Patrick to go more laps with Tissot

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Patrick to go more laps with Tissot

Glam racecar driver Danica Patrick renews Tissot contract

May 27, 2008

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

In 2005, Patrick became the first female U.S. "ambassador" for Tissot, a member of Swatch Group and an official timekeeper and partner of NASCAR. Ahead of the Indy 500 and to pay homage to Patrick, the watch company announced a two-year contract extension with the IndyCar Series star on May 16.

Francois Thiebaud, president of Tissot Worldwide, flew to the Indianapolis Motor Speedway from Switzerland to jointly sign the extension of the contact at the home of the historic Indianapolis 500 and to personally present the racing star with a new Tissot PRC 100 Limited Edition watch that bears her name.

The watch features 27 diamonds set on a mother-of-pearl dial and will start selling this month at authorized Tissot retailers nationwide, retailing for $795.

Partnering with Danica was a natural fit for the brand that shares the same values of precision, performance and pushing the limits, the company said.

"Danica's determination led to her historic first win, and she fits perfectly with the brand's values of innovation, quest for performance and stretching oneself to the limits," Thiebaud said. "It is these common features that produce a truly successful collaboration between Danica and Tissot."

The marketing campaign will continue to feature Patrick's image in all stores that carry Tissot products, print ads and billboards.

"Time is an important part of my world. Tissot and I share many of the same values. That is why my partnership with them has been so successful,"Patrick said in a release. "I am thrilled to be continuing our collaboration and proud to be representing the brand that offers products that reflect me and my style."

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