The Swiss luxury watchmaker TAG Heuer has announced its return to one of the most prestigious running events, marking a significant partnership that will bring precision timekeeping back to the five boroughs. TAG Heuer will serve as the official timekeeper of the TCS New York City Marathon, a role the brand previously held until 2016.
This partnership represents more than just corporate sponsorship. For a brand that has built its reputation on precision timing and sporting excellence, the marathon provides an ideal platform to demonstrate these core values. The announcement comes at a time when TAG Heuer is pushing forward with its “Designed to Win” brand campaign, which was unveiled at Watches and Wonders Geneva 2025.
A marathon rich in history
Since its humble beginnings on September 13, 1970, the TCS New York City Marathon has undergone dramatic transformation. What started with just 127 runners in Central Park has evolved into one of the most iconic endurance events in the world. Only 55 runners crossed the finish line that first year, receiving recycled trophies and inexpensive wristwatches — a far cry from the TAG Heuer Connected smartwatches that will be awarded to winners today.
The race truly came into its own in 1976 when it expanded beyond Central Park to become the five-borough challenge it is today. Runners now traverse the Verrazzano-Narrows Bridge, passing through Staten Island, Brooklyn, Queens, the Bronx, and Manhattan. The urban landscape serves as the backdrop for this moving celebration of human endurance.
Today, the marathon attracts more than 50,000 runners annually, with over two million spectators lining the route and millions more watching worldwide. The event has welcomed Olympians, Paralympians, world record holders, wheelchair racers, and first-time marathoners from around the globe.
Precision timing takes center stage
TAG Heuer’s involvement goes beyond mere branding. The watchmaker will provide comprehensive timing solutions throughout race week and on race day. Official countdown clocks will be displayed at the TCS New York City Marathon Expo, and TAG Heuer–branded race clocks will be positioned at the start line, on lead vehicles, along the course, and at the finish line.
Professional athletes who win will receive the TAG Heuer Connected, the brand’s smartwatch that merges high-performance sports tracking with a luxurious design. This advanced timepiece features GPS, heart rate monitoring, and VO2 max estimations — tools that bring Swiss precision to athletic performance.
Antoine Pin, CEO of TAG Heuer, emphasized the significance of this partnership: “We are all measured by the moments that define us. 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 starting line with a deeply personal story, and each story deserves to be honored with absolute precision.”
Beyond the marathon
The partnership extends beyond the flagship event. TAG Heuer will also sponsor two additional New York Road Runners races: the United Airlines NYC Half and the Abbott Dash to the Finish Line 5K. This broader commitment demonstrates the brand’s dedication to supporting running at all levels.
Christine Burke, New York Road Runners’ chief commercial officer, welcomed the partnership: “Every athlete who lines up at the start of a New York Road Runners race embodies the ‘Designed to Win’ mentality. We’re thrilled to welcome TAG Heuer back as a sponsor of the New York Road Runners and the TCS New York City Marathon, and to partner with them to celebrate the transformative power of running and the determination and triumph that define the running community.“
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The designed to win philosophy
This partnership aligns perfectly with TAG Heuer’s recently unveiled “Designed to Win” campaign. It celebrates mental strength, resilience, and the relentless pursuit of excellence — values that resonate deeply with marathon runners. The campaign pays tribute to the defining moments when preparation meets performance — what the ancient Greeks called “kairos,” or the moment of truth.
For marathon runners, this moment occurs at various points throughout the 26.2-mile race. Some face it at the starting line, some at the infamous “wall” around mile 20, and many at the finish line. TAG Heuer’s precise timing captures and commemorates these moments with absolute accuracy.
A heritage of sport
TAG Heuer’s involvement in sports timing spans decades. The brand has a rich heritage in motorsports, sailing, and triathlons and has now expanded to include one of running’s most prestigious events. Founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, TAG Heuer has consistently pushed the boundaries of chronograph technology.
Its innovations include the oscillating pinion for mechanical stopwatches in 1887; the Mikrograph, the world’s fastest chronograph, in 1916; the Calibre 11, the first automatic-winding chronograph movement, in 1969; and the first luxury smartwatch, in 2015. TAG Heuer’s technological advancements continue to support elite and amateur athletes who push themselves to redefine the limits of human performance.