Swiss watch brand Tissot has inked a deal with the National Association for Stock Car Auto Racing to become its “official timekeeper” and the “official watch” of NASCAR. Tissot will introduce a new line of official NASCAR watches, debuting this month, the start of the 2006 season.

“Within the world of NASCAR, timing is everything,” said Francois Thiebaud, Tissot’s president. “At Tissot, we have a long history of timing speedway events like MotoGP and championship cycling.  We’re looking forward to working with NASCAR Timing & Scoring to explore opportunities to integrate our expertise and technology. And since we are, at our core, a watch company, we are pleased to design and produce the first official NASCAR watch.”

Partnering with Tissot, is “a landmark in the evolution of NASCAR sponsorship,” said Steve Phelps, vice president corporate marketing at NASCAR.  “[It] illustrates the global appeal of NASCAR and our sport’s diversifying sponsor base.” In addition, he noted, “the reputation and status Tissot brings to our association echoes NASCAR’s growing international fan base.”

The new Tissot NASCAR watch will be available this spring at better watch retailers nationwide. The new watches’ designs incorporate images and design elements of engine components, tires and wheels and other speedway symbols.

Tissot, which is part of the Swatch Group, the world’s largest watchmaker, will roll out new timekeeping equipment in the 2007 season.

JCK