Never underestimate the power of the internet.
That was where Robert Williams' "Time Lord" nickname first originated as the brainchild of Ryan Hebert, aka @HebertofRiffs on Twitter.
Fast forward to Friday afternoon, when the "Time Lord" hype appeared to earn the Boston Celtics rookie a shot at a sponsorship with ... a major watch company?
Well played, Timex.
This actually would be the perfect partnership: If Williams has his own customized watch, he'll never sleep through a conference call or a miss a flight again.
Boston Celtics
And what better way for Timex to promote its brand than through the Lord of Time himself?
Danny Ainge and Williams' sister may throw a wrench in the deal if they succeed in changing the young big man's nickname. (Both aren't fans of the moniker.) But considering the "Time Lord" is getting literal sponsorship offers now, we're guessing the nickname is here to stay.
Click here to download the new MyTeams App by NBC Sports! Receive comprehensive coverage of your teams and stream the Celtics easily on your device.
NBC SPORTS BOSTON SCHEDULE