TAG Heuer partnered with New Balance to release the Connected Calibre E5 40MM x New Balance Edition, announced on October 8th, 2025. This collaboration represents something different for both brands. Instead of creating another sports watch or running shoe, they built a complete training system for serious runners.
The partnership pairs the smartwatch with the FuelCell SuperComp Elite v5 running shoe, uniting Swiss watchmaking precision with athletic footwear engineering. Both products share a distinctive deep violet colorway inspired by “English Purple,” connecting the wrist and foot through a unified design language.
Building on connected heritage
TAG Heuer launched its first Connected watch in 2015, establishing itself as a luxury brand willing to embrace digital technology while maintaining traditional watchmaking principles. The Calibre E5 is the fifth generation of this line and represents a decade of refinement.
This latest generation runs on TAG Heuer OS, a proprietary operating system developed entirely in-house instead of relying on Google’s Wear OS. It is based on the Android Open Source Project, but has been customized to provide a more streamlined experience, according to TAG Heuer. Notably, the watch now carries Made for iPhone certification, reflecting the fact that approximately 70 percent of TAG Heuer Connected users pair their watches with iPhones.
Technical specifications
The 40mm case is crafted from grade 2 titanium with a black DLC coating and sandblasted finish. This construction keeps the weight down while maintaining durability for daily training sessions. The sapphire crystal features purple and green markings and has a green New Balance logo at the 6 o’clock position and a TAG Heuer shield at the 12 o’clock position.
Inside, the watch runs on a Qualcomm Snapdragon 5100+ chipset. The 1.39-inch AMOLED display provides a resolution of 390 x 390 at 326 dpi. The battery lasts up to 1.5 days with full performance, up to 2 days in Low Power Mode, and up to 12 hours during active running sessions. Fast charging provides a full day of use after just 30 minutes of charging.
The sensor array includes heart rate monitoring, blood oxygen saturation monitoring, breathing rate tracking, and heart rate variability measurement. Dual-band GNSS support covers the GPS, GLONASS, BeiDou, QZSS, and Galileo systems to ensure accurate positioning. Sleep tracking functionality will be available later this winter.
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Strap innovation
TAG Heuer collaborated closely with New Balance to develop the strap system. The primary strap features the patented Cushion Comfort System, which combines flexible rubber with the high-tech textile used in New Balance shoe inlays. This is the first time TAG Heuer has used this system.
A second strap is included with every watch: an integrated, co-branded option with an embroidered green New Balance logo. This stretch textile strap is designed to provide security during intense training sessions.
The dial features a newly developed 0-to-100 scale that syncs with app-based training metrics to provide immediate feedback on effort levels. An engraved New Balance logo appears on the caseback.
Running plans and training support
Six exclusive New Balance running plans are preloaded on the watch at launch. These programs range from the First 10K Challenge to Half Marathon Strength and Marathon Mastery, and cover different experience levels and goals.
Setup begins in the TAG Heuer Connected app, where runners select their plan and receive a week-by-week roadmap. Once a plan is chosen, it syncs to the watch, allowing training sessions without carrying a phone.
Guided sessions with step-by-step displays optimized for outdoor readability appear on the wrist. The Chasing Diamonds screen provides visual cues to help maintain proper pace zones. Countdown screens provide guidance on intervals and remaining distance. Color-coded pace feedback and real-time instructions help maintain focus throughout workouts.
After each run, data automatically uploads to the app for detailed progress tracking. This system promotes accountability and illustrates improvement patterns over time.
Leadership perspectives
TAG Heuer CEO Antoine Pin explained the purpose of the collaboration. “Our goal was to create a watch and shoe set for people who want to surpass themselves. Working with New Balance challenged us to rethink what runners expect from their gear. Every choice, from the materials to the training plans to the design, was made to support those who treat running as a craft. We are very proud to provide a reliable tool for those who are ready to put in the work.“
Sydney McLaughlin-Levrone, an ambassador for both brands, shared her thoughts on the collaboration. The two-time Olympic champion and world record holder in the 400-meter hurdles has dominated her event, setting a current record of 50.37 seconds at the 2024 Paris Olympics. She also holds the American record for the flat 400 meters.
“TAG Heuer is all about being designed to win. That is what drew me to this collaboration. Being the face of this new campaign with New Balance is exciting because I love how this watch and shoe complement each other in training. They are built for athletes who want to stay accountable, trust their plan, and push themselves to be better every day.“
The running shoe component
The New Balance FuelCell SuperComp Elite v5 was designed specifically for race-day performance. Its ultra-lightweight construction features a carbon fiber plate and a PEBA midsole that provides responsive energy return.
The shoe offers soft cushioning, neutral support, and an 8mm heel-to-toe drop. The engineered mesh upper includes a custom tongue logo and co-branded sock liner. FuelCell midsole technology provides explosive energy return, and the durable rubber outsole offers traction.
Both the watch and the shoes come in co-branded packaging. The shoes include TAG Heuer-branded details, such as a custom sockliner that reinforces the visual connection between the two products. The retail price for the shoes is set at $270.
Watch face customization
Three custom watch faces were developed specifically for this edition. They have all been recolored in purple and gray tones to match the collaboration’s aesthetic.
The Casual face offers minimal elegance for everyday wear. The Balance face provides a data-rich dashboard designed for runners who want comprehensive metrics at a glance. The Reskin face updates the classic Connected look with the collaboration’s signature colors.
Whether on the track or during daily activities, these faces maintain TAG Heuer’s refined watchmaking lines and technical sophistication.
Availability and pricing
The TAG Heuer Connected Calibre E5 40MM x New Balance Edition will be released in limited quantities worldwide in October 2025. The watch and shoes will be sold separately. The estimated retail price for the watch is 1,950 Swiss francs, which is roughly equivalent to $1,800.
The watch is water resistant up to 50 meters. The black DLC steel crown and the push-buttons at the 2 and 4 o’clock positions feature purple lacquer accents. The pin buckle is made of black DLC steel and features the TAG Heuer shield.
