As part of its commitment to ensuring absolute precision and quality performance, luxury Swiss watch manufacturer TAG Heuer is partnering with the TCS New York City Marathon to serve as the official timekeeper of the upcoming race. Set for November 2, the New York City Marathon signifies a proud return to stage for TAG Heuer, which last sponsored the event in 2016.

Drawing more than 50,000 participants annually and cheered on by more than 2 million live spectators, the New York City Marathon is one of the most celebrated days in New York City sportsmanship. While each runner arrives on the starting line with different stories and determinations to persevere, they will be united under TAG Heuer’s latest brand campaign, “Designed to Win,” which promotes the values of tenacity, mental strength, resilience and the pursuit of victory.

As part of the partnership, TAG Heuer will display an official countdown clock at the TCS New York City Marathon Expo, while TAG Heuer-branded race clocks will be located at the start of the track, on lead vehicles, and throughout the course. At the finish line, select champions will be rewarded with the iconic TAG Heuer Connected wristband—an exemplary watch that melds athletic performance with luxury design. Specifically catered for athletes, the TAG Heuer Connected embraces advanced metrics such as GPS, heart rate monitoring and VO2 max estimations—an essential for the most prolific runners.

“We are all measured by the moments that define us,” says Antoine Pin, chief executive of TAG Heuer, on how the partnership underscores the brand’s morale. “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.”

First held on September 3, 1970, with only 127 runners and 55 finishers in breezy Central Park, the New York City Marathon is now the world’s largest marathon by number of finishers—making it one of the most symbolic acts of human endurance in modern history. Over the decades, the course has expanded beyond Central Park, now encompassing five separate boroughs (Staten Island, Brooklyn, Queens, The Bronx and Manhattan)—almost serving as a type of glorification of the culture and history that make up New York City itself.