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TAG Heuer Just Released Its New Limited Edition Super Mario Timepiece

HighLifeChannel July 14, 2021

For gamers and watch tastemakers all over the world, today marks an exciting day: TAG Heuer and Nintendo have joined forces to design a limited-edition smartwatch featuring Nintendo’s most legendary character—and perhaps the most iconic character in history—Super Mario. Super Mario meets TAG Heuer Connected is just the beginning of a long-term collaboration between the two brands, merging the world of watchmaking and gaming into one.

The timepiece is a complete standout, bringing a new, daring style to the avant-garde watchmaker’s collections. Fusing sport, technology, elegance, and a bit of nostalgia, the luxury smartwatch is a new interactive piece bringing Super Mario to life again through offering wearers a new way to live an active lifestyle—similar to the art of gaming. As an integral part of TAG Heuer’s sport and wellness mission, this edition of the TAG Heuer Connected changes as its user makes progress based on the gamification rewards system: Mario greets you with a welcoming salute in the morning, and as the day progresses, the wearer can unlock rewards at each stage of your daily target—25%, 50%, 75%, and 100%—a different animation plays out on the dial. These take the form of Super Mario’s famous objects: at 3 o’clock, the Super Mushroom that causes Mario to grow, at 6 o’clock the Pipe that allows him to travel fast, and at 9 o’clock the Super Star that makes him invincible lights up. And when you reach 100% of your daily step count target, Mario climbs the Goal Pole, another iconic feature of the video game.

The interactive watchface will be pre-installed on the TAG Heuer Connected Super Mario Limited Edition, but TAG Heuer will also make it available on other editions of TAG Heuer Connected at a later stage.
“Mario has a lot of ties with TAG Heuer. He’s a super active character, aiming for goals in most of these games, and of course, the elements of racing! And we decided to link this special edition with the core experience of the Connected Watch, which is the wellness experience,” says Frédéric Arnault CEO of TAG Heuer. “The user has to walk and reach daily goals that you can set for yourself, and Mario gives you an extra boost of motivation to reach your target numbers. On a personal note, I have been playing Mario since I was young, and I for sure feel a personal connection to the character.”

There’s no denying that generations of gamers have grown up with Super Mario, with more than 370 million Super Mario games sold worldwide since 1985. Since the first Super Mario Bros. game launched in Japan in 1985, Super Mario has become a household name with his red cap and blue overalls. 

Tag Heuer Super Mario

“The inspiration for this collaboration came from our desire to gamify and bring excitement to our new wellness application and Super Mario instantly came to our minds,” adds Arnault. “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. The new hero watchface gives life to this iconic character and encourages 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 and wellness.”

Enhanced with exclusives in both the digital experience and on the watch itself, this Th TAG Heuer Connected Super Mario limited-edition has been reimagined with Super Mario—specific design details for super fans. The Timekeeping watchface was reskinned using the retro elements from the 1985 version of Super Mario Bros. with Mario, all in pixels. And, two iterations of the Heuer 02 watchface were designed exclusively for this edition: a vibrant rendition using Super Mario’s iconic red and blue colors and a more classic one with subtle touches of Super Mario’s red cap.

On the exterior, the bezel graduation, push buttons, and crown logo were filled with Super Mario’s famous red cap’s lacquered color, making the watch instantly stand out from the core collection. In addition, the bezel features three iconic symbols at the three, six, and nine o’clock positions, in a nod to the Super Mario objects included in the dial animations that the user can unlock and discover only when achieving goals throughout the day. 

TAG Heuer Super Mario

The M symbol of Mario is engraved on the strap buckles and on the crown. Lastly, the screw-down case-back bears the special inscription “TAG Heuer x Super Mario Limited Edition.” The TAG Heuer Connected x Super Mario Limited Edition is presented in packaging designed exclusively for this collaboration.


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