SPORT TAG Heuer Joins the Race

The story of the TCS New York City Marathon is one of transformation. What began in 1970 with just 127 runners completing loops in Central Park for a one-dollar entry fee — and a repurposed bowling trophy and inexpensive wristwatches — has evolved into the world’s largest marathon. In 1976, the race broke out of the park and into the streets, tracing a 26.2-mile journey across Staten Island, Brooklyn, Queens, the Bronx, and Manhattan.

Now a benchmark of global sport, the race welcomes elite athletes, Olympic champions, first-time runners, and para-athletes alike—each chasing their own moment of truth. Each year, over 50,000 runners from around the world line up on the Verrazzano-Narrows Bridge, cheered on by millions in the streets and many more watching from afar.

With a legacy rooted in timing motorsports, triathlons, sailing, and other demanding disciplines, TAG Heuer brings Swiss-made precision to every mile of the 26.2-mile journey. Through its timing technology, the Maison will record and commemorate every participant’s official race time, transforming each finish into a measurable milestone of personal victory.

This partnership also echoes TAG Heuer’s 2025 brand campaign, Designed to Win, unveiled at Watches and Wonders Geneva 2025 as a tribute to those who transform preparation into performance. The message finds a natural home in the marathon’s story, where resilience, mental strength, and decisive action are the true hallmarks of success. The NYC Marathon is not only a race but a ritual: one that captures the fleeting, transformative instant known in ancient Greek as kairos, the perfect moment to act.

Commenting on the partnership announcement, TAG Heuer CEO Antoine Pin said: “We are all measured by the moments that define us.” He added: “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 honored with absolute precision.”

“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.”

To mark the occasion, TAG Heuer is bringing innovation directly to runners and fans alike. On race day, TAG Heuer’s integration will extend beyond the course. Every runner will receive their official time powered by TAG Heuer technology, along with a branded finish-line image and shareable results available in the official TCS New York City Marathon app—bringing precision and personalization into every stride.

In celebration of performance at the highest level, winners of the professional athlete field will receive a TAG Heuer Connected watch. Merging advanced sport-tracking features with a refined luxury design, the watch offers GPS, heart rate monitoring, and VO₂ max estimations, making it the ultimate tool for athletes chasing greatness.

This new partnership also extends to the United Airlines NYC Half and the Abbott Dash to the Finish Line 5K, further reinforcing the Swiss Maison’s presence in elite and amateur sports. As TAG Heuer continues to expand its footprint in endurance racing, its message remains clear: performance is not just about speed—it’s about striving to push one’s limits, breaking boundaries, and redefining the limits of human performance.