Precision in Motion: TAG Heuer x New Balance Debut Dual Performance Icons

Summary

• TAG Heuer and New Balance launched a dual-release: the Connected Calibre E5 watch and FuelCell running shoe
• Both items share a violet/green color scheme and will be released in limited quantities worldwide

TAG Heuer and New Balance have joined forces to create a purpose-driven duo: the TAG Heuer Connected Calibre E5 40 mm x New Balance Edition smartwatch and the FuelCell SuperComp Elite v5 running shoe. Aimed at athletes who train with intention, this special-edition pairing underscores a shared obsession with precision, performance and pushing boundaries.

The TAG Heuer Connected Calibre E5 40 mm x New Balance Edition houses the brand’s fifth-generation Calibre E5 movement and a proprietary in-house OS for an intuitive, responsive interface. Its black DLC–coated Grade-2 titanium case is sandblasted for lightweight durability, while a novel 0–100 scale on the dial syncs directly with app-based training metrics. “From the pinnacle design of our FuelCell SuperComp Elite 5 to the cutting-edge intelligence of TAG Heuer’s Connected Calibre E5, we’re creating instruments that elevate athletes and celebrate the art of innovation,” notes Chris Davis, Global Brand President & CMO of New Balance.

Color and material choices further unite these performance icons. A deep violet hue – inspired by English Purple – and vibrant green accents mirror the co-branded New Balance shoe, while an engraved New Balance logo on the watch’s sapphire caseback cements the precision partnership. TAG Heuer’s patented Cushion Comfort System strap combines a flexible rubber base with high-tech textile from the shoe’s inlay, delivering comfort and durability. Each watch, priced at 1,950 CHF (approx. $2,447 USD) also includes a second, New Balance-embroidered strap for a secure fit during intense workouts.

Built for race day, the $270 USD FuelCell SuperComp Elite v5 features an ultralight design with a carbon-fiber plate, PEBA midsole for explosive energy return and an 8 mm heel-to-toe drop. Engineered mesh uppers and a durable rubber outsole ensure breathability and traction when every second counts. “Our collaboration with New Balance felt like a natural alignment,” adds George Ciz, TAG Heuer’s CMO. “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.” Both items arrive in co-branded packaging with custom sockliners and will be released in limited quantities worldwide.