TAG HEUER AND NEW BALANCE REDEFINE HOW TO OUTRUN LIMITS
TAG Heuer and New Balance join forces to create the TAG Heuer Connected Calibre E5 40MM x New Balance Edition and the TAG Heuer x New Balance FuelCell SC Elite v5 running shoe, designed for those who train with intent and purpose.
Boston, United States of America – October 8, 2025: Swiss luxury watchmaker, TAG Heuer, announces a bold collaborative concept, undertaken with athletic innovator, New Balance: the TAG Heuer Connected Calibre E5 40MM x New Balance Edition and FuelCell SuperComp Elite v5 running shoe. This collaboration brings together TAG Heuer and New Balance’s shared vision to performance, technology and precision, fusing watchmaking expertise with a deep understanding of running movement.
Designed For Motion
Since 2015, TAG Heuer has pushed the boundaries of what a connected watch can be, proving that technology and traditional Swiss watchmaking can coexist in a single, uncompromising design. The TAG Heuer Connected collection did not aim to mimic consumer tech as much as it set out to create a precision instrument worthy of TAG Heuer’s avant-garde legacy, made for those who live with focus and demand performance in every aspect of their lives. Each generation has drawn on the brand’s deep- rooted expertise in watchmaking, where every detail, digital or mechanical, is treated with the same respect for precision.
Now, with the introduction of the fifth generation of the Connected Watch, TAG Heuer elevates its vision of connected craftsmanship to new level of technical refinement. The Calibre E5 is powered by the TAG Heuer OS, a proprietary user experience and interface, developed entirely in-house, offering a streamlined and highly responsive interface that feels as effortless as it is precise. Navigation is more intuitive, visuals are cleaner, and performance has been significantly optimized to deliver a truly seamless digital experience.
This new generation also introduces better, faster connectivity. Pairing with devices is now nearly instantaneous, while full compatibility with iOS ensures integration across digital ecosystems without compromise. At the same time, the watch’s enhanced wellness capabilities offer deeper insight into physical performance and recovery, with heart rate monitoring, real-time activity tracking, and an evolving suite of tools designed to support overall wellbeing. Dual-band GPS provides accuracy even in the most demanding environments, while the extended battery life ensures that performance never comes at the cost of endurance.
With the Calibre E5, TAG Heuer offers a connected experience that blends purpose with emotion, merging technical innovation with the brand’s savoir-faire that defines its legacy. It is made for those who want to move better, stay consistent, and find their rhythm through running.
Two Brands. One Mindset.
Joining forces with the legendary athletic brand, New Balance, TAG Heuer brings the TAG Heuer Connected Calibre E5 and New Balance FuelCell SuperComp Elite v5 to those who embrace running as a way of life. This edition was developed for those who analyze every split, plan their kilometers with purpose, and view training as a daily commitment to improvement. TAG Heuer approaches time the same way - as something to study, measure precisely, and master through focus and discipline.
For New Balance, running is no different. For more than a century, it has equipped runners of all levels who plan meticulously, push themselves to the limits, and refuse to settle. The collaboration grew from this shared respect for craftsmanship, sport, and performance with an understanding that real success comes from fearlessly paving your own path.
“Our goal was to create a watch paired with a shoe that truly serve 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 people who treat running as a craft. We are very proud to be able to provide a tool that can be trusted when it is time to put in real work.” Said Antoine Pin, CEO of TAG Heuer.
“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 actually love what this watch and shoe together bring to training. They are built for athletes who want to stay accountable, trust their plan, and keep pushing for better every single day.” Said Sydney McLaughlin-Levrone, a two-time Olympic champion, world record-holder hurdler athlete and ambassador for both TAG Heuer and New Balance.
Swiss Craft Meets Running Spirit
The TAG Heuer Connected Calibre E5 40MM x New Balance Edition blends Swiss precision with the culture of running in a way that feels both modern and accessible. The 40mm case is crafted from a black DLC-coated Grade-2 titanium. Lightweight yet robust, it is built to withstand daily training while remaining comfortable on the wrist. The sandblasted finish gives it a modern, athletic look that resists scratches and glare, ready for any environment. The dial features a newly developed 0 to 100 scale that syncs with app-based training metrics, giving runners clear, immediate feedback on their effort. An engraved New Balance logo on the caseback completes the design with a subtle nod to both brands’ shared focus on precision and athletic excellence.
The collaboration also extends in the development of the strap design. TAG Heuer’s engineers worked closely with specialists to introduce the patented Cushion Comfort System for the strap, introduced for the first time at TAG Heuer. It combines a flexible rubber base with high-tech textile from the shoe’s inlay, delivering comfort, durability, and a distinctly modern look. Every watch also comes with a second strap, an integrated co-branded option featuring an embroidered New Balance logo. This strap is built for security and adjustability during the most demanding sessions.
Color selection received the same meticulous attention to detail. The deep violet hue takes inspiration from English Purple and matches the collaborative New Balance FuelCell SuperComp Elite v5 shoes created for this launch. Crafted for race day, the shoe is built for those pushing the boundaries and striving toward their fastest time. The ultra-lightweight design is equipped with a carbon fiber plate and an ultra-responsive PEBA midsole, supporting runners most when every second counts.
The New Balance FuelCell SuperComp Elite v5 offers a soft cushion and neutral support with an 8mm heel/toe drop. The shoe features a mesh upper, and tongue engineered for comfort, FuelCell midsole technology for explosive energy return, and a durable rubber outsole that provides superior traction.
Each set comes in co-branded packaging, featuring custom details like a TAG Heuer- branded sockliner, completing a design that connects wrist to foot through a unified visual language. This special edition will be released in a run in limited quantities worldwide, watch and shoes sold separately.
Supporting the Journey
Bringing even greater purpose to this collaboration, TAG Heuer and New Balance worked closely to deliver a training experience tailored to dedicated runners.
At launch, the watch will offer six exclusive New Balance running plans tailored to a wide range of goals, from building running foundations to conquering marathon mastery. Options include First 10K Challenge, 5K to Half Marathon, Half Marathon Strength, and more, ensuring there’s a program for every ambition.
Setup begins on the TAG Heuer Connected app, where runners select their plan and receive a clear week-by-week roadmap. Once the plan is chosen, everything syncs to the watch, allowing athletes to train without needing to carry their phone.
On the wrist, the experience is designed for clarity and motivation. Guided sessions appear with step- by-step interstitial displays and improved readability for outdoor use. Screens like Chasing Diamonds help runners maintain the ideal pace zone through visual cues, while the countdown screen offers simple guidance on intervals and distance remaining. Warm-up timers, color- coded pace feedback, and real-time instructions keep users focused throughout each session. After every run, workouts upload automatically to the app for detailed week-by-week progress tracking, helping runners stay accountable and see their improvement over time.
A Look For Every Moment
Beyond training, the watch offers visual customization with special watch faces developed for this edition. The entire collection has been recolored in purple and grey tones that echo the collaboration’s aesthetic. Three
standout faces provide options for every need: Casual offers minimal elegance, Balance delivers a data-rich runner’s dashboard and Reskin updates the classic look with the collaboration’s colors.
Even off the track, the TAG Heuer Connected Calibre E5 40MM x New Balance Edition remains a TAG Heuer timepiece with refined lines and technical sophistication that fit any moment of the day.
A Call to Move With Intention
The TAG Heuer Connected Calibre E5 40MM x New Balance Edition and the New Balance FuelCell SuperComp Elite v5 pairing is a call to runners who want to start, enjoy the moment, push further, train smarter, and do it all with style, from start to finish. TAG Heuer and New Balance invite runners of all levels to take ownership of their goals, test their limits, and rely on a partner that measures every step with precision and purpose.
Because in the end, it is simple. Lace up. Strap in. Run your plan. TAG Heuer Connected Calibre E5 40MM x New Balance Edition and TAG Heuer x New Balance FuelCell SC Elite v5 are built to keep up.
TAG Heuer Connected Calibre E5 New Balance
SBT8082.EB0394 Calibre E5
Hardware
Battery life: 1.5 days with full performance / 2 days in “Low Power Mode” / 12h in sport mode (Running)
Charging time: 100% in 90 min at temperatures between 15° and 45°C Fast charging: 1 day of battery life in only 30 minutes
Sensors: heart rate monitoring, calories, steps counter, compass, accelerometer, gyroscope, barometer, blood oxygen saturation, breathing rate, sleep tracking***, heart rate variability, GNSS dual band (see details below)
Chipset: Qualcomm Snapdragon 5100+
Connectivity: BT 5.3, Wi-Fi, MFi*
GNSS: Dual Band (L1 + L5), GPS, GLONASS, BeiDou, QZSS, Galileo Display: AMOLED tactile display 1.39”, 454x454 (326 dpi)
User Interfaces: 2 mechanical buttons, 1 mechanical crown, microphone, speaker, haptics
Operating System TAG Heuer OS**
Watch Experience (Custom built TAG Heuer apps) TAG Heuer Watch Faces & Complications
TAG Heuer Sports Watch App: Running, Cycling, Swimming, Workout, Hiking, Golf and TAG Heuer Wellness
Call Management (with paired compatible smartphone), Voice assistant Controller, Media controller, Notifications
Other TAG Heuer branded utility apps: Stopwatch, Timer, Alarm, Calendar
Case
40mm diameter
Black DLC grade-2 sandblasted titanium case
Domed sapphire glass with purple and green markings
Green New Balance logo at 6 o’clock and TAG Heuer logo at 12 o’clock Black DLC steel crown
Black mat DLC steel shaped push-button at 2 o’clock with purple lacquer Black mat DLC steel shaped push-button at 4 o’clock with purple lacquer Black DLC grade-2 titanium caseback
Water resistance: 50 meters
Bracelet
Bi-material rubber strap with green embroidered New Balance logo, textile inlay from New Balance shoes, and a new comfort cushion system
Additional stretch textile strap
Black DLC steel pin buckle; TAG Heuer shield
Availability October 2025
Estimated SRP 1’950 CHF
* Made for iPhone. iPhone is a trademark of Apple Inc.,registered in the US and other countries and regions. The trademark “iPhone” is used in Japan with a license form Aiphone K.K.
** TAG Heuer OS is based on Android Open Source Project. Android is a trademark of Google LLC.
*** Sleep tracking function will be coming later in the winter season.
New Balance FuelCell SuperComp Elite v5
Upper: Engineered mesh, custom tongue logo, co-branded sockliner and lateral heel Midsole: FuelCell
Outsole: Rubber
Suggested Retail Price: $270 USD
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 10,000 associates around the globe, and in 2024 reported worldwide sales of $7.8 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit www.newbalance.com; for the latest press information visit:
http://newbalance.newsmarket.com
About TAG Heuer
TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessy Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland, and with four production sites, TAG Heuer has 1,900 employees and is active in 139 countries. TAG Heuer products are available online at www.tagheuer.com for select countries and in 260 boutiques and 2,300 points of sale worldwide. The company is led by Antoine Pin, CEO of TAG Heuer.
For 165 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, and the first luxury smartwatch in 2015. Today, the brand’s core collection consists of two iconic families designed by Jack Heuer – TAG Heuer Carrera, and Monaco – and is rounded out with the contemporary TAG Heuer Aquaracer, Formula 1, Link, and Connected lines.
Embodying TAG Heuer’s new philosophy, Designed to Win, the brand continues to build on its legacy of bold innovation, resilience, and high performance. Its prominent partnerships and brand ambassadors reflect TAG Heuer’s drive to push boundaries and perform in the moments that matter most.
www.tagheuer.com @TAGHeuer
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For further information, please contact:
Tiziana Tedeschi
International PR Director TAG Heuer +33 (0)6 76 58 37 08 tiziana.tedeschi@tagheuer.com
Fabiola Bobbio
International PR Manager TAG Heuer +41 (0)79 204 88 77 fabiola.bobbio@tagheuer.com
Claire Burtet
International PR Project Manager TAG Heuer +41 (0)79 504 84 64 claire.burtet@tagheuer.com