Cycle time reduction has appeared as an important thing of improvement to produce a high productivity for a satisfaction of customer request. Time study is applied to measure the standard time of process. Manufacturing industry involve in this study to reduce cycle time in assembly line. This study to improve productivity in assembly line for reduced cycle time. Study to be conducted at PHN Industry Sdn. Bhd. Methodology for this study is using qualitative data such as observation method using stopwatch to calculate the process of cycle time have been using by manpower at work station. The result is cycle time reducing as much as 11.11% at each work station with new standard time