CEO Sylvain Dolla highlights Tissot’s renewed decade-long partnership with the NBA, emphasizing the brand’s connection with basketball fans worldwide and its involvement in other major sports events.

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Swiss luxury watchmaker Tissot has renewed and expanded its global partnership with the NBA, continuing its role as the official timekeeper for major NBA events such as the NBA Cup, NBA All-Star, and NBA Global Games. The partnership, which began a decade ago, involves Tissot providing advanced timing technology for the league, including the shot clock and other essential equipment.

Tissot CEO Sylvain Dola highlighted the significance of the partnership in reaching global audiences, especially in China and the Middle East, where basketball enjoys immense popularity. The brand also collaborates with other major sports organizations, including the International Basketball Federation, MotoGP, and the Tour de France, aiming to connect with billions of fans during emotionally charged sporting moments.

Tissot renews NBA partnership, connecting brand with global fans

The Swiss luxury watchmaker Tissot. Earlier this year Tissot and the NBA expanded and renewed their global partnership. It covers marquee NBA events including the NBA Cup NBA All-Star and NBA Global Games. Sylvain Dola is standing by. He is the CEO of Tissot. It's lovely to see you Sylvain. Thank you so much for joining us. How is it going in Macau. It must be so exciting for you. It's very exciting. And tonight it's going to be a great game. People are really there to enjoy the charm of the NBA. So we are very happy to be actually offering the equipment to the NBA. So tonight the people can enjoy a fantastic game. That's right. As I understand it you are the official timekeepers for the game. And I want to understand more about that. Describe Tissot's partnership with the NBA. So actually 10 years ago we signed a partnership a key partnership with the NBA where we are not only a partner a marketing partner. It's more than that. We are securing and offering all the technology that we develop in Tissot in Switzerland to ensure a timekeeping of the games. And you know it's all about time in the NBA because you have the 24 second rules and we are equipping the shot clock where the people can look at the at the time and the equipment linked to that to manage the time. Yes. So that's fundamental to make sure that the games actually have a structure isn't it. But my question goes on to how you actually capitalize on your NBA partnership to win to win over Chinese consumers. I'm guessing that is the hope particularly with NBA. Basketball is such a popular game in China. You're right. It's popular all around the world. But if you look at NBA this is one of the strongest sports in the US. But of course in China it's huge. Not only in China in the Middle East also. And we had the chance last week to be in Abu Dhabi with the game in Abu Dhabi. And now we are in Macau after 2019 game. We are back in Macau. And it's very important for Tissot to be exposed to the Chinese consumers via our partnership with the NBA. So Tissot has partnered up in other sports as well like the International Basket Fed basketball federation MotoGP Tour de France. What draws your brand to these sports. I've always wondered how do you make that decision. But yes this is the partnership we want. Well first we make decision based on the importance of timing in the games but also in terms of reach of the people. And what is very interesting is that through our partnerships with MotoGP with FIBA with high so key with of course the NBA which is the most important asset that we have in our portfolio is that we can touch three point nine billion people during the year or so. Almost half of the population of the world can see Tissot in an exciting emotional moment. And you know what is is a very very emotional item. It's something you offer for gift or to reward yourself for a moment of life. And being associated to emotional moments like sports is something very important to us.

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Tel Aviv-Yafo

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