TAG Heuer bbecomes official timekeeper of TCS New York City Marathon

Swiss watchmaker brings precision timing to world's largest marathon

By Andrew McGrotty Published July 18, 2025 8:13 AM

Tag Heuer marathon sponsor — Tag Heuer

TAG Heuer has been named the official timekeeper of the TCS New York City Marathon, bringing Swiss-made precision to one of the world’s most iconic endurance events. The partnership positions the luxury watchmaker at the center of a race that welcomes over 50,000 runners from around the world annually.

The New York City Marathon has undergone remarkable transformation since its humble beginnings in 1970, when just 127 runners completed loops in Central Park for a one-dollar entry fee, competing for repurposed bowling trophies and inexpensive wristwatches. In 1976, the race expanded beyond the park into the streets, creating the current 26.2-mile journey across Staten Island, Brooklyn, Queens, the Bronx, and Manhattan.

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TAG Heuer’s timing technology will record and commemorate every participant’s official race time, transforming each finish into a measurable milestone of personal victory. The integration extends beyond basic timekeeping, with every runner receiving their official time powered by TAG Heuer technology, along with branded finish-line images and shareable results available through the official marathon app.

“We are all measured by the moments that define us,” said TAG Heuer CEO Antoine 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.”

The partnership aligns with TAG Heuer’s 2025 brand campaign “Designed to Win,” unveiled at Watches and Wonders Geneva as a tribute to those who transform preparation into performance. Christine Burke, New York Road Runners Chief Commercial Officer, noted that every athlete embodies this mentality when they line up at the start.

Professional athletes will receive special recognition through TAG Heuer Connected watches awarded to winners of the elite field. These timepieces merge advanced sport-tracking features including GPS, heart rate monitoring, and VO₂ max estimations with refined luxury design, making them ideal tools for athletes pursuing excellence.

The collaboration extends beyond the flagship marathon to include the United Airlines NYC Half and Abbott Dash to the Finish Line 5K, reinforcing TAG Heuer’s growing presence in endurance racing. This expansion demonstrates the brand’s commitment to supporting both elite and amateur athletes across multiple distance categories.

Andrew McGrotty

Andrew is a full-time freelance writer with expertise in the luxury sector. His content is informative and always on trend.

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TAG Heuer comes back to the Goodwood Festival of Speed as its official timing partner. This marks a major return for the Swiss brand, which has a deep connection to motorsport. The partnership aligns with the festival’s 2025 theme, “The Winning Formula – Champions in addition to Challengers,” recognizing Formula 1’s 75th anniversary. TAG Heuer has also recently resumed its role as Formula 1’s official timekeeper.
The Duke of Richmond started the festival in 1993. It centers around a 1.86-kilometer hillclimb course, where Max Chilton set the current record of 39.08 seconds in the McMurtry Spéirling. The event attracts hundreds of thousands of attendees, with millions more following through live streams, making it a central stage for car culture.
TAG Heuer’s motorsport history spans over a century, beginning with the first dashboard-mounted chronograph in 1911. The brand later introduced the first 1/100th second chronograph in 1916 and the first automatic chronograph for sale in 1969. Its partnerships include Formula 1, Porsche, Oracle Red Bull Racing, the Indianapolis 500, and the Automobile Club de Monaco.
“Motorsport is not just about competition, it is a cultural force, like TAG Heuer,” said Antoine Pin, TAG Heuer CEO. “We are honored to return as Timing Partner at the Goodwood Festival of Speed.”
To mark the occasion, TAG Heuer created the limited edition Carrera Chronograph x Festival of Speed. This watch features a British racing green dial inspired by Goodwood Green, a subtle hobnail pattern, and red accents. The 42mm case houses the in-house TH20-00 movement and comes with a brown leather rally strap reminiscent of 1970s motor racing.
Only 100 pieces of this special edition exist. Goodwood Road Racing Club members will have the first opportunity to purchase it before it becomes available to the general public. The design celebrates British car culture and showcases TAG Heuer’s expertise in chronographs.
The Duke of Richmond highlighted TAG Heuer’s significance in motorsport, noting its honored history and collaborations with some of the sport’s greatest drivers and teams.
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Frederique Constant has extended its partnership with British carmaker Healey, marking two decades of collaboration. This year, two new limited editions have been introduced, departing from the traditional British Racing Green. Instead, they feature pale blue dials inspired by early 1960s Austin-Healey 3000 MKII models. Priced at €1,695 and €3,395, these timepieces continue an unusual collaboration that began in 2004.
At the heart of the partnership is a single historic vehicle: the ex-Works 1953–55 Austin-Healey 100S Special Test Car, registration NOJ393. This car competed in the World Sports Car Championship and was sold unrestored at Bonhams in 2011 for £843,000 ($1,000,000). Since then, it has been restored to its 1955 Le Mans specification.
Unlike typical automotive collaborations that focus on brand logos and color matching, Frederique Constant’s approach is different. The brand aims to capture the essence of this specific car and also supports Healey classic car rallies and community programs. Over 20 years, the partnership has produced many timepieces, most featuring the 100S’s distinctive green livery.
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The three-handed automatic variant features a curvaceous 36mm polished steel case, incorporating both Frederique Constant and Healey dial elements. Applied hour markers, including an oversized 12, are hand-polished silver with white luminous material. The bright red central seconds hand adds a sporty, dashboard-inspired touch, while the dark blue minute track flange matches the co-signing.
The chronograph edition measures 41mm and has a polished steel case with a two-counter layout. Bright red accents appear on both the central chronograph hand and the 30-minute subdial, which sits opposite the small seconds display. This color coordination visually connects to automotive instrumentation while maintaining horological function.
Both models are paired with blue leather straps and closed case backs engraved with the historic 100S. Each is limited to 1,888 pieces, emphasizing the partnership’s exclusivity while still offering reasonable availability for enthusiasts.
The automatic model costs €1,695, making it an accessible entry point into the collaboration. The chronograph is priced at €3,395, targeting collectors seeking additional complications. These price points are competitive with similar Swiss offerings and provide a sense of automotive provenance.
Frederique Constant has also reintroduced the 40mm 2023 Classics Vintage Rally Healey Automatic, featuring a steel case and British Racing Green dial. This model becomes a core collection piece, losing its limited edition status to broaden accessibility.
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