Tag Heuer teams up with Super Mario for an animated watch


A fun piece where Mario makes your day lively, this limited edition watch combines luxury with cool features

July 19, 2021: Celebrating the beginning of a long-term collaboration between the two brands, Tag Heuer and Nintendo have created a limited-edition smartwatch featuring one of Nintendo’s most famous characters: Mario.

Tag Heuer X Super Mario smartwatch

A limited-edition smartwatch that takes fans around the world on a wonderful trip down memory lane - an intrepid iconic hero comes to life in a luxury smartwatch. Super Mario meets Tag Heuer Connected, adding excitement to both watchmaking and gaming worlds, with a watch that brings daring style and new creativity to the avant-garde watchmaker’s collections.

Action is at the heart of this Tag Heuer x Super Mario collaboration, combining luxury and sport with fun features along the way. This watch is a unique combination of the elegance and refinement of a chronograph-inspired timepiece crafted with sterling watchmaking tradition, with a modern, custom-designed digital experience geared towards performance. Offering wearers a versatile and distinct wristwatch to enhance their individual lifestyles, from immersive sport experiences to daily connected services, it encourages them to step up their physical activity with Mario, to be rewarded by the satisfaction and pleasure of marking their progress.

Tag Heuer X Super Mario smartwatch

This edition of the Tag Heuer Connected changes as its user makes progress. The more the wearer is active, the watch face becomes more animated and livelier, which makes for a fun motivation to keep active throughout the day.

An idea inspired by the famed ‘easter egg’ concept, well known by gamers, which includes hiding features and surprises as a bonus in video games, the animations of this smartwatch are based on the gamification rewards system. Greeting the wearer with a welcoming salute in the morning, rewards are unlocked at every stage of the user’s daily target, as they rack up their step count - with a different animation playing out on the dial. And each of these animations takes the form of Super Mario’s famous objects, from the Super Mushroom which makes Mario grow when it’s 3 o’clock to Mario climbing the Goal Pole when 100% of the daily step count target is reached.

Tag Heuer X Super Mario smartwatch

Aside from the unique digital experience, this limited-edition watch delivers on more exclusives - with the interface being completely redesigned in the colours of Super Mario. The exterior of the watch has also been designed with subtle and exclusive references to Super Mario. The crown, push buttons and bezel graduation are filled with the colour of the famous red cap of Super Mario, making it stand out from the core collection. Three iconic symbols are featured in the bezel at the three, six and nine o’clock positions. With the ‘M’ symbol of Mario engraved on the crown, the watch comes with two new interchangeable straps, both featuring the signature Super Mario red colour: an elegant black leather on red rubber and a sporty alternative in complementing red perforated rubber. The spew-down caseback also bears the special inscription of ‘TAG Heuer x Super Mario Limited Edition’.

This Limited Edition watch is presented in a packaging exclusively designed for this collaboration, also available with a travel case in Super Mario red. Limited to 2,000 watches, this edition is available in selected Tag Heuer boutiques and at www.tagheuer.com in some regions.

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