet, T099.407.22.038.00
Price €935, $975
Tissot Chemin Des Tourelles men’s automatic, white dial with brown leather strap, T099.407.36.037.00
Price €880, $925
Tissot Chemin Des Tourelles men’s automatic, silver dial with brown leather strap, T099.407.36.038.00
Price €880, $925
The women’s versions are also powered by movements by the ETA Powermatic 80 which incorporates the latest Swatch Group technology to provide a power reserve of 80 hours. The women’s versions are 32 mm in diameter, with cases in steel, water resistance 50 metres; both stainless steel bracelets and leather straps have butterfly clasps opened by pushbuttons.
Tissot Chemin Des Tourelles women’s automatic, white dial with stainless steel bracelet, T099.207.11.037.00
Price €1,075, $850
Tissot Chemin Des Tourelles women’s automatic, white mother-of-pearl dial with stainless steel bracelet, T099.207.11.118.00
Price €820, $850
Tissot Chemin Des Tourelles women’s automatic, white mother-of-pearl dial with stainless steel bracelet, T099.207.16.116.00
Price €910, $950
Tissot Chemin Des Tourelles women’s automatic, white mother-of-pearl dial with red leather strap, T099.207.16.118.00
Price €760, $795
Tissot Chemin Des Tourelles women’s automatic, white dial with two-tone steel bracelet, T099.207.22.037.00
Price €935, $975
Tissot Chemin Des Tourelles women’s automatic, white mother-of-pearl dial with two-tone steel bracelet, T099.207.22.118.00
Price €935, $975
Tissot Chemin Des Tourelles women’s automatic, white dial with brown leather strap, T099.207.36.037.00
Price €880, $925
Tissot Chemin Des Tourelles women’s automatic, white mother-of-pearl dial with white leather strap, T099.207.36.118.00
Price €880, $925
