Swiss watchmaker Tissot has announced a multi-year extension of their global marketing partnership with National Basketball Association, Women’s National Basketball Association and NBA G League. 

The expanded collaboration symbolises new beginnings with the introduction of a redesigned, state-of-the-art shot clock that will debut at next month’s All-Star Game, the launch of Tissot NBA Supersport 2025 Special Edition Watch, and Tissot will also be the presenting partner for NBA Global Games in Europe for the next ten years.

“This new shot clock is a testament of our commitment to being an integral part of the game,” said Tissot CEO Sylvain Dolla. “We want to keep contributing to enhancing the fan experience… Our collaboration goes beyond the court — it's about inspiring a lifestyle that reflects the passion, energy, and dedication to the game itself. ”

The global marketing partnership extension will come to life across marquee NBA events, including the Emirates NBA Cup, NBA All-Star, NBA Draft presented by State Farm®, NBA 2K Summer League and NBA Global Games. The renewal also represents Tissot’s continued investment in the WNBA, following the introduction of the Tissot Seastar Wilson® WNBA watches prior to the 2024 WNBA season as well as the brand’s continued collaboration with Tissot Ambassador and 2024 WNBA Champion Sabrina Ionescu.

“For the past decade, Tissot has been a valued partner of the NBA, WNBA and NBA G League because of its commitment to innovation, precision and creativity,” said NBA President of Global Partnerships Salvatore LaRocca. “We look forward to furthering our mutual commitment to those principles, starting with the unveiling of the redesigned Tissot shot clock that will make it easier for players and fans to follow the game.”

A New Era of the NBA and WNBA Tissot Shot Clock

The redesigned shot clock is equipped with advanced technology and a distinct round design inspired by Tissot watchmaking heritage. The advanced technology introduces new game presentation and basketball operations capabilities, including the integration of the green coaches’ challenge signal into the system. 

The user interface allows streamlined operation, which will enhance the speed and accuracy of the staff who run the system each game. Other system upgrades include a modernised signaling distribution system that will enable advanced functionality and monitoring tools. 

The new shot clocks will be rolled out in arenas, beginning with the 2025-26 NBA season and the 2026 WNBA season. 

Tissot Supersport NBA Special Edition 2025 Watch

Complementing the new shot clock, the Swiss watchmaker also unveiled the Tissot Supersport NBA Special Edition 2025 watch that honours basketball with thoughtful details. The 45mm black PVD-coated stainless steel case features a bezel incorporating the 24 seconds rule drawing from the NBA’s shot clock with colour accents hinting at the league. 

The dial, featuring a basketball dot pattern and a gradient fade from dark grey to black at the edges, mirrors the shape of the ball. Numeral indexes, like those on a player's jersey, add a meaningful touch, while the NBA logo on the second hand serves as a further tribute to the sport.

The black bi-material bracelet, made with rubber, synthetic materials and leather complements the dial's texture, making it perfect for everyday wear and physical activities. The textured strap echoes the feel of a basketball and the case back holds intricate engravings of the NBA logo, surrounded by the cities and states the teams take their names from, both the Western and Eastern Conferences, arranged by their latitude.

This watch features a quartz chronograph movement, providing accurate timekeeping. Ideal for timing sprints, drills, or shot attempts, the chronograph's subdials allow the wearer to start, stop, and reset the timer for each interval. Built to withstand the demands of intense sports, its anti-reflective glass ensures optimal visibility in bright conditions.

Tissot Sports Partnerships

From the courts to the tracks, from the field to the ice, Tissot’s unwavering commitment to sports excellence is legendary. Whether it’s a game-winning shot, a photo-finish, or a last-second goal, Tissot is there—because in sports, every second counts.

Tissot has been the Official Timekeeper of the NBA since 2015, bringing Swiss precision to the fast-paced world of basketball. With legendary ambassadors like NBA veteran Tony Parker and All-Star Damian Lillard, Tissot embraces the spirit of the game—teamwork, dedication, and the pursuit of excellence.

In cycling, Tissot has teamed up with A.S.O. to provide precision timekeeping for the most iconic races, including La Vuelta a España. With 18 gruelling stages, Tissot measures performances down to the thousandth of a second, honouring the dedication and endurance of cyclists pushing their limits. Tissot’s roots in cycling run deep. The brand was Official Timekeeper of the Tour de France from 1988 to 1992 and, since 1995, has partnered with the Union Cycliste Internationale. Today, Tissot times Road, Track, Mountain Bike, and BMX Cycling World Championships as well as the UCI Track Cycling World Cup.

Tissot is at the heart of MotoGP, capturing every split-second decision, every overtaking manoeuvre, and finish-line triumph. In 2011, the brand expanded its high-speed expertise by partnering with World Superbike.

The brand has revolutionised Rugby’s timekeeping by providing Rugby XV with a synchronised timing system, ensuring accuracy for referees and public displays. Taking it a step further, Tissot partnered with the European Professional Club Rugby to deliver cutting-edge timekeeping to Investec Champions Cup and EPCR Challenge Cup stadiums since the 2015-16 season.

Since 1996, Tissot partnered with the International Ice Hockey Federation, a sport that embodies speed, skill, and control—values at the core of the Tissot brand. As one of Switzerland’s most loved sports, ice hockey is a test of endurance and precision, making Tissot the perfect match for its intensity.