Swiss watch brand Tissot has been named as the first-ever official timekeeper of the National Basketball Association (NBA) in the United States.
The new multi-year global partnership agreed with the NBA, means that Tissot will be the first official timekeeper of the NBA, Women’s National Basketball Association (WNBA) and the NBA Development League (NBA D-League).
The agreement marks the first official timekeeping partnership for Tissot with a major North American sports league and will mark what the company calls its largest partnership in its 160-year history.
Tissot will now work with the NBA to develop a “state-of-the-art” integrated timing system. The new timekeeping system will then be implemented across all 29 of the NBA arenas for the start of the 2016-2017 season.
François Thiébaud, president of Tissot, said: “Tissot is very proud to join the NBA and to be able to create a bond with the players and the fans.
“The emotions and the spirit behind the sport will further translate into our products. Our daily work is to dress time. We create pieces of beauty and accuracy but above all of emotionality and that is what sport, and more particularly the NBA, is about.”
Additionally, the watch company will receive global league licensing rights for timepieces, watches, clocks, and watch accessories for all NBA teams.