TAG Heuer, timekeeper of the New York Marathon: a sporting offensive with a global reach
TAG Heuer becomes the Official Timekeeper of the New York Marathon, reinforcing its position in the world of top-level sport.
TAG Heuer, a subsidiary of the LVMH group, is pursuing its strategy of expansion into sports with a major operation: becoming the official timekeeper of the TCS New York City Marathon. This partnership gives the Swiss brand a dynamic international profile, in line with the values it has upheld from the outset: precision, performance and high standards.
Since 1970, the New York Marathon has been a fixture on the world sporting calendar. Every year, some 50,000 runners take to the streets of the city, cheered on by more than two million spectators, with worldwide media coverage. For TAG Heuer, the stakes are twofold: to embody technical rigor and to be associated with an event marked by human resilience. An image that the brand has been seeking to reinforce since its acclaimed return to Formula 1, another playground where every thousandth of a second counts.
Watchmaking immersion at the heart of the race
This partnership translates into a concrete presence on the ground. At the marathon Expo, an official TAG Heuer countdown is set up. All along the course, clocks mark out the finishing times. As a highlight, selected professional athletes will receive TAG Heuer Connected watches, reinforcing the link between technology and sport.
This events strategy is part of a global dynamic driven by strong actions: launch of the new TAG Heuer Formula 1 collection, events in London, Melbourne and Shanghai, with spectacular digital spin-offs (up to 350 million impressions in one week).
A Parisian echo of this global dynamic
While this collaboration will have an impact in New York, it will also have an echo in Paris, where the brand already has a strong presence through its boutiques, notably on Rue Saint-Honoré. TAG Heuer is targeting a Parisian public with a passion for sport, technology and luxury watchmaking. This global activation should also boost traffic in Parisian points of sale, as the brand has observed following its previous international operations.
TAG Heuer doesn’t stop there: it also becomes a partner of the United Airlines NYC Half and the Abbott Dash to the Finish Line 5K, establishing itself firmly in the running ecosystem.
