Swiss watch brand TAG Heuer has joined in a “long-term’ collaboration with Nintendo and today the two launch the TAG Heuer x Super Mario Limited Edition watch. For TAG Heuer, the goal is to further the brand’s already strong Connected Technology. It was just about five years ago that TAG Heuer really went full-speed ahead with its connected watches, and right before the pandemic hit, in March of 2020, the brand released its next-generation connected sports watch with a special emphasis on golf.
Now, the digital Nintendo superstar Mario comes to life on the wrist of the new TAG Heuer Connected watch to blend traditional watchmaking with smart functions and a guru known for climbing walls and outsmarting his rivals.
The watch is designed to encourage the wearer to increase his or her physical activity along with super-duper Mario. With this concept at the forefront, the watch is meant as a tool for boosting activity and thereby encouraging heart health and physical improvement. While other watches may do this in the form of a “get active” alert, this watch accomplishes the goal with the beloved Mario in a special game that lasts all day long.
The more active the wearer is, the more animated the Mario watch dial becomes. In the morning, Mario salutes the wearer as a greeting, but as the day goes on and activity increases, the wearer is treated to rewards that he or she can unlock – yielding surprises as a bonus. Just like in the Super Mario Bros. games.
The TAG Heuer x Super Mario Limited Edition watch is chocked with Super Mario Bros. design elements both physically and digitally. Watch faces feature digital elements from the 1985 version of the game and red touches echo Super Mario’s iconic red hat. Physical attributes come into play in the form of a bezel with booster symbols at 3:00, 6:00 and 9:00. The color way of the watch? Black and red naturally.
Super Mario is an iconic franchise appealing to multi generations of gamers, with 330 million copies sold worldwide.
“For this collaboration with Nintendo, Super Mario instantly came to our minds,” says Frédéric Arnault, CEO of TAG Heuer. “And it’s not just his international and intergenerational appeal that clinched it. Mario is the ultimate super-active character whose perseverance and tenacity get him out of every situation. And what better than the TAG Heuer Connected to give life to this iconic character and encourage users to team up with Mario to get out there and be more active? The TAG Heuer Connected is the perfect companion for a connected life and every active person’s best friend. With this Super Mario limited- edition smartwatch, they can add a bit of fun and originality to their activities.”
The watch is crafted in stainless steel and is sold with two interchangeable straps in Super Mario red: one leather, the other rubber. It is sold in exclusively designed packaging. Just 2,000 pieces will be made and they are available for sale in selected TAG Heuer stores beginning July 15. It retails for $2,150.