TAG Heuer and New Balance Unveil Dual Performance Icons: A Precision in Motion

TAG Heuer and New Balance introduced a simultaneous release: the Connected Calibre E5 timepiece and FuelCell running footwear.

TAG Heuer/New Balance

TAG Heuer and New Balance have collaborated to produce a purpose-oriented pair: the TAG Heuer Connected Calibre E5 40 mm x New Balance Edition timepiece and the FuelCell SuperComp Elite v5 running shoe. This special-edition partnership targets athletes who train purposefully, highlighting a mutual fixation on precision, performance, and transcending limits.

The TAG Heuer Connected Calibre E5 40 mm x New Balance Edition has the fifth-generation Calibre E5 movement and a proprietary in-house operating system for an intuitive and responsive interface. The Grade-2 titanium casing, coated in black DLC and sandblasted, offers lightweight durability, while an innovative 0–100 scale on the dial directly correlates with app-based training metrics. “From the apex design of our FuelCell SuperComp Elite 5 to the avant-garde technology of TAG Heuer’s Connected Calibre E5, we are developing instruments that enhance athletic performance and honor the craft of innovation,” states Chris Davis, Global Brand President & CMO of New Balance.

TAG Heuer/New Balance

The selection of colors and materials further consolidates these performance icons. A rich violet tone, reminiscent of English Purple, alongside vivid green highlights, reflects the co-branded New Balance shoe, while an engraved New Balance emblem on the watch's sapphire caseback solidifies the collaborative connection. TAG Heuer’s exclusive Cushion Comfort System strap integrates a pliable rubber foundation with advanced textile from the shoe’s inlay, providing both comfort and durability. Each watch, priced at 1,950 CHF (about $2,447 USD), has an additional New Balance-embroidered strap for a secure fit during rigorous exercises.

The $270 USD FuelCell SuperComp Elite v5, engineered for competitive racing, boasts an ultralight construction, a carbon-fiber plate, a PEBA midsole for enhanced energy return, and an 8 mm heel-to-toe drop. Engineered mesh uppers and a robust rubber outsole guarantee breathability and traction when time is of the essence. “Our partnership with New Balance appeared to be a seamless alignment,” states George Ciz, CMO of TAG Heuer. “We have integrated advanced watch technology with high-performance running shoes to motivate individuals to exceed their boundaries—whether on the track, road, or in life.” Both products will be delivered in co-branded packaging including bespoke sockliners and will be available in limited numbers globally.