Branded shot clocks, new precision timekeeping in all arenas, and a licensing agreement are all part of the deal

Tissot, the Swiss watch brand, has signed a multiyear partnership with the NBA to be the league’s official timekeeper.

The brand will also serve as official timekeeper for the Women’s National Basketball Association and the NBA Development League. Tissot and the NBA are working together to create a new precision timekeeping system that will be installed in the NBA’s 29 arenas for the 2016–2017 season; the system will include Tissot-branded shot clocks.

“Tissot is very proud to join the NBA and to be able to create a bond with the players and the fans,” said François Thiébaud, president of Tissot.

“In basketball every second—or even tenth of a second —can be critical, and this new partnership with Tissot will bring state-of-the-art timing technology to every NBA arena,” said NBA commissioner Adam Silver.

The agreement also gives Tissot global licensing rights to create watches, clocks, and watch accessories for all NBA teams.

JCK