Reinventing Time: Tissot’s New Era Of NBA Shot Clocks

Watching an NBA game live is an unforgettable experience for any sports fan. Our third-row seats brought us as close to the action as I’ve ever been. Seeing the players up close, feeling how the parquet floor was shaking under their feet, and hearing the unmistakable buzzer of the new Tissot shot clock put me right in the center of the game. And all this happened at the legendary Madison Square Garden in New York City.

The 2025/2026 preseason game between the Knicks and the Charlotte Hornets, which my colleague Dave and I had the pleasure of watching almost courtside, marked a glimpse of basketball’s next evolution in timing technology. After a decade-long partnership between the NBA and Tissot, the Swiss watch brand reinvented the classic shot clock with a more modern, rounded look, among other enhancements.

Tissot’s role with the NBA

Tissot became the official timing partner of the National Basketball Association in 2015. It made the company the timekeeper for all three leagues the association controls, namely the NBA, WNBA, and the NBA G League. While the deal had a strong marketing appeal, it also unified timekeeping in American professional basketball. Tissot revolutionized timing accuracy with digital systems and precision synchronization. For the first time, every NBA team used the same shot clocks and system provided by the Le Locle-based watch house. The renewal of the partnership spurred innovation, leading to the development of the IP-based shot clock project.

Innovation at the forefront

The most essential attributes remained untouched. Tissot’s new NBA shot clock, now with a rounded top, stays on top of each hoop. You can find two clocks on each side, with one right above the hoop on top of the backboard. This clock helps the players follow the game and its timing. The second clock sits at a 90º angle at the end of the crane that holds the backboard. This clock provides the same information for players on the bench, spectators, and officials who are closer to the sideline.

It took Tissot and its Swatch Group partner, Swiss Timing, 18 months to develop the new shot clock. Their goal was simple — to blend aesthetic harmony with technological advancement. For this, the new clock uses LED glass technology. Thanks to the system, the face of the clock is cable-free, providing a clean and clear view of time, while spectators sitting by the shot clock can still enjoy the game. Lastly, the round, color-coordinated 24-second clock replaces the traditional square design that has been used for over 70 years.

Design for modernity

The new NBA shot clock is the perfect example of the “design meets function” approach. With the shot clocks on each basket covering all angles of the arena, their purpose of providing familiarity for players and fans is preserved. Furthermore, the digits on the clock’s face remained the same size, ensuring readability from any viewpoint in the stadium. For fans of the game, this new device and the extended partnership come with emotional impact. The change in the longtime shape from angular to circular symbolizes modernity and flow. When you sit in the stands and see the shot clocks up close, the rounded shape feels softer yet dynamic compared to the old rectangular form.

Behind the colors

The last but perhaps most intriguing upgrade of the new NBA shot clock is its RGB LED light strip. LED technology has been part of our lives for many years now, and it surrounds us all. That’s why it’s exciting to see how this simple yet effective lighting method can benefit the NBA and bring the game closer to its audience. For the most part, the colors remain the same. Red still signals the end of the period, for example, amber (or yellow, as some may call it) marks shot clock expiration. For the first time, green has been introduced as a challenge for coaches. Aside from this, there’s a potential for custom colors, such as purple and gold, for Kobe Bryant tributes or other themed events. After seeing the new clocks live in action, I can say it’s fascinating to experience how the glow shifts tone.

Closing thoughts

As mentioned at the beginning of the article, the WNBA and the G League will also start using the new Tissot shot clock in 2026. It signals a unified visual identity across the NBA-operated leagues. It amazes me how a seemingly minor design shift can symbolize broader innovation, bringing technology, aesthetics, and emotional connection to the game of basketball.

While our first MSG experience ended up being bittersweet (with a story to tell, which I shared in this episode of Fratello On Air), the final buzzer and the Knicks’ win on home court created an unforgettable memory for both of us. My Tissot shot clock journey came full circle after my article in 2020. I, for one, am curious about what the future holds for this already long-standing partnership, perhaps this time on the wristwatch front. Until then, I’ll continue to enjoy the games and hope for more prime spots for the Tissot NBA shot clock.

I want to thank Tissot, the NBA, and the New York Knicks for their invaluable assistance in writing this article. To visit the Tissot website, please click here.