TAG Heuer and New Balance have revealed a headline collaboration for 2025—an AI-empowered luxury smartwatch that merges the storied horology of TAG Heuer with New Balance’s cutting-edge running technology. The special-edition partnership introduces the TAG Heuer Connected Calibre E5 40mm x New Balance Edition, an advanced wearable device designed for ambitious runners and performance-minded consumers.
“Built to Outrun Limits”—A Shared Philosophy
The collaboration represents a new approach to cross-category design. For TAG Heuer, time has always been a measure of ambition. For New Balance, running is a craft honed through focus and repetition. Together, they speak the same language: precision. The Calibre E5 smartwatch and the co-branded FuelCell SC Elite running shoe are engineered for athletes who view every stride as progress. It is not just about racing the clock, but mastering it.
Hardware Excellence Meets Smart AI
The Connected Calibre E5 40mm x New Balance Edition showcases a black DLC-coated Grade 2 titanium case—a bold yet ultra-light classic—matched with a strap inspired by New Balance’s Energy Arc sole technology. Deep violet, midnight blue, and neon green hues echo the limited edition TAG Heuer x New Balance FuelCell SC Elite shoe, uniting wrist and foot through a singular design language. Every detail is intentional, where endurance engineering meets a refined aesthetic built to inspire.
Inside, the Calibre E5 is powered by a Snapdragon 5100+ chip, sports a full-color AMOLED display, and a custom operating system (“TAG Heuer OS”) that’s flawlessly compatible with both Android and Apple devices via MFi certification. The timepiece features dual-band GPS, a one-day-plus battery, and fast, 90-minute charging.
AI-Driven Fitness and Gamified Training
What truly sets this smartwatch apart is its AI-powered training platform. On your wrist, runners follow step-by-step guidance with outdoor-readable screens and gamified prompts, while post-run graphs transform data into clarity.
The watch is preloaded with six exclusive New Balance training plans—ranging from first 10K to marathon mastery—with real-time coaching. Users receive customized, AI-generated feedback and intelligent workout planning based on progress, biometrics, and even environmental conditions.
Health features include heart rate, sleep, and oxygen saturation tracking, with the AI adapting future programs to users’ individual fitness history and changing ambitions.
A Complete Performance Ecosystem
Launching alongside the smartwatch is a limited edition, New Balance co-branded FuelCell SuperComp Elite v5 running shoe. “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,” said Chris Davis, Global Brand President & CMO of New Balance. Both the watch and the shoe are cloaked in bold violet and green accents for instant visual sync
Pricing, Availability, and Market Impact
The TAG Heuer Connected Calibre E5 x New Balance Edition is priced at $2,447 USD, and includes an extra strap inspired by New Balance’s inlay technology for maximum comfort. Only a limited quantity will be made available worldwide, releasing in exclusive TAG Heuer and select New Balance stores.
The watch introduces the proprietary TAG Heuer OS, featuring MFi certification for flawless integration and reliability with Apple devices.
The Philosophy: Intelligent Movement
For both TAG Heuer and New Balance, the watch represents more than just an accessory—it’s a statement of purpose and mindset. The collaboration embodies their shared philosophy, The Intelligent Choice, emphasizing that true performance starts with intention and focus. Olympic champion and TAG Heuer ambassador Sydney McLaughlin-Levrone highlighted that every decision she makes, whether in training or everyday life, aligns with her goals and purpose.
George Ciz, CMO of TAG Heuer, added that the partnership merges advanced watch technology with the performance of elite running gear, aiming to inspire people to push their boundaries—whether on the track, the road, or in life.
