Luxury sport: the new collab TAG Heuer & New Balance

Luxury Swiss watchmaker TAG Heuer and American sneaker brand New Balance are teaming up for a high-performance partnership. We can say that athletes need luxury watches too, isn’t right?! Those two companies join forces to create the TAG Heuer Connected Calibre E5 40MM x New Balance Edition and the TAG Heuer x New Balance FuelCell SC Elite v5 running shoe. The sport goes luxury with the new collab TAG Heuer & New Balance.

More about TAG Heuer – www.tagheuer.com / More about New Balance – www.newbalance.com. 

TAG Heuer and New Balance have long been synonymous with one another via their association with running in particular, and sponsoring various marathons around the world (London and New York as of this year). “Our goal was to create a watch paired with a shoe that truly serve people who want to surpass themselves. Working with New Balance challenged us to rethink what runners expect from their gear. Every choice from the materials to the training plans to the design was made to support people who treat running as a craft. We are very proud to be able to provide a tool that can be trusted when it is time to put in real work”, said Antoine Pin, CEO of TAG Heuer.

The new Connected refines what TAG has been building since 2015 – a smartwatch that behaves like a piece of horology rather than a gadget. The E5 introduces sharper, more compact cases in 45mm or 40mm, available in steel or titanium, with improved battery life (up to three days) and a redesigned operating system that feels quicker and cleaner. Fitness tracking has been expanded too, with dual-band GPS, continuous heart-rate monitoring and new sleep and oxygen-saturation data.

The New Balance edition is designed for runners. It’s a 40mm sandblasted black titanium model with violet and green detailing, a new Cushion Comfort strap made from rubber and high-tech textile from the matching trainer, and an additional stretch strap for training. Six guided running plans – from 10K to marathon – are built into the app, developed with New Balance’s performance team.

The collaboration comes as running’s popularity has surged and it’s increasingly viewed as a lifestyle as much as an activity, creating new opportunities for fashion and luxury players. For TAG Heuer, the partnership simultaneously gives it a chance to burnish its performance credentials. The TAG Heuer Connected Calibre E5 40MM x New Balance Edition will be limited to 3,000 pieces and carry a premium over most connected watches, costing 2,050 dollars.

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