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One of our favourite brands that we stock at Joe’s Jewelry, the illustrious Tissot with their perpetually on-point watches, has got some very exciting news that we’re happy to share.

They are the official sponsor for the NBA. The NBA is one of the world’s most-watched sports, so it’s not surprising that Tissot are overjoyed by the news. François Thiébaud, President of Tissot, feels confident that “The emotions and the spirit behind the sport will further translate into our products”, hoping to improve the Tissot range year on year through this partnership. At $200 million, the deal is bigger than Tissot’s sponsorship of MotoGP, the Superbike World Championship, and fencing’s FIE – and Thiebaud reportedly told ESPN’s Darren Rovell that it is ‘the most expensive deal the brand had done in its 162-year history.’

But the real significance of this sponsorship lies in the trust demonstrated by the NBA in Tissot as watch-makers – a trust that we ourselves at Joe’s Jewelry have shared for years. The NBA has never had an ‘official timekeeper’ before, but they are making an exception for Tissot. Emilio Collins, the NBA’s executive vice president of global marketing partnerships, said the league needed updated technology to develop a more efficient system. Because of the constant starting and stopping, Thiebaud hopes to build the most intricate timing system in sports history.

Tissot will develop and create a new timing system for the NBA, so that Tissot’s expert technology will be found in all of the shot clocks in the league’s 29 arenas, which will go live in 2016. The new timing system will replace the current system in which game referees start and stop the clock using a button on their hip. The plan is to even work with NBA broadcasters to synchronize the clocks in the arena with the clock shown on TV screens.

Tissot continues to assert its dominance as the best timekeeper on the market, by launching themselves into a sport where every millisecond counts, and it only serves to confirm the faith that we already had in the brand and its accuracy.

So, when will we actually be seeing the Tissot name and clocks popping up in NBA games? Well, although the clocks won’t be fully implemented until 2016, the partnership actually began last week, in time for the NBA’s Global Games. These matches feature six NBA teams playing seven regular-season games and pre-season games in six countries – and we’ll be there at the sidelines cheering on the teams, looking forward to just how much more precise and on-point the timings of these matches will be once the Tissot clocks make their mark on this legendary sport.