TAG Heuer returns to the New York Marathon: Swiss precision takes on the big races

TAG Heuer returns as Official Timekeeper of the New York Marathon for the 2025 edition. A strategic move that reaffirms the links between the Swiss watch brand and the world of sports performance.

TAG Heuer returns to one of the world’s most prestigious marathons. On November 2 , 2025, the Swiss brand will be the official timekeeper of the New York Marathon, renewing a mission already fulfilled at the 2016 edition. This partnership is part of the “Designed to Win” campaign unveiled at Watches and Wonders Geneva 2025, which highlights technology at the service of performance.

A high-precision timepiece

TAG Heuer will be deploying a complete timing system throughout the New York course. Official clocks, on-board timers on the leading vehicles, a finish line, and a mobile application with personalized time for each runner: Swiss precision will be present at every moment of the race. What’s more, the professional winners will receive a TAG Heuer Connected watch, equipped with features such as GPS, heart tracking and VO₂ max estimation.

In addition to the marathon, the partnership also covers two other iconic events organized by New York Road Runners: the United Airlines NYC Half and theAbbott Dash to the Finish Line 5K. TAG Heuer’s presence in the world of running is further strengthened.

A long-standing sporting tradition

TAG Heuer is not new to sport. As early as 1920, the Swiss company was already timing the Olympic Games in Antwerp, followed by those in Paris in 1924. Over the decades, TAG Heuer has made a name for itself in alpine skiing with photoelectric timekeeping, and above all in motor sports, a field in which the brand has acquired worldwide renown.

Official timekeeper of Formula 1 in the years 1990-2000, partner of Ferrari and McLaren, TAG Heuer makes a remarkable return to F1 in 2025, confirming its ability to capture the thousandth of a second.

And Paris?

The passion for sports timing crosses the Atlantic. In Paris, several running events could be inspired by this type of technological partnership, in conjunction with TAG Heuer boutiques such as the one on theChamps-Élysées, an emblematic venue for sport and luxury.

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