ON THE ICE: Sharon Buntain, the U.S. brand president for Tissot, has become an overnight hockey fan. “I went to my first Ranger game a month ago. I’m learning. I love it.” She needed a quick indoctrination to the sport because of Tissot’s collaboration with Madison Square Garden Co. It’s their first marketing partnership, establishing Tissot as the official timepiece of MSG, and giving the Swiss watchmaker major exposure at New York Knicks and Rangers games. Tissot is also outside the actual playing arena, on the Garden’s Seventh and Eighth Avenue marques, as well as in the lobby and by the box office.

Tissot, founded in 1853, is already the official timekeeper for major international sporting events, including SuperBike, the International Basketball Federation, the Australian Football League, and the Continental Basketball Association. Tissot, which is part of the Swatch Group, made its debut at the Garden for the first game of the Stanley Cup Playoffs last week, which the Rangers won. Tissot is also considering a special edition MSG watch.

This story first appeared in the April 19, 2012 issue of WWD. Subscribe Today.

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