Dedication Turns Times into Greatness in Tissot Spot Starring Tony Parker

Tissot’s latest campaign steps into the unseen world of sport, where ambition takes shape, and in the quiet spaces where progress is built long before it is celebrated. It shines a light on the rituals, repetitions, and routines that define every athlete’s journey: the early mornings, the disciplined habits, the moments of focus that no one else witnesses but that ultimately change everything. Sport becomes a mirror for passion and persistence, a place where uncertainty is met with courage and where time itself becomes an ally in the pursuit of growth, a dynamic shown in the campaign’s film through basketball, motorcycle racing, cycling, and ice hockey, each portrayed as a testament to dedication in its purest form.

This philosophy echoes the craft of watchmaking. Both demand patience, precision, and an unwavering commitment to improvement. Every Tissot timepiece is the result of countless hours of meticulous work, reflecting the steady, intentional movements of athletes honing their skills. The brand honours the effort behind progress, recognising that perfection may never be fully reached, yet the pursuit of it defines excellence. Tissot watches are not worn for display, they are worn because they represent resilience, bravery, the time invested to become better, and a deep passion for sport.

Basketball: Precision at the Heart of a Global Game

Basketball thrives on rhythm, instinct, and timing, the split-second decisions that can shift the outcome of a game. As the Official Timekeeper of the NBA and WNBA since 2015, Tissot stands at the centre of this global sport, capturing its energy with absolute reliability. The relationship continues to grow: In 2025, Tissot renewed its long-standing partnership with the NBA, affirming a collaboration built on trust and shared ambition. From that same year, the brand becomes the Presenting Partner of the NBA Games in Europe, strengthening its role in bringing the sport to fans across the continent.

As part of this evolution, this season, the brand introduced the new round Shot Clock and timing system, now installed across all NBA and WNBA courts, a symbol of precision that shapes the pace of play and reinforces the brand’s presence in the sport’s most decisive moments. Beyond the court, the brand’s NBA-dedicated watches express this connection, with design elements that channel the spirit of the league and the technical performance expected at the highest level.

Starring as the campaign’s voice, Damian Lillard, a nine-time NBA All-Star, one of the league’s most decisive clutch time performers, gives form to a belief that every rise begins with a dream, and that reaching the summit is never a matter of chance, but the result of devotion carried day after day. As a Tissot Ambassador since 2021, he embodies this philosophy, a conviction shared by those who represent the brand alongside him. Tony Parker, a Tissot Ambassador for 15 years, and a four-time NBA champion and Finals MVP, stands as proof of what such commitment can achieve, his success forged through years of patient refinement and steadfast discipline. Moritz and Franz Wagner, newly welcomed into the Tissot family and crowned World Champions in 2023 and European Champions in 2025 with Germany, carry the ambition of a new generation and stand among the most exciting young talents in the league.

Motorcycle racing: Where Speed, Control, and Timing Converge

Motorcycle racing is a universe where adrenaline meets precision. Every lap demands nerve, control, and a deep understanding of timing. Tissot’s long-standing involvement in the sport, from MotoGP, where the partnership began in 2001, to its role as Official Timekeeper of the FIM Superbike World Championship, and other key international competitions, demonstrates a shared passion for pushing boundaries and mastering complexity. Across these disciplines, the brand ensures that every overtake, every acceleration, and every victory is recorded with uncompromising accuracy.

Enea Bastianini, who has been a Tissot Brand Ambassador for three years, is a vivid expression of this spirit, shown in the campaign as he performs on his motorbike with a fearless drive that guides his approach. His rise from Moto2 World Champion to one of MotoGP’s most electrifying competitors conveys the campaign’s ethos: progress belongs to those who remain committed, focused, and forward-driven. His instinctive connection to speed and control mirrors the inspiration behind Tissot’s watchmaking.

The Tissot T-Race collection, including its special MotoGP editions, pays tribute to this world of speed. Crafted for thrill-seekers, collectors, and anyone drawn to the intensity of the track, they incorporate subtle cues from motorcycle engineering, from sculpted case architecture tochronograph details that evoke the mechanics of a machine in motion.

Cycling: Endurance, Determination, and the Pursuit of Every Second

As the Official Timekeeper of the UCI World Championships since 1995, and of cycling’s most celebrated stage races, including the Tour de France and La Vuelta since 2016, as well as the Tour de France Femmes since its revival in 2022, Tissot plays a decisive role in the world’s most demanding competitions. Across these stages where performance is defined by the finest margins, the brand’s advanced timing expertise ensures clarity, fairness, and absolute trust in every result.

Tissot’s relationship with the Tour de France reflects a deep connection to the essence of cycling: resilience, strategy, and the pursuit of progress over time. More than a technical partner, the brand accompanies the race through its pivotal moments, from the intensity of time trial stages, where riders confront the clock alone, to the duels that shape the outcome of the Grande Boucle. With its state-of-the-art systems and a commitment to enhancing the race experience, Tissot supports A.S.O.’s flagship event while celebrating the athletes whose determination inspires millions around the world.

Time Rewards Those Who Move with Purpose

Across every discipline, from the court to the track, the mountains, and the ice, Tissot stands beside those who devote themselves to their craft. The brand’s watches, partnerships, and brand Ambassadors all reflect a shared belief: that achievement is not defined by a single moment, but by the countless seconds that lead to it. The campaign honours the mindset that fuels this quiet journey: the resilience to keep going, the discipline to refine what others never see, and the conviction that progress is shaped over time, long before it is celebrated. In this spirit, Tissot recognises the path that transforms dedication into lasting reward.