TAG Heuer Returns as TCS New York City Marathon Official Timekeeper With the Connected Caliber E5 Running Edition

On September 13, 1970, 127 runners set off in Central Park in the very first New York City Marathon. Six years later, the race expanded into a five-borough challenge that sends runners across the Verrazzano-Narrows Bridge, and today the TCS New York City Marathon draws more than 50,000 runners every year, cheered on by over two million spectators.

This fall, that five-borough course turns 50, and TAG Heuer will once again be keeping time. The Swiss watchmaker returns for its second consecutive year as Official Timekeeper of the TCS New York City Marathon, which takes place on Sunday, November 1, bringing its long history in sports timekeeping to every second of the 26.2-mile route. It is a homecoming of sorts, too: TAG Heuer first served as the race’s official timekeeper and timepiece from 2014 to 2016.

Last year’s race set a high bar. At the 2025 race, which TAG Heuer says drew more than 55,000 runners, Kenya’s Hellen Obiri claimed victory in a course-record time of 2:19:05, with TAG Heuer’s clocks recording every second of her run.

For its return, TAG Heuer has brought something for the wrist as well as the finish line. The new Connected Calibre E5 Running Edition is a special edition built on the brand’s flagship Connected Calibre E5, the fifth generation of the luxury smartwatch collection TAG Heuer pioneered in 2015. It is housed in a 45mm case and runs on TAG Heuer OS, the brand’s own operating system, which now tracks 54 sports and records manual laps in real time.

The Maison is not shy about its ambitions. The Running Edition, according to TAG Heuer, is “engineered to dominate the luxury running segment by uniting high-end Swiss watchmaking craftsmanship with elite athletic performance.”

The details are where its running credentials show. The case is crafted from lightweight sandblasted titanium, and its polished black ceramic bezel is engraved with a non-linear running scale that, according to TAG Heuer, lets runners read their distance at a glance. Dual-band GPS handles precise pace and route tracking, and an advanced PPG heart-rate sensor (the optical kind that reads your pulse through the skin) sits on the caseback.

Then there are the straps. The Running Edition comes with two: an ergonomic stretch strap that TAG Heuer says is designed for optimal performance, and a rubber strap for everyday wear. The stretch strap may be the least glamorous feature on the spec sheet, but it is the kind of detail that matters far more at mile 20 than it does in a boutique.

The Running Edition launches at a suggested retail price of $2,400. It is also not TAG Heuer’s first gesture toward runners: its Connected Calibre E5 x New Balance Edition, limited to 3,000 pieces, arrived with six New Balance running plans built in. If that collaboration was TAG Heuer’s handshake with the running world, the Running Edition, tied as it is to one of the sport’s biggest races, feels to us like a full commitment.

The celebration extends to the screen. To mark 50 years of the race across all five boroughs, TAG Heuer and New York Road Runners are unveiling two exclusive digital watch faces for the Connected E5. Timekeeping x NYRR is the minimalist of the pair, with bold orange hour, minute, and seconds readouts set against a dark textured background and anchored by the race’s Statue of Liberty emblem.

TRKR x NYRR is built for pacing: a data-driven dashboard that pairs a prominent central digital clock with the day, date, step count, calories burned, and ambient metrics in crisp orange against a black-and-blue interface, complete with the NYRR emblem.

Both faces will roll out across all core E5 models and feature prominently in the TAG Heuer Connected app, a generous touch that lets existing owners join the anniversary without buying a new watch.

On the ground, race week brings an official TAG Heuer countdown clock to the TCS New York City Marathon Expo, while on race day official TAG Heuer clocks will mark the start, the course, and the finish line. The partnership stretches across the running calendar, too, with TAG Heuer also sponsoring two more New York Road Runners events, the United Airlines NYC Half and the Abbott Dash to the Finish Line 5K.

The brand is also assembling its own team of participants who will take on the 26.2-mile course wearing its latest innovations.

Precision timing has been part of TAG Heuer’s story for well over a century, from the oscillating pinion for mechanical stopwatches in 1887 to the Mikrograph in 1916 and the first automatic-winding chronograph movement, the Calibre 11, in 1969. The Running Edition carries that lineage onto the wrist of anyone lining up on Staten Island.

This November, the clock at the finish line and the watch on a runner’s wrist can carry the same name. For a watchmaker that built its reputation on the stopwatch, that is a fitting finish.

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Adrienne Faurote

Editor in Chief · Haute Time

As a former New Yorker, now a “Miamian,” Adrienne Faurote joined Haute Living in August of 2021. She currently serves as the Haute Media Group Editor-in-Chief, overseeing all editorial platforms within the Haute Media Group while also maintaining her role as Fashion, Jewelry & Watch Director. Prior to her position at Haute Living, Faurote was the Market Editor at Marie Claire Magazine US, amassing over ten years in the industry, becoming an authoritative voice in all things fashion, jewelry, and watches.