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Tissot, the 'Innovators by Tradition', has been pioneering craftsmanship and innovation since its foundation in 1853. The company has had its home in the Swiss watch making town of Le Loche in the Jura mountains but now has its presence in over 150 countries. The Tissot innovation leadership is enabled by the development of high-tech products, special materials, and advanced functionality. The Tissot company has been involved with high profile sports events since 1974 when they sponsored a racing car in the 24 Hours of Le Mans, France. Since then, Tissot's timepieces have been chosen as official timekeepers for world championships in cycling, motorcycling, fencing and ice hockey. Also Tissot is currently the the official watch and timekeeper of NASCAR.