Studying the shear rheological properties of clay is crucial for evaluating slope stability and preventing excessive displacement of roadbeds and retaining walls. In this study, a series of direct simple shear tests were conducted by a novel apparatus to investigate the shear rheological behavior of clay in western China. Test results reveal that both the shear strain–time curve and shear stress–strain curve can be well described by power functions, and the power of shear strain–time curve is independent of the shear stress level. Based on this finding, an empirical shear rheological equation under constant shear stress is built. By assuming the shear stress–strain curves as a series of parallel lines in a double logarithmic coordinate axis, shear equivalent timelines are proposed based on Yin Graham's equivalent timeline theory. The shear equivalent time is then introduced into the proposed empirical shear rheological equation, thereby an equivalent timeline shear rheological model considering the effect of consolidation pressure under varying shear stresses is derived. The shear rheological strains predicted by the model are shown to agree well with test data before clay failure.