TAG Heuer Sprints Back to NYC

There is a certain poetry in precision. A kind of artistry not confined to canvas, but expressed in movement, in breath, in heartbeat.

This autumn, TAG Heuer returns to the TCS New York City Marathon as Official Timekeeper, not simply to measure seconds but to honour something more elusive: the moment.

It is not the first time the Swiss horologist has lent its signature timing to the world’s most iconic marathon, but in 2025, its presence carries a different resonance.

After all, TAG Heuer’s story has never just been about watches. It has always been about when, the instant when effort transforms into excellence, and resolve becomes revelation.

To understand the depth of this partnership, one might consider the marathon not merely as a race, but as a kind of living installation. Fifty thousand runners crossing five boroughs, each telling their own story in motion.

From the Verrazzano Bridge to Central Park, the city becomes both stage and subject. If a Basquiat painting could move, sweat, and cheer, it might look something like this.

TAG Heuer’s latest brand campaign, Designed to Win, echoes this same ethos. Launched at Watches and Wonders Geneva 2025, it celebrates the kairos, the ancient Greek idea of the opportune moment, as much as it does the machinery of performance.

Its visual language is less corporate slogan, more philosophical musing. The campaign is underpinned by values that resonate far beyond sport.

Antoine Pin, CEO of TAG Heuer, frames the partnership not as a sponsorship, but as an alignment of values: “Every runner brings a personal story, a personal truth. Our role is to honour that with precision.”

In that spirit, the brand is doing more than counting steps. TAG Heuer’s race-week presence becomes part of the marathon’s visual tapestry, from the countdown clock at the Expo to the branded timepieces awarded to the elite winners.

The prize? The TAG Heuer Connected, a timepiece that embodies the modern tension between data and desire. It offers GPS and VO2 max tracking, yes, but it also carries the soft weight of design history on the wrist, like wearing Bauhaus intentions with the heartbeat of Silicon Valley.

And yet, what makes this story compelling for the discerning reader is not the spec sheet. It is the intention. This is a maison choosing to embed itself in a narrative larger than itself. A luxury brand that recognises that the new markers of prestige are authenticity, participation and emotional depth; not simply heritage.

Beyond the marathon, TAG Heuer is supporting the United Airlines NYC Half and the Abbott Dash to the Finish Line 5K, reinforcing its ongoing engagement with endurance sport.

But the subtext is clear: TAG Heuer is not just timing runners. It is curating a conversation about purpose and performance; about time not as a commodity, but as a craft.

And perhaps that is where the real luxury lies. Not in the material, but in the moment.