Though smart watches are never really my thing, I’ll never pass up an opportunity to report on a team-up like this! With the Connected E5’s, TAG Heuer have unveiled a ground-breaking partnership with New Balance.
TAG Heuer’s brand identity should be familiar to most of us by now. Inextricably linked with the world of motorsport, collections such as the Carrera, Monaco and Formula One have impressed enthusiasts time and again over their 165-year history. But the sporting world doesn’t stop at four wheels, and TAG Heuer knows it. Over time, the brand has integrated itself into other competitive arenas, including golf and sailing.
This year has been no different, with TAG Heuer returning as the official timekeeper of the NYC Marathon after a nine-year absence. It seems, then, that since the major restructuring of the LVMH brand in 2019, TAG Heuer’s spark is back, eager to extend across every facet of the sporting world. This has resulted not only in the launch of the TAG Heuer Connected Calibre E5, but also the New Balance FuelCell SuperComp Elite v5 for dedicated runners. As both brands share a philosophy of precision, discipline and purposeful training, the partnership is a celebration of these mutual values reflecting a mutual respect for athletes who forge their own path to success.
TAG Heuer’s latest venture into smartwatches carries the lessons learned since the Connected line’s debut in 2015. With a universal 40mm case diameter, the silhouette will be familiar to diehard Connected fans, featuring the same sandblasted black DLC titanium construction. As the smartwatch is designed for running, it makes perfect sense that a tough, lightweight, and cutting-edge material like titanium is used.
Several changes have been made to enhance the wearing experience while reinforcing the collaboration’s distinctive aesthetic. This edition isn’t just a standard E5 dressed in running gear; it aligns closely with New Balance’s visual identity. The bezel features a 0–100 performance scale that syncs with app-based running metrics, while the caseback is engraved with the New Balance logo.
Even the straps are unique: one incorporates a Cushion Comfort System, blending rubber with high-tech textile, while a second co-branded strap is embroidered with New Balance detailing. The colourway of the watch and straps is derived from the co-branded pairs of New Balance FuelCell SuperComp Elite v5s, which are sold separately.
Within the Connected E5 x New Balance beats not a mechanical heart, but a sophisticated array of hardware designed for athletes. Powered by a Qualcomm Snapdragon 5100+ beneath a 1.39-inch AMOLED display, the TAG Heuer Connected E5’s operating system is packed with features. Expect the usual offerings, such as customisable faces and TAG Heuer’s proprietary fitness programmes, but the new OS also includes heart rate monitoring, calorie and step counters, compass, accelerometer, gyroscope, barometer, blood oxygen saturation, breathing rate, heart rate variability, and dual-band GPS.
Calls can now be managed directly from the Connected E5 when synced with Android or iOS, and TAG Heuer has announced plans to add sleep tracking later in the year. And for those concerned about the battery life, don’t worry; That has also been improved, with the E5 able to run for approximately 18 hours under standard usage.
My Thoughts
The new Connected E5 marks the fifth iteration of TAG Heuer’s foray into smartwatches. Smartwatches have always been an ambitious venture for a traditionally mechanical brand — especially given the number of voracious contenders — but TAG Heuer has consistently risen to the challenge. Rather than mimic consumer tech, the brand set out to create a precision instrument worthy of its avant-garde legacy. Each generation draws on TAG Heuer’s deep-rooted expertise in watchmaking, where every detail, digital or mechanical, is treated with the same respect for precision.
As with any smartwatch, the Connected collection may not appeal to every watch enthusiast. However, the Connected E5 represents another landmark achievement for the brand, demonstrating their enduring commitment to purpose-driven and innovative watchmaking — regardless of what beats within. Given my love for both TAG Heuer and New Balance (I’m wearing my 990 v6s as I write this), I am already well aboard the hype train. My only regret is that I can’t report every feature available on the new timepiece, at least not in a way that translates perfectly to text. But I suppose that will have to wait until I can experience it myself…
Reference: SBT8082.EB0394
Specifications:
- Dimensions: 40mm case diameter X 14.8mm thick
- Case Material: Black DLC titanium with green & purple accents
- Display: AMOLED, 1.39in, 454×454 (326dpi)
- Operating System: TAG Heuer OS, Android-based, compatible with iOS
- Functions: Display customisation, heart rate monitoring, calorie/step counters, compass, accelerometer, gyroscope, barometer, blood oxygen saturation, breathing rate, heart rate variability, & dual band GPS (Sleep tracking features coming soon)
- Battery Life: 1.5 days (Standard) / 2 days (Low Power) / 12h (Sport Mode)
- Charging Time: 100% in 90min at temperatures between 15° and 45°C
- Water Resistance: 50m (5bar)
- Strap: Interchangeable purple/green textile/rubber strap with embroidered New Balance logo OR complementary stretch textile strap with black DLC steel pin buckle