We don’t get enough collaborations that result in a product expression on both ends of the partnership. Not because of business synergies or market overlaps, but because it can result in a more complete shared creative vision. Even if it is, as is the case here, between two very corporate entities. Earlier this week, TAG Heuer released a new generation of their smart watch, the Connected Caliber E5 collection, which saw the addition of a 40mm case size, and a new variation of TAG Heuer OS to deliver a seamless experience with native and third party apps. With the announcement came a collaboration with New Balance, and a co-branded running shoe, the SC Elite v5 in a sharp purple and green colorway.
If you’re here, there’s a good chance that a connected watch like this from TAG Heuer or Apple is not your daily wear. In the enthusiast’s world, these devices are largely used for a specific purpose, such as tracking miles and pace for runners, laps for swimmers, heart rate for cyclists, long walks for… walkers, etc. They are worn for the activity that calls for them, and if you’re anything like me, promptly set aside in favor of something mechanical or otherwise more interesting. This collaboration between TAG Heuer and New Balance makes sense to me, because it leans into that specialized use, rather than more casual everyday wear.
New Balance have a long and measured history in creating running shoes, though they have made a reputation in recent years with slightly heavier, but more comfortable shoes. Great for recovery and maintenance miles, but maybe not the first choice for race day. The SC Elite v5 looks to change that, coming in lighter and with an increased heel-toe drop for an aggressive all around carbon plate race shoe. A firmer, more responsive PEBA midsole underscores the direction New Balance is taking here, in a move that will look to conquest buyers from the likes of Nike, Adidas, Mizuno, and Hoka.
In collaborating with TAG Heuer, New Balance puts a spotlight on the new direction for this shoe, and helps place the Connected Caliber E5 into a different, more focused context than what you’d typically see from a watch like this. The real question is whether or not athletes will see enough value in the TAG Heuer device to justify the substantial premium in pricing over something like an Apple Watch (which also offers great day to day features and native connectivity with the Apple ecosystem), or a Garmin Forerunner, both of which can be had south of $500.
It’s worth noting that the SC Elite v5, at $280, is also a premium shoe. This is not a shoe aimed at beginners looking to tackle their first miles (though New Balance does make plenty of great running shoes for that crowd). In that regard, the $2,050 TAG Heuer Connected Calibre E5 x New Balance Edition that shares a colorway with the shoes, feels slightly less focused than it could.
A composite or resin case with the same special strap, and a price under $1,000 would have felt more relevant here, but the Connected does allow access (via the Google Store) to some of the same apps, such as Strava or Runkeeper, that you’d expect in a run-centric device.
The idea of pairing a highly focused and competitive running shoe with a device like this makes a lot of sense on the surface, but it needs to go deeper than an aesthetic connection to get the desired customer crossover. The kinds of runners that will end up needing a shoe like the SC Elite v5, are likely pretty serious, and already have their device needs covered. Had this collaboration happened with say, the Fresh Foam X 1080 v14 for instance, it might give newer runners a device option right out of the gates. However, just how good a running device the TAG Heuer Connected Caliber E5 is remains to be seen. Perhaps a test is in the cards for future coverage. TAG Heuer / New Balance