New York, NY – July 16, 2025 – TAG Heuer, the Swiss luxury watchmaker synonymous with innovation, performance, and precision, is proud to announce its role as Official Timekeeper of the TCS New York City Marathon, marking a return to the event after previous sponsorships, most recently in 2016. The Marathon is one of 60 annual adult and youth races produced by nonprofit New York Road Runners— and the best day of the year in New York City.
The TCS New York City Marathon is one of the most iconic human endurance events in modern history. First held on September 13, 1970, the race began humbly, with just 127 runners lacing up in Central Park. Only 55 crossed the finish line and the prizes were recycled trophies and inexpensive wristwatches.
In 1976, the course expanded beyond Central Park for the first time, evolving into the five-borough challenge we know today. That year, runners crossed the Verrazzano-Narrows Bridge and passed through Staten Island, Brooklyn, Queens, the Bronx, and Manhattan, turning the marathon into a moving celebration of New York City itself. The urban landscape became its stage, and the city’s people, lining the route, its chorus.
Over the decades, the race has welcomed Olympians and Paralympians, world record holders, wheelchair racers, first-time marathoners, and runners from every corner of the globe. It has become a platform for powerful stories. Now drawing more than 50,000 runners annually, cheered on by more than two million spectators, and watched by many millions worldwide, the TCS New York City Marathon represents perseverance and community, and the belief that greatness exists in all of us.
The brand will play a central role in capturing and commemorating each runner’s achievement, reinforcing its commitment to sportsmanship, performance, and the power of personal bests.
The new partnership also reflects TAG Heuer’s recently unveiled brand campaign, Designed to Win, revealed at Watches and Wonders Geneva 2025. Celebrating the values of mental strength, resilience, and the relentless pursuit of excellence and victory, Designed to Win is a tribute to those defining moments when preparation meets performance. In the context of the TCS New York City Marathon, this campaign finds powerful resonance, highlighting the kairos, or moment of truth, that each runner faces in their personal journey toward the finish line.
“We are all measured by the moments that define us” said Antoine Pin, CEO of TAG Heuer, on the new partnership. “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.”
Innovation That Moves With You
As part of the partnership, TAG Heuer race-week and race-day integrations will include an official countdown clock display at the TCS New York City Marathon Expo; TAG Heuer-branded official race clocks at the race start, on the lead vehicles, along the course, and at the finish line; and marathon champion gifting.
In recognition of excellence, winners of the professional athlete field will be presented with TAG Heuer Connected — the watchmakers smartwatch that merges high-performance sport tracking with luxury design. Tailored for athletes, the watch features advanced metrics like GPS, heart rate monitoring, and VO2 max estimations, bringing Swiss precision into every stride.
This partnership, which further expands TAG Heuer’s global footprint in endurance sports, includes sponsorship of two additional New York Road Runners races — United Airlines NYC Half and the Abbott Dash to the Finish Line 5K.
With a heritage that includes motorsports, sailing, triathlon, and now the TCS New York City Marathon, the brand continues to support elite athletes and amateur competitors alike, those who push themselves, break boundaries, and redefine the limits of human performance.
