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Before 1973, Tissot had played a role already in car racing, by being on the wrist of Swiss driver Harry Zweifel in 1957. Later on, Tissot started to design and produce watches that were inspired by racing, most famous is their PR 516 model.
However, in 1973 Tissot really got involved by sponsoring Alpine in the Monte-Carlo rally. Thanks to the Berlinettes, Alpine (and thus Tissot) took all three podium positions and 5 of the first 6 positions were actually by them as well. Alpine also won the World Rally competition of that year, with Tissot prominently as a sponsor. From then on, Tissot sponsored the Team Renault Alpine in both 24-hours of Le Mans and in Formula 1."