Back in the early ‘80s, if you’d told TAG Heuer’s Swiss executives that they’d be producing watches dedicated to a video game character, they probably would have choked on their gschwellti. After all, TAG Heuer was and remains one of the world’s foremost mechanical watchmakers. Nintendo, however, before the launch of its game-changing NES console in 1985, was best known as the maker of the Donkey Kong arcade game. Yet here we are. TAG Heuer now makes one of the most advanced smartwatches on the market, and Nintendo is one of the most beloved gaming brands on the planet. With the reveal of the TAG Heuer Connected x Super Mario Limited Edition, the circle between Swiss watches and gaming is complete.
As it happens, the TAG Heuer Connected’s activity-tracking features turn out to be an ideal candidate for a Mario-themed takeover. As someone who does more running and jumping than Steph Curry, who better than Mario to guide you through your daily fit goals? Or, as Frédéric Arnault, CEO of TAG Heuer says, “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?”
In addition to a redesigned interface in Super Mario colours and four exclusive digital dials, this limited-edition turns monitoring physical activity through your Connected into a game, with Mario as your personal trainer. From first thing in the morning, when Mario greets you with a welcoming salute, he’s there to coach you through your daily step count, unlocking new animations at 25%, 50%, 75% and 100% each day. These include the iconic objects of the Mario-verse, from the Super Mushroom to the Pipe to the Super Star. And when you reach 100% of your daily step count target, Mario climbs the famous Goal Pole.
These icons are also engraved into the Connected’s bezel graduation. They’re also lacquered in Mario cap red, along with the pushers and crown logo. The watch also comes with two novel interchangeable straps, both featuring Super Mario red accents: one in black leather on red rubber and one in red perforated rubber. Naturally, Mario’s M symbo l is engraved on the strap buckles and crown.
TAG Heuer says this is the beginning of a bigger partnership (as with Porsche), so we’re fully expecting to see a Mario Kart-themed TAG Heuer Monaco in the not-so-distant future.