The Swiss luxury watchmaker, Tissot of Rivoli Group, returns to Dubai’s popping OOH arena again after its previous campaign. The campaign is to announce the collaboration between The UAE Tour and Tissot. The Swiss brand has been chosen as Official Timekeeper for the Middle East's one and only World Tour race. The partnership commenced with the 4th edition of the UAE Tour, which took place on February 20, 2022, in Abu Dhabi. The event, which is organized by the Abu Dhabi Sports Council in partnership with RCS Sport, kicks off the UCI World Tour cycling calendar in 2022. 

While guaranteeing concise timekeeping, Tissot's participation as Official Timekeeper of major sporting events such as the UAE Tour means that Tissot's elegance and technical capabilities will be linked to the values and performances of pro athletes and teams competing in the Middle East's one and only WorldTour race.

Tissot places one of its infamous, chic watches in the center of its visuals, on a background of silhouettes of people riding bicycles with their helmets on. The billboards include the stamp of the UAE Tour, next to Tissot’s logo, with the tagline “Official Timekeeper” on a bright red square. Rivoli Group also adds their touch including their logo and their website. 

This new, limited campaign turned up on the scene in the fourth week of February on Unipole billboards.

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