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.
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.
