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Danica Patrick to go more laps with Tissot

October 22, 2008

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Swiss-based Tissot Worldwide President Francois Thiebaud flew to the Indianapolis Motor Speedway to jointly sign the contract extension with Danica Patrick.

Weehawken, N.J.--Swiss watch brand Tissot has renewed its partnership with racing star Danica Patrick, who made history earlier this year at the Japan 300 as the first woman ever to win a race in the sport of U.S. open-wheeled racing.

In 2005, Patrick became the first female U.S. "ambassador" for Tissot, a member of Swatch Group Ltd. and an official timekeeper and partner of NASCAR. To salute Patrick's Japan 300 win, on May 16, Tissot announced a two-year contract extension with the Indy Racing League star.

Francois Thiebaud, president of Tissot Worldwide, flew from Switzerland to the Indianapolis Motor Speedway to jointly sign the extension of the contract at the home of the historic Indianapolis 500 and to personally present Patrick with a new Tissot "PRC 100 Limited Edition" bearing her name.

The watch features 27 diamonds set on a mother-of-pearl dial and began selling in July at authorized Tissot retailers nationwide, retailing for $795.

The marketing campaign will continue to feature Patrick's image in all stores with Tissot products, as well as on print ads and billboards.

Editor's note: This story first appeared in the July 2008 print edition of National Jeweler and was updated in mid October.
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