In 1930, Tissot and Omega merged to strengthen their position and offer their customers a more complete range of products. This new entity, the SSIH (Société Suisse pour l’Industrie Horlogère), was the first Swiss watchmaking association. In 1933, Paul Tissot launched the Tissot Plan, a very innovative marketing action plan. The plan provided models selected for each market, systematic and targeted advertising campaigns, and free catalogues distributed to retailers. In addition, Tissot offered its customers a one-year guarantee, even in the case of an accident. Just like a woman's wardrobe, which provided a different outfit for every time of day, the ladies' collections were extremely varied, as the advertising slogan highlighted: 'A young woman and 3 watches'. For example, models with leather straps were particularly suited for physical activity, while models with discreetly elegant cord bracelets were more suited to the professional world. As for models with gold bracelets, they went beautifully with evening gowns. For its male clientele, Tissot created chronograph and automatic watches and, in 1951, the Tissot Navigator, an iconic model.
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