All companies, no matter what they sell, are all thinking of new ways to sell their product. With sales of everything down, except perhaps the most basic of necessities, like toilet paper, companies, especially those that sell luxury goods, need to be smart and spend wisely in advertising their goods.

Tissot Watches has done it. Sometimes you have to spend money to make money and that’s the risk sporty watch company has taken with its sexy, new print ads. With tag lines like “She’s Got the Touch” and “Touch Go”, and images showing hottie brand spokeswoman Danica Patrick wearing Tissot watches, these ads are sure to catch your attention.  What’s brilliant is that Danica wears one watch on each wrist; maximizing the attention to the watch.

Tissot must be banking on Danica and her appeal to sell watches because the company is paying for not one full page ad, not 2 or 3 full pages, but FOUR full, color pages all featuring Danica in provocative positions, that of course also highlight their men’s sports watches. Tissot has a widely popular collection called the T-Touch, which feature many models and styles and are made to perform during the roughest of athletic play. The tag lines “She’s Got the Touch” and “Touch Go” are in reference to the T-Touch collection.

The sultry new spread is set to appear in the September issue of GQ magazine.

If Tissot sees an increase in sales as a result of these ads, maybe next time, they’ll have watches wrapped around more than just Danica’s wrist.