Swiss luxury watch brand TAG Heuer is returning as the official timekeeper of the TCS New York City Marathon after previously partnering with event organiser New York Road Runners (NYRR) in 2016.
The newly confirmed partnership aligns with TAG Heuer’s new brand campaign, Designed to Win, which celebrates mental strength, resilience, and the pursuit of excellence.
Commenting on the partnership announcement, TAG Heuer CEO Antoine Pin said “We are all measured by the moments that define us. 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.”
TAG Heuer will activate throughout race-week and on race-day including:
- 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
- Gifting for the TCS New York City Marathon champions.
“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 (NYRR) 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.”
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.
To celebrate 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 luxury design, the watch offers GPS, heart rate monitoring, and VO₂ max estimations.
The new TAG Heuer and NYRR partnership also extends to the United Airlines NYC Half and the Abbott Dash to the Finish Line 5K.
