I still remember waking up at one or two in the morning as a kid, just to watch live NBA games on TV. Basketball has always been a deep passion of mine, and while my dream of playing professionally didn’t materialize, my love for the sport has never faded. That’s why I’m thrilled to share some exciting news: Tissot has officially extended its partnership with the National Basketball Association (NBA), a move that strengthens the connection between precision timekeeping and the game I love.
A Basketball Journey Rooted in Passion
My love for basketball started when I was around 10 years old, growing up in Paris. Those early days were filled with excitement as I watched games broadcast on Canal+, a private French channel. I shared this passion with two of my closest friends—Sylvain, whom I met at the age of five, and Matias, whom I met after moving to Rennes in Brittany a few years later.
As my passion for the sport grew, so did my ambition. At 19, I made the life-changing decision to move to the United States—not just to learn English, but to fully immerse myself in the experience of living in a city with an NBA team. I spent a year and a half in Seattle, working as an au pair for the Walker family, who to this day hold a special place in my heart. During that time, I also formed lifelong friendships with two of my closest friends, Javier and Francesco. Seattle left an indelible mark on me, and it was there that my love for the game reached new heights.
From France to Canada: A New Home, A New Team
After traveling the world and returning to France, I met my wife, who is from Ottawa, Canada. Our long-distance relationship eventually led us to test the waters in London, England, but one of us had to make a move. It was an easy decision for me—I relocated to Toronto, a city I soon discovered to be one of the most multicultural places in the world. More importantly, Toronto is home to the Raptors, who quickly became my favorite NBA team.
Being in Toronto during the Raptors' historic 2019 championship run was a dream come true. I had the unforgettable opportunity to attend Game 5 of the Finals, an experience I wouldn’t trade for anything—even though we lost that game, it was the last home game before they clinched the title in Golden State. I remember breaking the bank for tickets, but I have no regrets—it was truly a once-in-a-lifetime experience. Another memorable moment was attending the 2016 NBA All-Star Weekend in Toronto with my then one-year-old son, collecting signatures from NBA stars, and telling them (with a smile) that the autographs were for him.
Tissot and the NBA: A Perfect Partnership
For 12 years, I was proud to work for Hamilton Watches, part of the Swatch Group. So, when I learned in 2015 that Tissot—one of the brands I admired and the maker of my first "real watch" I ever received—had partnered with the NBA, I was beyond excited. Even though I wasn’t working directly for Tissot, I took pride in being associated with the company that secured such a prestigious partnership.
Now, nearly a decade later, Tissot has not only renewed but also expanded its global multi-marketing partnership with the NBA, WNBA, and NBA G League. The timing couldn’t be more perfect, especially with the recent announcement that Toronto will be getting its own WNBA team—an incredible opportunity for me to share new basketball experiences with my daughter and my entire family.
Innovation on and off the Court
As part of this extended partnership, Tissot has redesigned the official shot clock, now featuring advanced technology and advanced RGB LED light strips. One standout feature is the new green coach’s challenge signal, adding an extra layer of precision to the game. But what excites me most as a watch enthusiast is the launch of two new models commemorating this partnership:
-
Tissot Supersport NBA Special Edition—A timepiece featuring dial numerals inspired by NBA jersey numbers and a second hand adorned with the NBA logo.
- Tissot Seastar Wilson WNBA Special Edition—The first official watch dedicated to the WNBA, available as a limited edition.
A Special Announcement in Paris
The news of this extended partnership was announced in my hometown of Paris, just before the NBA Paris Game 2025, which will feature the Indiana Pacers and the San Antonio Spurs. This made the moment even more special for me, as two individuals I deeply admire were involved in the announcement:
- Sylvain Dolla, CEO of Tissot, under whom I had the privilege of working for nearly a decade, introduced me to the world of watches and shared his passion with me. I can honestly say that his leadership played a significant role in shaping the foundation of my love for this industry.
- Tony Parker, NBA legend, fellow Frenchman, and someone I’ve followed closely throughout his career. In fact, I first met him years ago during a Nike tournament in Paris, at the same arena where this latest announcement took place. I also made it a tradition to watch his games whenever the Spurs were in town, whether in Seattle or Toronto.
(Yes, that was me in a past life… back when I still had hair! 🤣)
The Future of Tissot and the NBA
With this renewed partnership, Tissot continues to solidify its place at the intersection of sports and timekeeping, blending precision with passion. For me, this announcement is more than just news—it’s a full-circle moment that connects my love for basketball, my career in the watch industry, and the memories I’ve made along the way.
I hope this inspires fellow watch and basketball enthusiasts, and I look forward to covering more exciting moments between Tissot and the NBA in the years to come!
Learn more about Tissot, NBA, WNBA, and NBA G League
Read more articles by Thomas J. Sandrin, MBA
