TAG Heuer recently unveiled a limited edition of its latest TAG Heuer Connected smartwatch, produced in collaboration with Nintendo and featuring Super Mario from the famous Super Mario Bros. video game series that debuted in 1985. This generation of the TAG Heuer Connected was debuted here in March 2020 by aBlogtoWatch. For this limited edition Super Mario version, TAG Heuer did two interesting things. The first is to create a modified version of the Connected Watch that includes special colors and icons from the world of Super Mario. This includes Mario’s “M” on the strap deployment as well as mushroom, star, and pipe symbols on the colorful ceramic bezel.
The second part of the limited edition is actually not that exclusive. I think this is the best part of this news. TAG Heuer has worked with Nintendo to develop special software for the base operating system of Google Wear OS, which includes a series of special Super Mario-themed animations. Of note, the animations are connected to the fitness tracker system. Super Mario-themed achievement animations are shown when the user reaches 25%, 50%, 75% and 100% of the daily fitness goal selected by the user. This is a lot of fun and directly relates to the gamification of fitness that smartwatches have been achieving for the last few years.
Although all 2,000 of the limited edition TAG Heuer ConnectedX Super Mario smartwatches have already been pre-ordered (and are sold out, even though the product isn’t even on the market yet), it has still caused the expected controversy in the online watch enthusiast community on social media. I find myself split into two groups: those who love the idea of ​​Super Mario as the basis for a luxury product, and those who don’t like it at all. While TAG Heuer itself pays close attention to consumer feedback, I have to admit that the conflicting nature of the watch’s obvious commercial success and the negative feedback from the watch enthusiast community tends to make things confusing (as do other brands with similar pop culture collaborations in luxury products).
I think what’s happening is simply generational. Some of us have played Super Mario Bros. games at different times in our lives. I played at least a dozen Nintendo Super Mario Bros. games, including the 1985 classic, in 1986 when I was just four years old. And then there are those who know Super Mario Bros. as part of pop culture but have never directly experienced games or entertainment featuring the character. For this latter generation group, it’s understandable that a $2,000-plus luxury smartwatch featuring a video game character might seem corny. For the former group, though, a connected Super Mario is not only satisfying, but there’s nothing about its presentation that feels inappropriate for a luxury product.
TAG Heuer is not the first luxury watch manufacturer to feature Super Mario. That honor goes to the now-deceased Romain Jerome, who released a limited edition Super Mario watch of 85 pieces in 2015, which I reviewed here. The watch was part of a line of luxury watches inspired by the classic video game that Romain Jerome made when the company was run by Manuel Emtch. Romain Jerome was a more niche company, and the Super Mario watch was priced at around $19,000. TAG Heuer has a high level of recognition for its products, and it has been more than five years since Super Mario has been part of luxury watchmaking, but the TAG Heuer Connected Super Mario Limited Edition will likely be many people’s first exposure to a Super Mario luxury watch, even if it is a smartwatch and not positioned in the same category as TAG Heuer’s high-end mechanical watches.
While touring the TAG Heuer Connected Super Mario Watch in California, TAG Heuer CEO Frederic Arnault was on hand to talk about the product and its relationship with Nintendo (though the name Nintendo is not actually connected to this announcement). At just in his mid-20s, Arnault is also on a mission to further appeal TAG Heuer to today’s youngest generation of consumers. I think Arnault was a little surprised by the reaction of some of the more traditional watch consumers who saw the Super Mario Watch online, but he was comforted by the fact that all 2,000 watches sold out in a flash. Arnault wants to please the crowd, but I think he’s quickly learning that when it comes to passion (the driving force behind luxury design and purchasing behavior), there can’t be love without at least some hate on the other side of the spectrum. TAG Heuer, more than many other luxury watchmakers today, has the difficult task of simultaneously creating a variety of products that appeal to very different segments of the luxury consumer ecosystem. This almost guarantees that there will be a bit of controversy over reactions to the products from time to time. My advice to brands is always that when it comes to responding to opinions and comments online, it is their role to set the record straight when someone publishes misinformation. There is no need or value in even reacting to personal feelings (which are often in poor taste) that are shared with the general public.
Arnault also told us that in addition to this special Super Mario limited edition of the Connected (with its own Super Mario branding and colors), a Super Mario software skin will soon be available for all TAG Heuer Connected products, not just the Super Mario edition. Plus, their relationship with Nintendo allows them to take this concept even further if they want and develop even more software skins, or even other Nintendo character-themed versions of the Connected (and maybe other products too). After all, this is the age of the “collaboration watch.”
For more information on the technical specifications of the 45mm wide TAG Heuer Connected Super Mario, or any of the latest generation connected products, please see the other related aBlogtoWatch articles on these products at the links above. We would like to remind you that the 45mm wide steel case is very comfortable and relatively thin compared to the previous generation connected watches. The watch comes with a quick release system for the strap, and the Super Mario limited edition comes with both the black with red rubber lining leather strap shown in the photo, and the slightly sportier perforated red rubber strap.
Compared to other premium smartwatches, the current generation TAG Heuer Connected is probably the most premium looking. The polished case elements and sapphire crystal look much better than many of the competition. The screen is also very bright and clear. Unlike Vertu’s smartphones (which look good but have always only had last-generation tech), the TAG Heuer Connected is almost state-of-the-art in terms of smartwatch hardware (considering the software platform), but with a sleek European-designed case and bracelet, and a premium brand experience. I think this kind of product makes a lot of sense as a side product to the larger TAG Heuer brand. But on the other hand, I also think TAG Heuer should re-enter other product areas, such as eyewear and apparel.
The watch itself runs on the Google Wear OS operating system, so it works best with Android-based smartphones (though it will also work with iPhones). The watch has all the typical smartwatch features and systems, including the heart rate monitor introduced for this generation of Connected products. I think the TAG Heuer Connected X Super Mario Limited Edition smartwatch is an exciting product and will be fun to wear. Part of the reason is that I myself have been familiar with the subject as a child. I wouldn’t blame those who don’t have that experience if they are not all that interested in this product. I’m also curious to see where TAG Heuer takes the Super Mario/Nintendo relationship next. The TAG Heuer Connected X Super Mario Limited Edition watch is priced at $2,150 USD. For more information, visit the TAG Heuer website here.
