TAG Heuer is timekeeper of the TCS New York City Marathon

A marathon may not be quite as fast as Formula 1, where TAG Heuer has been the watch partner since this season, but every second counts and needs to be measured precisely.

Most recently responsible for this in 2016, TAG Heuer is once again taking on the role of official timekeeper for the run through the Big Apple.

The New York City Marathon is one of 60 annual races for adults and youth organized by the nonprofit organization New York Road Runners. It was first held on September 13, 1970, with just 127 runners starting in Central Park. Fifty-five participants crossed the finish line, and the prizes consisted of recycled trophies and inexpensive wristwatches.

In 1976, the course was extended 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.

The marathon became an event and the cityscape became a stage where people along the route cheered on the runners.

Over the decades, the competition has welcomed Olympians and Paralympians, world record holders, wheelchair athletes, marathon debutants, and runners from all over the world. It has become a platform for moving stories.

The TCS New York City Marathon now attracts over 50,000 runners annually, is cheered on by over two million spectators, and is followed by many millions of people around the world.

“We are all measured by the moments that define us,” said Antoine Pin, CEO of TAG Heuer, about the new partnership.

"The TCS New York City Marathon represents a moment of truth, resilience, and shared humanity. It's remarkable how a single event brings together so many people from all walks of life, united by a shared drive to push their limits. Every runner arrives at the starting line with a deeply personal story, and each of those stories deserves to be honored with the utmost precision."

“We are thrilled to welcome TAG Heuer back as a sponsor of the New York Road Runners and the TCS New York City Marathon, and to join them in celebrating the transformative power of running and the determination and triumph that define the running community,” said Christine Burke, Chief Commercial Officer of the New York Road Runners.

As part of the partnership, TAG Heuer will present, among other things, an official countdown clock at the TCS New York City Marathon Expo during race week and on race day on November 2, 2025. Official race clocks bearing the TAG Heuer logo will also be available at the start, on the lead cars, along the course, and at the finish.

In recognition of their outstanding performance, the winners from the professional field will receive the "Connected" smartwatch from the watch manufacturer. Designed specifically for athletes, this watch offers metrics such as GPS, heart rate monitoring, and VO2 max measurement, ensuring Swiss precision with every step. This partnership, which further expands TAG Heuer's global presence in endurance sports, includes sponsorship of two additional New York Road Runners races—the United Airlines NYC Half and the Abbott Dash to the Finish Line.