TAG Heuer has entered 2025 with a bold statement: the Connected Calibre E5 is not just another smartwatch - it’s a manifesto of luxury engineering, digital independence, and lifestyle integration. While competitors like Apple and Garmin continue to dominate the market through mass adoption and sports science, TAG Heuer has taken a different route: combining Swiss craftsmanship with a new proprietary operating system, TAG Heuer OS, and introducing a striking collaboration with New Balance. The result is a device that doesn’t try to imitate mainstream wearables - it redefines what a luxury smartwatch can be.
TAG Heuer Connected Calibre E5: A New Benchmark for Luxury Smartwatches
TAG Heuer has always treated the Connected series as more than a tech experiment. 
Since its debut in 2015, the line has matured into one of the most sophisticated intersections of Swiss horology and digital innovation. The Calibre E5, however, marks a turning point. It’s the first time TAG Heuer has taken full control of both hardware and software, moving away from Google’s Wear OS to introduce a bespoke system optimized for performance, design, and exclusivity.
At its core, the Connected Calibre E5 aims to bridge two worlds: the timeless aesthetic of analog timepieces and the convenience of modern connectivity
. The device is designed not for tech enthusiasts, but for discerning users who want technology to complement their lifestyle - not define it.
Inside TAG Heuer OS: Power, Precision, and Personalization
The shift to TAG Heuer OS is arguably the most transformative change the company has ever made in its smartwatch lineup. Built on the Android Open Source framework but re-engineered in-house, TAG Heuer OS delivers faster performance, smoother animations, and a drastically reduced pairing time - up to five times faster, according to the brand. 
More importantly, it introduces MFi certification, ensuring deep compatibility with iPhones - a notorious pain point for Android-based watches.
The interface has been completely reimagined: customizable watch faces inspired by TAG Heuer’s heritage, minimalist widget panels, and improved navigation logic that prioritizes clarity over complexity. Voice control, call handling, and smart notifications are integrated seamlessly, making the device feel intuitive rather than intrusive.
Health and Wellness: Precision Tracking Meets Swiss Discipline
While TAG Heuer has traditionally focused on design and prestige, the Calibre E5 shows a clear shift toward health and performance analytics. The new Wellness Suite tracks steps, activity duration, and calories with greater accuracy, while the advanced heart rate sensor now monitors continuous metrics, displaying maximum and minimum heart rates throughout the day
. The introduction of dual-band GPS enhances location precision, particularly useful for running or golfing enthusiasts.
In late 2025, a major software update will bring sleep tracking capabilities with phase analysis, oxygen saturation (SpO₂) monitoring, respiration rate, and heart rate variability (HRV) analytics. Unlike most luxury brands, TAG Heuer plans to continuously evolve these features, with AI-powered insights expected in future firmware updates.
Design and Build: When Engineering Becomes Art
TAG Heuer’s design philosophy for the Calibre E5 embraces a concept of modern minimalism fused with endurance-grade materials. The watch comes in two case sizes - 45 mm and 40 mm - both retaining the Carrera-inspired silhouette that has defined the Connected line. The 45 mm model offers a flat sapphire crystal and a bold ceramic bezel with a 60-minute scale, while the 40 mm variant introduces a domed ‘Glassbox’-style crystal that mimics the curvature of TAG Heuer’s mechanical classics.
The construction feels unmistakably premium: titanium with black DLC coating, stainless steel with alternating polished and brushed finishes, and an intuitive Quick-Release Strap System allowing seamless transitions between rubber and metal bracelets. Every detail, from the crown knurling to the tactile button feedback, has been obsessively refined. Water resistance is rated to 50 meters - impressive for a luxury smartwatch - and charging is magnetic, reaching full capacity in 90 minutes.
TAG Heuer × New Balance: The Collaboration No One Saw Coming
Perhaps the most unexpected move of this release is TAG Heuer’s collaboration with New Balance. It’s not a gimmick - it’s a meaningful partnership designed around performance and comfort. The Calibre E5 New Balance Edition uses a sandblasted titanium case with matte black DLC finish, eliminating glare and reducing weight for athletes. The bezel replaces the traditional minute track with a 0–100 performance scale, a subtle nod to effort and endurance.
The highlight is the Cushion Comfort Strap System, which adapts to wrist expansion during physical activity, ensuring an even pressure distribution. The main strap, made from hybrid materials used in New Balance’s running shoes, pairs breathability with luxury tactility. 
Each watch also includes an interchangeable textile strap for casual wear. The collaboration extends beyond the wrist: New Balance launched a limited-run FuelCell SuperComp Elite v5 sneaker in matching violet and green tones - priced at $270 - designed to complement the watch aesthetically and functionally.
Performance, Battery Life, and Everyday Usability
Battery performance has always been a deciding factor in smartwatch satisfaction
. The Calibre E5 delivers up to two days of active use on the 45 mm model and 1.5 days on the 40 mm, extending to three days in power-saving mode. 
A 30–40 minute charge easily provides an extra day of usage, thanks to optimized energy management built into TAG Heuer OS.
Real-world performance feels more responsive than most Wear OS competitors, especially when switching between health tracking, calls, and GPS. The E5 isn’t trying to be a miniature smartphone; instead, it focuses on doing fewer things better - a design philosophy reminiscent of Swiss watchmaking itself.
Price and Positioning: Redefining Value in the Luxury Smartwatch Market
With prices ranging from $1,600 to $2,400 - and $2,050 for the New Balance Edition - TAG Heuer clearly positions the Calibre E5 as a high-end lifestyle instrument rather than a utility gadget. It’s not designed to compete with Apple Watch Ultra or Garmin Fenix on features; it’s built to appeal to those who appreciate form as much as function. Each watch is assembled in Switzerland, with materials and craftsmanship that rival traditional mechanical pieces.
Industry analysts have noted a growing appetite for this category: hybrid wearables that prioritize elegance and identity over raw data overload. As luxury consumers increasingly seek connected products that fit their aesthetic values, TAG Heuer’s strategy seems not only logical but timely.
Comparing the Competition: Where TAG Heuer Stands
Apple Watch Ultra remains the benchmark for integrated ecosystems and app versatility, while Garmin leads in multisport tracking and long battery life. TAG Heuer sits at the intersection - a niche few dare to occupy - offering a digital experience that respects horological traditions
. It’s the only smartwatch that feels like a mechanical watch first, and a connected device second.
In other words, this isn’t about specs. It’s about status, heritage, and presence.
Expert Insights: Why TAG Heuer’s Strategy Matters
According to tech analyst Dr. Elise Montrose, “TAG Heuer’s move to create its own OS is a watershed moment for luxury brands. It signals a broader trend toward digital sovereignty - brands wanting to own the customer experience end-to-end rather than borrowing ecosystems from tech giants.”
Meanwhile, Swiss watch industry veteran Laurent Gauthier believes this evolution was inevitable: “Luxury consumers don’t want to feel like they’re wearing the same product as millions of others. TAG Heuer is carving out space where technology feels personal and timeless - not disposable.”
Key Takeaways
- TAG Heuer OS delivers faster pairing, improved fluidity, and iPhone compatibility.
- Design: Carrera-inspired cases in 45 mm and 40 mm with sapphire crystal and ceramic bezels.
- Health tracking with heart rate, GPS, activity monitoring, and upcoming sleep and SpO₂ features.
- Collaboration with New Balance introduces sports ergonomics and aesthetic synergy.
- Battery: up to 2 days of use, full charge in 90 minutes.
- Price: from $1,600 to $2,400 - firmly positioned in the luxury smartwatch category.
FAQs About the TAG Heuer Connected Calibre E5
Is the TAG Heuer Calibre E5 compatible with iPhone?
Yes. Thanks to MFi certification, the E5 now pairs seamlessly with iPhones, offering call handling, notifications, and fitness syncing.
Can I swim or shower with it?
Absolutely. With a 50-meter water resistance rating, the Calibre E5 is safe for swimming and general water exposure.
Does it support third-party apps?
TAG Heuer OS is currently a closed ecosystem, optimized for performance and stability. However, integration with major health platforms is planned for future updates.
How does it compare to the Apple Watch Ultra?
The Apple Watch Ultra offers deeper ecosystem integration and app variety. The TAG Heuer E5, by contrast, prioritizes design, luxury materials, and exclusivity - more wristwatch, less wrist computer.
Final Verdict: The Smartwatch for Those Who Refuse to Compromise
The TAG Heuer Connected Calibre E5 isn’t trying to win the specs race - it’s redefining what “smart” means in the context of luxury. With its own operating system, refined design, and meaningful partnership with New Balance, it’s a statement piece for those who expect their technology to embody craftsmanship, not just functionality. In an age of disposable tech, TAG Heuer has built a smartwatch designed to last - and that might just be the smartest move of all.
