It’s not the clean design that makes the Tissot Everytime Swissmatic so special. And it isn’t that it’s powered by a Swiss-made mechanical movement. It’s the fact that all of those things can now be had in a watch from a big Swiss brand at less than $500 retail. Tissot—one of Swatch Group’s entry-level brands alongside the likes of Mido, Hamilton, and Certina—has made a splashy entry into the below-$500 price point with the Everytime Swissmatic. At $450 with a bracelet or $395 with a leather band, the Everytime Swissmatic is an aggressively priced offering coming in at less than half the MSRP of Tissot’s next family of mechanical watches.
Brands like Seiko have dominated the affordable mechanical watch market for years, scooping up die-hard followers along the way. Micro-brands have also been operating at this price point, as have digital, fashion and smart watches. And during that time, the vast majority of big Swiss watch manufacturers have been happy to stay relatively upmarket.