TAG Heuer is stepping into the New York City Marathon : for the 2025 edition, the brand is resuming its role as official timekeeper, renewing its presence at this prestigious event after an initial collaboration in 2016.
The announcement of the partnership follows on from the brand’s new campaign, entitled “Designed to Win,” which was previewed at Watches and Wonders Geneva 2025.
High-precision timekeeping throughout the race
TAG Heuer will deploy a comprehensive timing system throughout the race, which will take place on November 2 : official clocks along the course, countdown clocks at the Expo, timing on the lead vehicles and at the finish line, as well as the broadcast of official times via the marathon app, with personalized images at the finish line for each participant.
The winners of the professional category will also receive a TAG Heuer Connected, a smartwatch featuring GPS, heart rate monitoring, and VO₂ max estimation.
In addition, the partnership extends to two other races organized by New York Road Runners : the United Airlines NYC Half and the Abbott Dash to the Finish Line 5K. This expansion reinforces the Swiss brand’s presence in the world of running.
A tradition of sports timing
TAG Heuer’s return to New York is part of a history deeply linked to sport and timekeeping. In the 1920s, the Swiss company established itself as a pioneer by designing chronographs used at the Olympic Games in Antwerp (1920) and Paris (1924), marking its first steps in the official timing of global events.
In the decades that followed, TAG Heuer also made a name for itself in disciplines such as alpine skiing, thanks to photoelectric timing systems that revolutionized the accuracy of competitions in the 1940s and 1950s. But it was in the field of motor racing that the brand truly earned its legendary status : as the official timekeeper for Formula 1 in the 1990s and 2000s, partner to iconic teams such as Ferrari and McLaren, and supplier of timing technologies capable of capturing thousandths of a second. In 2025, TAG Heuer officially announced its return to Formula 1 as the official timekeeper, reviving its heritage of speed and precision.
The world of running is not to be outdone : in 2016, TAG Heuer timed the New York Marathon, before becoming a long-term partner of the London Marathon in the same year. The partnership was renewed last year until at least 2026 for the English race.
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Featured photo : © Getty Images
