After stepping away in 2016, Tag Heuer is once again partnering with the New York Road Runners as the official timekeeper of the TCA New York City marathon.

“We are very proud to be back,” Tag Heuer chief marketing officer George Ciz told WWD. “The New York City Marathon is such an iconic event, celebrating human resilience and the city itself. We were part of it in 2016 and always felt there was unfinished business. It aligns perfectly with what we stand for as a brand: precision, performance, and those moments of truth when you test your limits. This is our way of honoring the runners’ commitment and ensuring every one of those achievements is measured with absolute accuracy.”

First held on Sept. 13, 1970, the race began with just 127 runners lacing up in Central Park. Only 55 crossed the finish line and the prizes were recycled trophies and inexpensive wristwatches. In 1976, the course expanded beyond Central Park for the first time, evolving into the five-borough endurance challenge known today. That year, runners crossed the Verrazzano-Narrows Bridge and passed through Staten Island, Brooklyn, Queens, the Bronx and Manhattan, turning the marathon into a moving celebration of New York City itself.

“The marathon embodies perfect alignment with Tag Heuer’s brand, showcasing the behind purpose of celebrating human resilience, and the runners’ capacity to surpass themselves not only physically but also emotionally by pushing themselves beyond their own limits,” Ciz said.

The new chapter in the partnership sees the LVMH Moët Hennessy Louis Vuitton-owned timepiece maker create race-day integrations that will include an official countdown clock display at the TCS New York City Marathon Expo; Tag Heuer-branded official race clocks at the race start, on the lead vehicles, along the course, and at the finish line, and marathon champion gifting.

“We are all measured by the moments that define us” said Antoine Pin, chief executive officer of Tag Heuer, in a statement. “The TCS New York City Marathon represents a moment of truth, resilience, and shared humanity. It is remarkable to witness a single event bring together so many individuals from all walks of life, united by the common drive to push their limits. Every runner arrives at the start line with a deeply personal story, and each of those stories deserves to be honored with absolute precision.”

Over the decades, the race has welcomed Olympians and Paralympians, world record holders, wheelchair racers, first-time marathoners, and runners from every corner of the globe, becoming a platform for powerful stories. Now drawing more than 50,000 runners annually, cheered on by more than 2 million spectators, and watched by many millions worldwide, the TCS New York City Marathon represents sportsmanship for all.

In recognition of excellence, winners of the professional athlete field will be presented with Tag Heuer Connected — the watchmaker’s smartwatch that merges high-performance sport tracking with luxury design. The style comes with GPS, heart-rate monitoring and VO2 max estimates. “We wanted the winners to receive something that was not just a trophy but something they can actually use to continue their journey,” Ciz explained. “It is a reward for what they have accomplished and a companion for what comes next. We couldn’t think of a better gift for the winners to run with, but also appreciate the duality of using the watch for other moments in their lifestyle.”

A new evolution in the partnership, the brand will also be a part the United Airlines NYC Half and the Abbott Dash to the Finish Line 5K, secondary events that are part of the New York City Marathon family. “It is important for us to be present at the marathon, which is the big stage, but also at these other races that really nurture the running community throughout the year,” Ciz said. “You will see the same commitment from us, official timing, branded clocks, engaging with runners. It is our way of supporting athletes at every level, whether they are racing 5K or 26.2 miles. It is about being there for the entire journey and creating meaningful conversations with the runners, our clients & helping NYC Marathon with all of its secondary event continue to grow.”

Sports have always been part of Tag Heuer’s DNA, from motorsport to sailing to golf, tennis and long distance running. “It fully represents the pursuit of excellence and the mental strength it takes to get there — a mindset beautifully captured by our new brand campaign “Designed to Win.”

“This partnership is a natural evolution for us. By timing the New York City Marathon, we are connecting with people who represent those values of preparation, resilience, and pushing their limits. We share those defining moments and helping athletes at every level mark them with precision and meaning,” Ciz said.