14 October 2025 |
Tag Heuer and New Balance launch a partnership made for performance.
Smart watches, while being extremely useful, are frankly rather clinical, especially for a timepiece lover. It’s with that in mind that Tag Heuer created their Connected series that combines the functionality one would expect like voice call support and wellness tracking with the sleek design that comes from years of experience in Swiss watchmaking. And last week, the brand announced the latest iteration in this series: the TAG Heuer Connected Calibre E5. To accompany the launch, a special collaboration with New Balance as the two developed the special-edition TAG Heuer x New Balance FuelCell SC Elite running shoe.
At first glance, one might wonder, “What could these two brands possibly have in common?” But a closer look reveals shared values, goals, passions — and even ambassadors. It’s a world where sport, technology, and luxury come together effortlessly. With a shared mindset rooted in innovation and performance, the two constantly push the boundaries of what their products can do. The goal of this partnership? To create the best-performing products, infused with an ever-present avant-garde spirit with the result being a connected watch and a high-performance shoe defined by cutting-edge design and technology.
Having a presence in sports is a part of the Tag Heuer ethos as they’re the official timekeeper of motorsports like F1 and Indy500. And this year, they’re also a vital part of track and field events, including the New York City Marathon. It’s no surprise then, that a decade ago, they were quick to dive into the performance wearables market with the launch of their first Connected Watch Now, with the new Connected Calibre E5 (40mm), the watchmaker enters a new era. One of the most exciting updates? The timepiece runs on a custom, in-house designed operating system, which moves it away from being reliant on Google OS. Fully customizable, the face opens up the entire TAG Heuer design universe within a single timepiece. Another standout feature is the new tracking and running app, created by the New Balance team for Tag Heuer, and includes a variety of fully personalized training plans. To accompany, the Connected Calibre E5 also comes with a special-edition New Balance strap, made from the same fabric as the TAG Heuer x New Balance FuelCell SC Elite running shoe.
New Balance, born and bred in Boston, is a brand that makes you want to be part of the club. We had the chance to visit the New Balance research lab, located beneath their impressive indoor track, where all the magic happens. I was surprised (though maybe obvious?) by how scientific the entire process of designing athletic wear is. From shoes to team uniforms, everything undergoes rigorous testing for durability, movement, environmental adaptability, energy return, and other key performance factors.
Following our tour of the lab, we were introduced to the collaboration through a series of workshops and activities held on the New Balance track. We explored the new OS and running app, played mini-golf (yes, the Connected Calibre E5 has a golf course tracking feature), and learned about the design process from both the TAG Heuer and New Balance teams. The day ended with getting our communal heart rates up by running a relay race in our new shoes – thankfully, no injuries!
And speaking of running, the accompanying campaign stars Olympic champion and six-time world record holder Sydney McLaughlin-Levrone. She’s a natural choice as the face of the collaboration as she’s an ambassador for both TAG Heuer and New Balance. Speaking about the partnership, McLaughlin-Levrone describes it as a pursuit of excellence, saying, “Innovation is always possible.”
