This season, TAG Heuer and New Balance join forces to create a statement that transcends both sport and style. The collaboration pays tribute to those who pursue excellence with intention. These are the early risers who train before dawn, the thinkers who see precision as poetry, and the doers who understand that true performance is as much about discipline as it is about drive.

Together, these two powerhouses unveil a pairing that embodies legacy and movement: the TAG Heuer Connected Calibre E5 40 mm x New Balance Edition smartwatch and the FuelCell SuperComp Elite v5 running shoe. Each piece is a testament to meticulous engineering, designed for individuals who view the world as a series of challenges to be conquered and mastered.

TAG Heuer x New Balance: A Collaboration Built on Precision and Performance

TAG Heuer’s heritage is rooted in precision timing, while New Balance has long set the standard for intelligent performance footwear. The TAG Heuer Connected Calibre E5 40 mm x New Balance Edition seamlessly merges the best of both worlds. It pairs a fifth-generation Calibre E5 movement with proprietary software for an intuitive, responsive experience.

Encased in black DLC-coated Grade-2 titanium, the smartwatch is as resilient as it is refined. Its sandblasted finish delivers a modern, matte aesthetic, while the 0–100 scale on the dial syncs with real-time training metrics, providing high-precision data for athletes. In this way, it functions as both a timepiece and a dedicated training partner.

As Chris Davis, New Balance’s Global Brand President and CMO, explains: “From the pinnacle design of our FuelCell SuperComp Elite v5 to the intelligence of TAG Heuer’s Connected Calibre E5, we’re creating instruments that elevate athletes and celebrate the art of innovation.”

Design That Moves With Purpose

Color and material choices further bridge the worlds of watchmaking and sport. The smartwatch showcases a deep violet hue inspired by English Purple, accented with bold green details—perfectly echoing the co-branded New Balance shoe. On the sapphire caseback, an engraved New Balance logo commemorates the partnership, highlighting the union of precision and performance. Meanwhile, TAG Heuer’s patented Cushion Comfort System strap combines flexible rubber with high-tech textile sourced from the shoe’s inlay, delivering both comfort and durability.

Each watch retails for 1,950 CHF (approximately $2,447 USD) and comes with a second strap embroidered with the New Balance insignia. This additional strap ensures a secure fit during high-intensity training, reinforcing the collaboration’s commitment to marrying functionality with refined design.

FuelCell SuperComp Elite v5: Speed Meets Science

The FuelCell SuperComp Elite v5 running shoe is a triumph of motion engineering. Built for race day, it is lightweight, responsive, and designed to deliver peak performance. A carbon-fiber plate and PEBA midsole work in tandem to provide explosive energy return, while the 8 mm heel-to-toe drop ensures the balance needed for sustained speed. Engineered mesh uppers enhance breathability, and the durable rubber outsole offers traction exactly where it matters most.

“Our collaboration with New Balance felt like a natural alignment,” explains George Ciz, TAG Heuer’s Chief Marketing Officer. “We’ve combined watch technology and running performance to inspire people to push their limits—on the track, the road, or in life.”

Each pair arrives in co-branded packaging with custom sockliners, delivering a collector-worthy unboxing experience. Priced at $270 USD, the FuelCell SuperComp Elite v5 perfectly embodies the intersection of high design and high performance.

Innovation Meets Legacy

The brilliance of the TAG Heuer x New Balance collaboration lies in its seamless fusion of tradition and transformation. For TAG Heuer, it extends the brand’s enduring legacy from racetracks to running tracks. For New Balance, it represents a deeper dive into the world of precision instrumentation—a domain where milliseconds matter.

As TAG Heuer’s CMO, George Ciz, explains: “We’ve combined cutting-edge watch technology with the highest-performing running shoes to inspire people to push their limits on the track, the road, or in life.”

This partnership embodies a mindset: one for those who value timing, motion, and mastery. It’s designed for anyone who understands that style and performance are not mutually exclusive—but must coexist in perfect harmony.

Featured image: TAG Heuer/New Balance

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