Tony Parker, known in the United States as the San Antonio Spurs' starting point guard, is the new brand ambassador for Tissot.

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Paris—Swiss watch brand Tissot has signed basketball player Tony Parker on as its latest global ambassador, further strengthening Tissot's connection with the fast-paced, precision-dependent sport, the brand announced on Tuesday.

As the official timekeeper of the International Basketball Federation (FIBA), Tissot's move to add the French basketball pro to its ambassador team was a natural one. The captain of the French national basketball team and a star of the NBA's San Antonio Spurs, Parker is widely known on the international scene for his energy, fearlessness and strong sense of social responsibility.

With a trio of NBA Champion titles plus another trio of NBA All Star titles to his name, Parker has enjoyed an impressive career. In 2007, he was named MVP of the NBA finals, making the Belgium-born Parker the first player born outside of the United States to receive that honor. According to Tissot, Parker's European roots and international recognition mirror the positioning of the Tissot brand.

"His natural talent and focused determination are deeply impressive, and our partnership will help spread his inspirational qualities around the world," Tissot President Francois Thiebaud said in a media release.

Parker will join a roster of high-profile individuals as Tissot brand ambassadors, including sports stars such as race car driver Danica Patrick, football player Michael Owen and hockey pro Steven Stamkos, among others.