After enforcing its presence in the world of motorsports, luxury Swiss watchmaker TAG Heuer has now announced its return to the TCS New York City Marathon as its Official Timekeeper. The brand’s return to the world’s largest marathon marks a renewed partnership with the event after its last sponsorship in 2016.
More importantly, the collaboration with organiser New York Road Runners (NYRR) underscores TAG Heuer’s enduring commitment to performance, precision, and perseverance — values at the heart of both the brand and the world’s largest marathon.
Major Stride
The TCS New York City Marathon is one of the most iconic endurance races globally, having grown from humble beginnings in 1970, when just 127 runners took part in Central Park. Today, over 50,000 runners traverse all five boroughs of New York City, cheered on by millions of spectators. It’s more than a race — it’s a celebration of human potential, determination, and community spirit.
This year’s partnership with the marathon aligns seamlessly with TAG Heuer’s new global campaign, Designed to Win, launched at Watches and Wonders Geneva 2025. The campaign celebrates mental strength, resilience, and those defining moments where preparation meets performance. In the marathon, these ideals are embodied by every runner who steps up to the start line.
“We are all measured by the moments that define us,” said Antoine Pin, CEO of TAG Heuer. “The TCS New York City Marathon represents a moment of truth, resilience, and shared humanity. Every runner arrives with a unique story, and each deserves to be honoured with absolute precision.”
Counting Down
TAG Heuer’s presence will be felt throughout race week and on marathon day itself, with branded countdown clocks, timing systems at key race locations, and gifting of TAG Heuer Connected smartwatches to champions in the professional athlete field. The Connected model blends cutting-edge fitness technology — including GPS, VO2 max estimates, and heart rate tracking — with Swiss design sophistication.
The partnership also extends to other flagship NYRR events, including the United Airlines NYC Half and the Abbott Dash to the Finish Line 5K, strengthening TAG Heuer’s footprint in the endurance sport space.
Christine Burke, Chief Commercial Officer at NYRR, added: “We’re thrilled to welcome TAG Heuer back. Every athlete who lines up at the start embodies the ‘Designed to Win’ mentality — and this collaboration celebrates the transformative power of running.”
(Images: TAG Heuer)
