Tissot and USA Cycling Announce Partnership

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.

Visit USACycling.org for more information on the athletes, events and membership programs, and follow @USACycling across all channels for the latest on Team USA.

For more information, contact Bouker Pool at bpool@usacycling.org


The plus sign in the Swiss Flag within the Tissot logo symbolises the Swiss quality and reliability Tissot has shown since 1853. The watches, sold all over the world, enable Tissot to be the leader in the traditional Swiss watch industry, exporting more than 4 million watches every year. Tissot stands by its signature, Innovators by Tradition. The high quality of the brand with every component recognized worldwide.

Tissot has been named Official Timekeeper and Partner of many global events such as basketball with the NBA and FIBA; cycling with the Tour de France and the UCI World Cycling Championships; motorsports with MotoGPTM and the FIM World Superbike Championship and many more besides in the sports of ice hockey, fencing and rugby.

Key leading products include: Tissot T-Touch (The first tactile watch in 1999). Tissot Le Locle, a timeless, classic, automatic watch with 80 hours of power reserve. Tissot T-Race, “the sporty design.”

ABOUT USA CYCLING (usacycling.org)

USA Cycling is the national governing body for the sport of cycling and oversees the disciplines of road, track, mountain bike, cyclocross, and BMX. USA Cycling’s mission is to champion accessibility, participation, and excellence in the sport of cycling to make more Americans healthier, happier, and better on two wheels while achieving sustained international racing success. USA Cycling supports cyclists at all levels, from those just beginning in the sport and participating in fun rides to international caliber racers. The organization identifies, develops, and selects cyclists to represent the United States in international competition through the support of kids’ and interscholastic programs, amateur bike racing and grassroots development programs, and the provision of critical infrastructure to run organized racing. USA Cycling has a membership of 100,000, annually sanctions over 2,500 events, and is a proud member of the Union Cycliste Internationale (UCI) and United States Olympic & Paralympic Committee (USOPC).