In what has proved to be now a very busy month for the NBA ahead of the start of the season at the end of October, the association has signed an agreement with timekeeping giants Tissot that will revolutionise the timing system used in matches.

In a deal thought to be worth somewhere in the vicinity of USD$200 millions and spanning six years (Bloomberg), Tissot will become the primary “timekeeper” of the NBA starting from the 2016/2017 season. Tissot will also rebrand the shot clocks above the baskets in all 29 of the league’s arenas.

It has been reported that the new timing system will replace the current system where referees start and stop the clock using a button on their hip. Tissot is also set to work with NBA broadcasters to synchronise the clocks in arenas with the clocks shown on the television broadcast.

It will be, according to Tissot’s President Francois Thiebaud the ‘the most expensive deal the brand had done it its 162 year history’. It is also the brand’s first sponsorship with a North American sports league.

Part of the Swatch Group, Tissot currently has deals with MotoGP, the Superbike World Championship and fencing’s FIE and, in addition to NBA matches, will become the official timekeeper and watch of NBA’s marquee events like the All-Star weekend and the annual draft.