Running News Daily

IN TRACK AND FIELD, tenths (and even hundredths) of a second can make or break a race. Performance depends on extremely precise measurements and time rules all. So it makes sense that luxury watch brands would look to those athletes as natural billboards, placing their timepieces on the wrists of some of the sport's top performers.

When Noah Lyles, the fastest man in the world, settled into the blocks for the 200-meter finals at the U.S. Olympic Trials in June, 4.5 million viewers tuning in via NBC and Peacock could see the glint of the sun off what appeared to be a $50,000 Omega watch.

Wearing this type of timepiece during a 19.53-second sprint is clearly a flex, since “there’s no performance reason for [these athletes] to wear luxury watches,” explains Aaron Rapf, the founder and CEO of Advantage Sports Marketing Group, a sports agency that connects brands with athletes.

Runners are no stranger to pricy performance watches (a high-end Garmin can cost upwards of $900), and luxury watch companies are increasingly aligned with elite runners to “connect their company values to the sports landscape—which is one of the last bastions of true culture,” he adds. “If you want to be in a moment where you attract millions of people’s eyeballs at one time, it’s sports.”

These race day cameos are part of a more subtle approach to marketing, says Pierre-Loïc Assayag, CEO and co-founder of Traackr, an influencer marketing software company. “In the past, luxury brands were more focused on the product and the luxury associated with that product,” he says. “Now, these companies are taking the top athletes and putting them in front of their target audience, or one close to it, to demonstrate by proximity that ‘we are the precision brand’ or ‘we are the endurance brand.”

The kind of maneuvering uses a third party—one that’s fast, flashy, and accomplishing amazing feats—to craft an image the brand wants audiences to respond to. And by choosing athletes as brand champions, companies deftly align themselves with the hallmarks of high performance: precision, prestige, innovation, exclusivity, heritage, and craftsmanship.

In the past, those buzzwords were more likely to call to mind country club-esque activities (think: tennis or horseback riding) or auto racing, where the traditional consumer has been very upper class, living a high-cost lifestyle. But as culture skews more towards sport, health, and wellness, leaning into the popularity of running opens companies up to a new class of consumers, says Jessica Quillan, a luxury fashion brand and content strategist. “Track and field seems more accessible, because even though these athletes are performing at a super elevated level, anyone can go out and run,” she explains.

By association, watches become a more accessible form of wearable luxury. You may not wear one to train or on race day like the elite, sponsored atheltes, but a sporty aesthetic can translate into your everyday life; post-run, you can still swap your COROS smartwatch for a sleek, sporty timepiece from a brand like Omega (which happens to sponsor the Diamond League, an annual series of pro track and field competitions). And though you may not be ready to buy a five-figure watch now, these companies are playing the long game; by connecting themselves with major players in sport, they’re hoping to build brand recognition and loyalty among potential future customers.

The Watch Brands Olympic Runners Are Wearing

For those looking to upgrade their Garmin—now or as a future reward for finally achieving that personal best—these are a few of the luxury watches your favorite track and field stars have been sporting.

Two-time Olympic gold medalist Sydney McLaughlin-Levrone, who will represent Team USA in Paris again after breaking her own World Record in the 400-meter hurdles in June, has been sponsored by Tag Heuer since 2021.

Tag Heuer is often considered the Cadillac of luxury watches, and McLaughlin-Levrone’s preferred watch, the Connected Calibre E4, is closest to the average runner’s GPS smartwatch: It operates on Wear OS by Google; has a 1.28-inch AMOLED display with crisp resolution; houses a heart rate sensor, barometer, and compass; and holds a 24-hour charge, including a one-hour sports session. The basic model, which includes a rubber strap, starts at $1,250.

Olympic bronze medalist Josh Kerr is a double World Champion—in the 1,500-meter and 3,000-meter—which made him a natural representative for Swiss watch brand Longines, the official partner and timekeeper of the 2022 Commonwealth Games in Birmingham. Kerr, who is not currently working with Longines, recently ran a 3:45.34 in the Bowerman Mile, a historic and prestigious race held annually at the Prefontaine Classic in Eugene, OR, to set a new world-leading time in the event and a new British record. Back in 2022, Kerr wore the-limited edition HydroConquest XXII Commonwealth Games, a sporty steel dive watch with an automatic caliber, or engine, one-directional ceramic bezel, luminescent indices and hands, and an anti-reflective coating for crystal clear readability in any situation.

In addition to their Paris 2024 partnership, Omega is the official sponsor of the Diamond League (an annual series of elite track and field competitions) and counts Noah Lyles—one of the biggest personalities in track and field—as an ambassador. Lyles, who earned a bronze medal in the 200-meter race at the 2020 Tokyo Games and has his sights on breaking Usain Bolt’s records in the 100- and 200-meter races, wears Omega’s iconic Speedmaster Moonphase.

This style was introduced in the 1980s, but the latest model—an oversized, steel-on-steel timepiece—was the first to earn a Master Chronometer certification thanks to a self-winding engine designed to withstand temperature fluctuations, water immersion, and electromagnetic frequencies. The timepiece can also hold up to the shock that comes with covering 100 meters in less than 10 seconds (when it's on Lyles's wrist, at least).

Sprinter Dina Asher-Smith is the fastest British woman on record, with two Olympic bronze medals from the 4 x 100-meter relay to her name. She’s also no stranger to luxury partnerships, having previously modeled for Louis Vuitton, Valentino, and Off-White, and has been working with Hublot since 2018. Asher-Smith has promoted a variation on Hublot’s flagship model, the Big Bang One Click, which starts at $14,200.

Its smaller face was designed for slimmer wrists, and uses the brand’s patented “One Click” fastening system so wearers can swap out the straps for other colors or materials. The sporty, semi-skeletonized hands balance out flashiness of the diamonds on the bezel, and a self-winding caliber packs plenty of power into the compact timepiece.

Ahead of what she says will be her final Olympic Games, Jamaican sprinter Shelly-Ann Fraser-Pryce—the most decorated athlete in 100-meter history—announced a partnership with Richard Mille. Fraser-Pryce wears the RM 07-04 Automatic Sport, the first women’s sports watch from the McLaren of watch brands, which retails at $185,000 (it’s the same watch Nafi Thiam, a double Olympic champion from Belgium, wore while setting a new pentathlon world record in 2023). The skeletonized aesthetic is housed in a compact case with rigid finishings for shock-resistance, and the button on the side allows the wearer to switch between winding, neutral, and time setting modes for the crown. While it would be nearly impossible to read during a race, at 36 grams it’s lighter than most standard running watches.

Melissa Jefferson-Wooden delivered a sensational performance in Budapest, storming to victory in the women’s 100m at the inaugural World Athletics Ultimate Championship in a breathtaking 10.62 seconds.

The American produced a superb display of acceleration and composure to claim the World Ultimate Championship title while recording the fastest women’s 100m time in the world this year. Her 10.62 mark underlined her exceptional form and placed her firmly at the top of the global sprinting hierarchy.

Jefferson-Wooden controlled the race through the decisive stages and maintained her form all the way to the finish to secure a statement victory against a field packed with championship pedigree. She crossed the line ahead of Olympic champion Julien Alfred, who clocked 10.74 seconds with a -0.2 m/s wind, while Sha’Carri Richardson took third in 10.76.

Women’s 100m Final

1. Melissa Jefferson-Wooden — 10.62

2. Julien Alfred — 10.74 (-0.2 m/s)

3. Sha’Carri Richardson — 10.76

The victory was especially significant given the quality of the opposition. Jefferson-Wooden held her nerve against Alfred and Richardson, two of the most accomplished sprinters of the current generation, to produce the fastest performance in the world this year when it mattered most.

Alfred once again demonstrated her consistency at the highest level by taking silver, while Richardson completed an all-star podium in a race that brought together three of the biggest names in women’s sprinting.

But beyond the time, the title and the celebration, one of the most touching moments came after the race when Jefferson-Wooden embraced her father, Melvin, in an emotional celebration.

Their moment carried a deeply personal meaning. When Melissa was just 17 years old, she donated her stem cells to help her father undergo a bone marrow transplant after he was diagnosed with myelodysplastic syndrome. Years later, the two shared an unforgettable embrace in Budapest after she had become the World Ultimate Champion.

For Jefferson-Wooden, however, the evening was about far more than a medal. It was the culmination of an extraordinary journey, now highlighted by a world-leading 10.62 seconds on one of the biggest stages in athletics.

With the Ultimate Championship title secured and her father by her side, Jefferson-Wooden leaves Budapest with more than being an ultimate champion. She leaves with momentum, confidence and a powerful statement of intent — turning a high-profile showdown into one of the defining sprint performances of her season.

Audrey Werro has added another major title to her extraordinary season, storming to victory in the women’s 800m at the inaugural World Athletics Ultimate Championships in Budapest.

The Swiss star delivered a commanding performance, taking control from the opening gun and refusing to surrender the lead as she powered through an absorbing battle against two of the biggest names in the event.

Werro stopped the clock at 1:55.88 to become the Ultimate Championships 800m champion, producing another statement performance on one of the sport’s newest and most prestigious stages.

Behind her, Great Britain’s Keely Hodgkinson fought her way to second in 1:56.26, while the Netherlands’ Femke Broeders-Bol completed the podium in 1:56.74.

The result once again brought together the same formidable trio that featured on the podium at the European Championships, but Werro again proved to be the athlete who could rise above the challenge when it mattered most.

Her Budapest triumph is the latest chapter in a season that has already included records, a successful Diamond League Trophy defence and European Championship gold. Now, she can add the Ultimate Championships crown to a growing list of accomplishments.

Werro’s consistency has been particularly impressive in an 800m event packed with elite talent. Rather than simply relying on a fast finish, the Swiss athlete showed her authority by taking the initiative from the beginning and maintaining enough strength and composure to hold off Hodgkinson and Broeders-Bol all the way to the line.

The victory also underlined the remarkable depth of the women’s 800m, with three athletes separated by less than a second at the finish. Hodgkinson’s 1:56.26 and Broeders-Bol’s 1:56.74 showed just how fiercely contested the race was, but Werro’s decision to dictate the pace ultimately gave her the decisive advantage.

For Werro, this was more than another medal. It was another opportunity to demonstrate that her rise is no passing moment. On a stage featuring established champions and elite rivals, she once again produced the performance required to claim the biggest prize.

For Hodgkinson, the silver medal adds another major podium finish, while Broeders-Bol once again demonstrated her ability to compete with the very best over two laps.

But the spotlight in Budapest belonged unmistakably to Werro.

With another championship crown secured, the Swiss star has strengthened her claim as the athlete setting the standard in women’s 800m running. This is Audrey Werro’s era — and the rest of the field is chasing.

Busang Collen Kebinatshipi has delivered another sensational performance, storming to victory in the men’s 400m at the inaugural World Athletics Ultimate Championship in Budapest.

The reigning world champion stopped the clock at an astonishing 43.39 seconds, smashing his own Botswana national record and moving to fifth on the world all-time list.

Kebinatshipi produced a commanding finish to pull away from his rivals and secure the Ultimate Championship title. American star Rai Benjamin finished second in 44.15, while Jereem Richards of Trinidad and Tobago completed the podium in 44.23.

 Men’s 400m

1. Busang Collen Kebinatshipi — 43.39 NR

2. Rai Benjamin — 44.15

3. Jereem Richards — 44.23

The performance is even more remarkable considering that Kebinatshipi had already rewritten the Botswana record just one week ago in Brussels, where he ran 43.40. In Budapest, he lowered that mark by another 0.01 seconds to establish a new national record of 43.39.

That improvement has also propelled the 22-year-old into rare territory. His latest time now ranks him fifth fastest in history over 400m, placing him among an extraordinary group of athletes who have broken the 43.40 barrier.

Kebinatshipi's victory also caps an extraordinary season for the Botswana star. After establishing himself as a global champion, he has continued to demonstrate that he belongs among the very best one-lap runners in the world.

And there is a major reward for his historic night in Budapest: Kebinatshipi walks away as the Ultimate Champion and $150,000 richer.

From another national record to a place among the five fastest 400m runners ever, Kebinatshipi has turned an already remarkable season into something truly special.

Botswana has its latest sprinting superstar — and Kebinatshipi is showing that his ceiling may be even higher than anyone imagined. 

Marileidy Paulino once again proved why she is the undisputed queen of the one-lap event, powering to victory in the women’s 400m at the inaugural World Athletics Ultimate Championship in Budapest.

The Dominican Republic superstar produced a sensational 49.07 seconds to claim gold, pulling decisively away in the final straight and holding off a fiercely competitive field to extend her remarkable unbeaten run.

Paulino delivered her trademark combination of controlled speed and devastating finishing strength. She remained firmly in contention through the opening stages before unleashing her decisive move down the home straight, where she quickly opened a gap on her closest challengers.

Norway’s Henriette Jæger mounted a strong challenge but could not match Paulino’s finishing speed, crossing the line second in an impressive 49.28. Jamaica’s Nickisha Pryce completed the podium after clocking 49.56, ensuring that three of the world’s leading 400m talents occupied the medals.

The result once again underlined Paulino’s extraordinary consistency at the highest level. She entered Budapest as the world leader after running 48.48 in Paris in June, a performance that also set a Diamond League record. She subsequently remained unbeaten throughout her Diamond League campaign, closing the circuit with a meeting-record 48.64 in Brussels.

Budapest has also become a special venue in Paulino’s career. Three years ago, at the same National Athletics Centre, she captured her first individual world title, marking the beginning of another dominant chapter in her career. She later added Olympic gold in Paris in 2024, further establishing herself among the defining 400m athletes of her generation.

The inaugural World Athletics Ultimate Championship has brought together the sport’s biggest stars in a new winner-takes-the-spotlight format, with Olympic and world champions, Diamond League winners and leading performers competing for ultimate honours.

For Paulino, the occasion once again ended with Ultimate Crown on her arms.

With 49.07 seconds, she did more than win another major 400m title. She delivered another statement of authority, powering through the final straight with the confidence and speed that have made her one of the most dominant figures in modern women’s athletics.

Marileidy Paulino remains unbeaten, remains relentless and, once again, remains the queen of the one lap.

Jakob Ingebrigtsen has made a major decision regarding the remainder of his World Athletics Ultimate Championship campaign, confirming that he will withdraw from the men’s 1500m in Budapest despite producing a sensational performance to win the 5,000m title.

The Norwegian superstar stormed to victory in the inaugural Ultimate Championship 5,000m on Friday night, clocking a season-best 12:59.24 and delivering a devastating finishing kick to defeat Olympic 5,000m champion Cole Hocker and American Parker Wolfe.

Ingebrigtsen’s final 100 metres was arguably the defining moment of the race. The Olympic champion produced a remarkable 12.60-second closing 100m, powering away from the field to secure the $150,000 winner’s prize and underline just how far his fitness has progressed since returning from Achilles surgery.

The victory was particularly significant after what has been an extremely difficult period for the 25-year-old. Earlier in the season, Ingebrigtsen faced serious uncertainty over whether he would even be able to compete at the highest level again. His return has gradually gathered momentum, and his performance in Budapest offered perhaps the clearest indication yet that the Norwegian is rediscovering his formidable racing ability.

But rather than risk pushing his recovering body further, Ingebrigtsen has now opted to step away from the 1500m.

The decision means the highly anticipated showdown with British rival Josh Kerr will not take place in Budapest after all. The two stars had been expected to renew one of the biggest rivalries in modern middle-distance running in the 1500m final.

Instead, Ingebrigtsen is looking beyond the immediate opportunity and towards the bigger picture.

“I’m thinking about 2027… Fitness cannot be faked,” the Norwegian said, signalling that protecting his long-term condition has become more important than chasing another major victory only days after his return to peak-level competition.

The decision comes just one week after an emotionally charged Diamond League Final in Brussels, where Ingebrigtsen finished fourth in the 1500m behind Australia’s Cameron Myers, Kenya’s Phanuel Kipkosgei Koech and American Ethan Strand.

After that race, Ingebrigtsen delivered a fiery assessment of his rivals and questioned the tactics surrounding the pacemaking, particularly involving Hocker. He later acknowledged that there had been “a little too much adrenaline and emotion” when microphones were placed in front of him immediately after the race.

Yet his latest decision shows that beneath the emotion and competitive intensity lies a longer-term strategy.

Ingebrigtsen has already demonstrated that he can compete at an elite level again. His 12:59.24 in Budapest was not simply a victory — it was a statement that the Norwegian remains capable of producing a world-class finish even after months of injury rehabilitation.

Now, however, he is choosing not to gamble with that progress.

For a runner who has spent much of the year fighting his way back from injury, another 1500m race could have offered enormous rewards but also carried unnecessary risk. By withdrawing, Ingebrigtsen is effectively prioritising longevity over one more opportunity for immediate glory.

His message is clear: the comeback is underway, but it will not be rushed.

The 5,000m victory has given Ingebrigtsen confidence, momentum and perhaps, most importantly, proof that his body can once again handle elite competition.

Now comes the harder part — knowing when to stop.

With 2027 already firmly in his sights, the Norwegian has chosen recovery over risk. And after everything he has endured, that could ultimately prove to be one of the most important decisions of his comeback.

Jakob Ingebrigtsen is not walking away from the sport. He is protecting his future in it.