TAG Heuer has collaborated with Nintendo’s Super Mario for its new TAG Heuer Connected smartwatch. The company says that the character’s “upbeat and active personality will encourage wearers of this smartwatch to enjoy moving too.”
The limited-edition smartwatch features a pre-installed interactive watchface that “becomes livelier and more animated the more the wearer is active”. TAG Heuer says that the animations are courtesy of the gamification rewards system.
Initially, you’ll get a “welcoming salute’ from Mario in the morning. “As the day progresses and you rack up your step count, you unlock rewards at each stage of your daily target – 25%, 50%, 75% and 100% – a different animation plays out on the dial,” explains TAG Heuer. “These take the form of Super Mario’s famous objects: at 3 o’clock the Super Mushroom that makes Mario 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.”
As part of the collaboration, the TAG Heuer Connected watchfaces have received Super Mario details. The Timekeeping watchface sports a reskin with elements from 1985’s Super Mario Bros, while the Heuer 02 gets a version with a Super Mario-based red and blue look and another with a “more classic one with subtle touches of Super Mario’s red cap”. Meanwhile, the Orbital watchface has rotating “iconic elements” from Super Mario replacing its neural network. Aside from the interactive watchface, the TAG Heuer Connected x Super Mario Limited Edition sports a redesigned interface with Super Mario colours, while parts of the exterior such as the bezel graduation, push buttons, and crown logo feature the colour of Mario’s cap. There are also some bezel symbols, a screw-down case-back with the “TAG Heuer x Super Mario Limited Edition” inscription, and two interchangeable straps that feature Mario’s red colour and an engraved “M” symbol on their buckles and crown.
The smartwatch runs on Google’s Wear OS and also comes with the TAG Heuer Sport app, which offers feedback for activities like running, swimming, and cycling. There is also a Wellness function with biometric data-based feedback and a “game strategy enhancement” function that comes with the TAG Heuer Golf app.
The TAG Heuer Connected x Super Mario Limited Edition will come with exclusive packaging as well as a Super Mario red-coloured travel case. TAG Heuer says that the edition will only have 2,000 units, and that they will only be available in selected TAG Heuer boutiques or its website in some regions. The watches will become available for sale on July 16 Malaysian time.