Tissot is looking to light up sales for its new PRX 35mm collection with a summer campaign focusing on “the cool lines and trailblazing late-seventies vibe” of the watches.
The campaign tells the story of five characters united by their attitude, lifestyle and choice of the new PRX against a backdrop of classic pop culture from the disco decade.
It feels like perfect timing, with temperatures soaring in the UK this week, to remember the heatwave of 1976.
Tissot brought back the PRX with quartz and automatic versions in 40mm cases last year, and extended the collection with 35mm models earlier this year.
There are satin-brushed steel models with either blue, green, light blue or silver sunburst dials, and a further model with a yellow-gold PVD-coated case and dial.
