The National Basketball Association has signed a multiyear global deal with Tissot as the official timekeeper for the NBA, Women’s National Basketball Association and NBA Development League.

This is the first time the Swiss watch brand has partnered with a major North American sports league. It is also the largest such deal in the company’s 160-year-plus history.

Under the terms of the deal, Tissot, a member of the Swatch Group, will work with the NBA to develop a state-of-the-art integrated timing system that will include shot clocks that will be installed at all 29 NBA arenas beginning with the 2016-17 NBA season.

“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. “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.”

“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.

Additionally, the watch company will receive global league licensing rights for timepieces, watches, clocks and watch accessories for all NBA teams and will promote the partnership at its retail stores around the world. Tissot will also partner with the league on events, marketing, media and the launch of new NBA-themed creative and advertising.

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