From high-speed racing to long-distance running, TAG Heuer brings its timing legacy to the streets of New York.
Images courtesy of TAG Heuer and New York Road Runners/TCS New York City Marathon
TAG Heuer is once again taking on the role of Official Timekeeper for the TCS New York City Marathon, marking its return to the event after last sponsoring it in 2016. Known for its involvement in sports timing, the brand has a long-standing connection to major athletic competitions.
The TCS New York Marathon is one of the world’s most iconic road races, drawing over 50,000 runners and millions of cheering spectators through all five boroughs—Manhattan, Brooklyn, Queens, The Bronx, and Staten Island. From elite athletes chasing records to everyday runners fulfilling lifelong dreams, it’s a high-energy celebration of endurance, grit, and New York itself. Each November, the city transforms into a 26.2-mile block party, uniting people from around the globe in one unforgettable event.
The race has consistently drawn a wide range of participants, including Olympians, Paralympians, world record holders, wheelchair athletes, and first-time marathon runners. It has also become a venue for numerous personal and inspiring stories. One of Heuer’s early achievements was developing the Mikrograph in 1916, the first mechanical stopwatch accurate to 1/100th of a second. The watchmakers current presence at the marathon reinforces the ongoing relationship between Swiss precision and endurance sport.
As part of its partnership, TAG Heuer will have a prominent presence throughout race week and on race day, with official countdown clocks at the TCS New York City Marathon Expo and branded race clocks at the start line, on lead vehicles, along the course, and at the finish line. The brand will play a central role in capturing and commemorating each runner’s achievement, reinforcing its ongoing connection to sports timing, athletic performance, and the pursuit of personal bests.
TAG Heuer’s return to the New York Marathon is part of a broader strategy by parent company LVMH to raise the brand’s profile through its new “Designed to Win” campaign. The initiative includes expanded investment in major sporting events, such as TAG Heuer’s reestablished role as the official timekeeper of Formula 1 and a recent activation at the Goodwood Festival of Speed.
The partnership between TAG Heuer and the TCS New York City Marathon brings together two institutions known for precision, performance, and a shared respect for human endurance. Speaking on the significance of the collaboration, Antoine Pin, CEO of TAG Heuer, reflected on the emotional weight the marathon carries for its participants. “We are all measured by the moments that define us,” said Pin. “The TCS New York City Marathon represents a moment of truth, resilience, and shared humanity. It is remarkable to witness a single event bring together so many individuals from all walks of life, united by the common drive to push their limits. Every runner arrives at the start line with a deeply personal story, and each of those stories deserves to be honoured with absolute precision.”
The partnership also underscores TAG Heuer’s alignment with New York Road Runners’ mission to make running accessible and meaningful for people of all backgrounds. For NYRR, the marathon is more than a race—it’s a celebration of individual determination and collective strength.
“Every athlete who lines up at the start of a New York Road Runners race embodies the ‘Designed to Win’ mentality,” said Christine Burke, New York Road Runners Chief Commercial Officer. “We’re thrilled to welcome TAG Heuer back as a New York Road Runners and TCS New York City Marathon sponsor, and to partner with them to celebrate the transformative power of running, and the determination and triumph that define the running community.”
Winners in the professional athlete division will take home the TAG Heuer Connected Calibre E4 smartwatch, which combines sport-focused functionality with the brand’s signature design. Built for training and performance, the watch includes features like GPS tracking, heart rate monitoring, and VO2 max estimates—tools aimed at supporting athletes both in competition and beyond. Receiving a watch goes back to the inaugural New York Marathon in 1970 – although the event has a slightly higher budget these days (the original trophies were recycled).
Beyond the clocks and cameras, TAG Heuer’s presence speaks to the evolving role of technology and tradition in modern sport. As the marathon continues to grow in scale and cultural relevance, so too does the importance of precision, not just in timing winners, but in honouring every runner’s journey. It’s a reminder that in a race measured by seconds, meaning is found in the moments in between.