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Tissot has strong ties to various sporting events and naturally produces a wide range of sports watches and sports-inspired watches such as modern analog chronographs and since 1999 digital (touch screen) sports watches that can be considered the first hybrid smartwatch.
Since the beginning of the twentieth century, Tissot has been the official timekeeper of many sporting events such as the world championships in cycling, motosport, fencing and ice hockey. Tissot's first role as official timekeeper was in 1938 when they timed a series of Ski races in Villar, near the company's hometown in the Jura Mountains. Tissot also sponsors a number of Formula 1 teams.
Tissot sports watches have always been popular among artists, actors and athletes. The watches have been worn by actress Sarah Bernhardt, Carmen Miranda, Grace Kelly and James Stewart (in the Hitchcock film Rear Window). Tissot T-Touch watches were worn by Angelina Jolie in the movie Lara Croft Tomb Raider: The Cradle of Life and Mr. & Mrs. Smith. Not surprisingly, the brand has many famous ambassadors. Among them athletes such as racing drivers, basketball players, cyclists and more such as Damian Lillard, Primož Roglič and Tony Parker.
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