Tissot’s PRX has done almost as much to revive Swatch Group’s volume watch business as MoonSwatch.
Seventies styling, value for money and a surge of interest in mechanical watches for younger customers (ironically attributable to Apple making wristwear hot again) have combined to make PRX one of the watch collections of the decade.
Tissot is determined to keep the momentum building, and has just unveiled a collaboration with eight-time NBA All-Star Damian Lillard who has built a fan base not only for his ball skills under pressure, but also for his side hustle as a rapper under the name of Dame D.O.L.L.A. on the music scene.
“Tissot and I share a common belief — greatness can be for everyone,” Mr Lillard insists.
“Creating this signature PRX watch with Tissot has been an incredible experience. What I love about the PRX collection is its sleek design paired with the Swiss watch quality we all know, but still comes at a price that’s fair. A watch that speaks to my style and values – high quality, down-to-earth, and inclusive. It’s about bringing top-notch Swiss craftsmanship experience to every wrist, not just the privileged few.”
The special edition may play best on the other side of the Atlantic, but Tissot’s PRX Damian Lillard Special Edition is a beauty, whether you are a basketball fan, or not.
There are a number of nods to the 33-year-old point guard’s career; some subtle, others more overt.
The gold PVD watch has a black dial embossed with the repeating zeroes, a nod to Lillard’s jersey number. The second hand has his monogram D as a counterweight.
The flange of the watch is divided into quarters to tell Mr Lillard’s personal story in four chapters. DAME, TIME, DDKK and YKWTII (You Know What Time It Is) make up the circle.
Flip the watch over and you find a transparent case back featuring the player’s famous Dame Time celebration.
The PRX Powermatic 80 Gold PVD comes in a 40mm case with a sapphire crystal front and mineral glass back.
It is driven by a Powermatic 80 calibre with Nivachron balance hairspring and 80-hour power reserve.
The watch is not limited. It is on sale now for $825.
