Tissot Announcement

Tissot and USA Cycling Announce Partnership

By: Bouker Pool  June 15, 2021

Tissot is proud to announce a multiyear partnership with USA Cycling, the national governing body for the sport of cycling in the United States.

International competitive cycling has been part of Tissot’s DNA since the brand was founded, and more officially so in the 80’s when the watchmaker became Official Timekeeper for the Tour de France and the Grand Prix des Nations. The values of cycling unquestionably resonate with Tissot’s values: precision, performance, team spirit and surpassing oneself.

Cycling is one of the sports with which Tissot is most closely associated. In fact, the brand has been heavily involved in a range of cycling events for 50 years. Proud of its Swiss roots, it became even more seriously committed to the sport by joining forces with the Union Cycliste Internationale (UCI) in 1995. Since then, Tissot has been Official Timekeeper of the Road, Track, Mountain Bike and BMX Cycling World Championships, and also for the UCI Track Cycling World Cup. Tissot renewed its links with the Tour de France and the Vuelta in 2016 and then signed with the Giro d’Italia, thus making history as the Official Time Keeper in three of the biggest cycle tours.

The partnership with USA Cycling perfectly aligns with Tissot’s global initiatives. Adding to an already robust portfolio of international sports and sporting event partnerships. As part of the partnership, Tissot will showcase and activate the brand, products and timekeeping technology to cyclists in the US via USA Cycling’s events, including Virtual Competitions where USA Cycling members, may compete on some of the most infamous stages of the world’s elite cycling events.

“We are excited to welcome Tissot back in a multi-year partnership to support USA Cycling as we champion the sport. The Tissot brand and watches have become a staple in world-class cycling and our partnership brings that to USA Cycling,” said Bouker Pool, Chief Commercial Officer of USA Cycling.