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Running on Time: TAG Heuer Powers the World’s Most Famous Marathon

Every year, this legendary marathon gathers over 50,000 runners and captivates millions of spectators worldwide.

Por: Alejandro Carrillo
Marathon Ny TAG Heuer
Since 1976, the course has stretched across all five boroughs—Staten Island, Brooklyn, Queens, the Bronx, and Manhattan—transforming into a vibrant journey that engages the entire city. / Photo TAG Heuer

TAG Heuer, long celebrated for its innovation, precision, and high-performance expertise, has announced its return as the Official Timekeeper for the prestigious TCS New York City Marathon—one of the most iconic endurance events in the world, organized by the nonprofit New York Road Runners.

 

From its humble beginnings in 1970, when just 127 athletes circled Central Park, the Marathon has evolved into a citywide celebration. Since 1976, the course has stretched across all five boroughs—Staten Island, Brooklyn, Queens, the Bronx, and Manhattan—transforming into a vibrant journey that engages the entire city.

TAG Heuer will deliver state-of-the-art timing technology, including official race clocks positioned at the starting line, along the route, on lead vehicles, and at the finish / TAG Heuer
TAG Heuer will deliver state-of-the-art timing technology, including official race clocks positioned at the starting line, along the route, on lead vehicles, and at the finish / TAG Heuer

Throughout its history, the race has welcomed Olympic champions, world-record holders, wheelchair athletes, and participants of all backgrounds, becoming a universal symbol of perseverance, unity, and human endurance.

Designed to Win

As part of its sponsorship, TAG Heuer will deliver state-of-the-art timing technology, including official race clocks positioned at the starting line, along the route, on lead vehicles, and at the finish. In recognition of excellence, professional champions will be awarded the TAG Heuer Connected smartwatch—a luxury timepiece engineered for athletes, integrating advanced sports tracking tools such as GPS navigation, heart rate monitoring, and VO₂ max estimations.

 

The partnership extends beyond the New York City Marathon, covering other prominent New York Road Runners events such as the United Airlines NYC Half and the Abbott Dash to the Finish Line 5K, solidifying TAG Heuer’s footprint in the world of elite endurance sports.

TAG Heuer continues to champion both professional and amateur athletes who push their boundaries and redefine the meaning of human performance / Photo via Tag Heuer
In recognition of excellence, professional champions will be awarded the TAG Heuer Connected smartwatch / Photo via TAG Heuer

This collaboration also aligns with the brand’s global Designed to Win campaign, introduced at Watches and Wonders Geneva 2025, which celebrates mental strength, resilience, and the relentless pursuit of excellence—values mirrored in every step of the Marathon.

Every Second Counts

“The TCS New York City Marathon represents a moment of truth, resilience, and shared humanity. Every runner carries a personal story worth honoring with absolute precision,” shared Antoine Pin, CEO of TAG Heuer.

 

Christine Burke, Chief Revenue Officer at New York Road Runners, added: “We’re thrilled to welcome TAG Heuer back as a sponsor. Together, we celebrate the transformative power of running and the spirit of victory that unites this global community.”

With a legacy that spans motorsport, sailing, triathlon, and now one of the most famous Marathons in the world, TAG Heuer continues to champion both professional and amateur athletes who push their boundaries and redefine the meaning of human performance.

Key Information

  • What role will TAG Heuer play in the New York City Marathon? They will serve as the Official Timekeeper, providing precision timing throughout the race.
  • When did the New York City Marathon first include all five boroughs? In 1976.
  • What will the professional winners receive? A TAG Heuer Connected smartwatch with advanced athletic tracking features.
  • Which other events are part of the TAG Heuer partnership? The United Airlines NYC Half and the Abbott Dash to the Finish Line 5K.

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