TAG Heuer activates at London Marathon with elite prizes, app selfies and Run Dem Crew cheers

Above: Rob Diver, Managing Director of TAG Heuer UK and Ireland with Elite Men’s Wheelchair Race winner Marcel Hug (SUI) and Elite Women’s Wheelchair Race winner Madison de Rozario (AUS) on then podium on The Mall The TCS London Marathon on Sunday 23rd April 2023. Photo: Adam Warner for London Marathon Events: For further information: media@londonmarathonevents.co.uk

Returning this weekend for its 43rd edition, TAG Heuer proudly continued its role as Official Timekeeper of the TCS London Marathon, a race that embodies the high-performance spirit of the Swiss luxury watchmaker, and which this year saw record after record set on TAG Heuer time.

In a star-studded line-up, which included some of the fastest men in history, Kenyan Kelvin Kiptum raced to victory in the elite men’s race with an incredible time of 02:01:25, which marks the second fastest time in history.

Dutch woman Sifan Hassan crossed the finishing line with a time of 02:18:33 on her debut over the distance, in the much-anticipated elite women’s race.

Echoing TAG Heuer’s drive for success, Australia’s Madison de Rozario finished in the women’s wheelchair race with a time of 01:38:51, and Switzerland’s Marcel Hug in the men’s wheelchair race broke his own course record with a time of 01:23:44.

All runners who took to the famous 26.2-mile distance could share their own ‘finish line selfie’, which included their official event time provided by TAG Heuer. This function was available via the Official TCS London Marathon App, powered by TCS.

Committed to a legacy of timekeeping TAG Heuer is proud to be Official Timekeeper of the TCS London Marathon for its eighth consecutive year, and to continue to celebrate its sporting excellence. Renowned for a legacy of timekeeping precision and racing spirit, TAG Heuer’s technological innovations have kept pace with the evolution of sports since 1860. TAG Heuer is committed to the world of sport, having created the world’s most accurate timing instruments and achieving an accuracy of 5/10,000ths of a second.

The winners of this year’s elite races were presented with a TAG Heuer Connected Calibre E4 watch in recognition of their determination, passion and excellence – qualities that are upheld and championed by the brand, whose family of world-renowned sports Ambassadors includes hurdler and sprinter Sydney McLaughlin, and big wave surfer Kai Lenny.

“Year on year, I never cease to be impressed by the spirit and accomplishments of all participants in the TCS London Marathon. It is a great pleasure to award the winning athletes our pioneering Connected watch, and to seeing so many runners undertake the challenge. We are delighted to be Official Timekeeper and to keep all runners connected across this iconic race in a city where TAG Heuer has such a strong community,” says Rob Diver, TAG Heuer Managing Director, UK & Ireland.

A passion for human performance in the city United by a common interest in physical and mental achievement and resilience, for the 2023 TCS London Marathon TAG Heuer partnered with urban running collective Run Dem Crew. Established in 2007 by London-based DJ, poet and writer Charlie Dark, Run Dem Crew aims to disrupt the status quo and promote fitness, culture and healthy lifestyles with as many people around the planet as possible. Sharing in these values and with an ethos that every performance matters, this was the first year that TAG Heuer partnered with the collective which, since 2011 has brought a carnival to the roadside at mile 20.

This year, runners once again experienced the ‘cheer zone’, now one of the liveliest points on the course, as they approached the final stretch of the race on TAG Heuer time.

In addition to the lively cheer zone, this year’s runners were also encouraged around the course by TAG Heuer’s out of home live digital campaign, which was present across city. In the morning, sites such as Waterloo Motion, London Bridge and Kings Cross stations displayed motivational messages from Run Dem Crew such as “It’s not how fast you go, it’s how you cross the finishing line”.

Following the event, the banners feature congratulations messages and highlights of the records achieved, as well as imagery from the day.

 

TAG Heuer Connected Calibre E4 Sports Edition

TAG Heuer has pioneered the luxury connected watch segment since 2015, and is committed to expanding the scope of features offered by its celebrated Connected watch. This year the TAG Heuer Connected Calibre E4 Sports Edition was launched featuring elements designed specifically for physical pursuits. The TAG Heuer Connected Calibre E4 enables owners to track their daily activities simply, offers wearers a striking and versatile wristwatch that enhances their individual lifestyles, from daily connected services offered from Wear OS by Google, to immersive sports experiences thanks to the TAG Heuer Sport app. In line with a heritage of and commitment to sport, the brand proudly created this proprietary TAG Heuer Sports application and, over the past years, this has been consistently developed to offer users industry-leading fitness information and sports tracking for running (indoor and outdoor), cycling, swimming, golf and walking performance. With a quick glance at the TAG Heuer Connected, the wearer can monitor daily activity (number of steps), exercise intensity (time spent each week doing moderate to vigorous exercise), the level of effort perceived by the body (real-time and continuous heart rate monitoring), and the quantified impact of the exercise (calories burned). For users focused on running, the TAG Heuer Sports application also tracks speed, pace, distance, heart rate, and splits in real time, and offers detailed performance insights that are more accurate than ever.