Introducing the TAG Heuer Connected x Super Mario Limited Edition
July 13, 2021

Introducing the TAG Heuer Connected x Super Mario Limited Edition

By Felix Scholz

The Low-down

Nintendo and TAG Heuer have joined forces for a long-term collaboration, and they’ve come out of the gate strong, with a limited Connected celebrating the Japanese games company’s most famous property, Mario.

The beloved plumber is a natural fit for this inaugural edition, recognised and loved by generations. Likewise, TAG Heuer’s smartwatch, the Connected is the perfect vehicle to showcase the digital superstar.

Two versions of the Heuer 02 watch face were created exclusively for this edition - a fun rendition using Super Mario’s iconic red and blue colours, and a more classic one with subtle touches of Super Mario’s red cap.
Two versions of the Heuer 02 watch face were created exclusively for this edition - a fun rendition using Super Mario’s iconic red and blue colours, and a more classic one with subtle touches of Super Mario’s red cap.
The TAG Heuer Sport app provides detailed feedback on the wearer’s performance in a variety of activities including running, swimming, cycling, walking and physical fitness.
The TAG Heuer Sport app provides detailed feedback on the wearer’s performance in a variety of activities including running, swimming, cycling, walking and physical fitness.

IMHO

At this point, the Connected is a pretty well-established entity. The large 45mm watch has been refined over the years, and the slimmer case and well-executed buttons of the current iteration is what we expect from a maker like TAG Heuer. The internals are about what we’d expect, too — Google’s WearOS is providing the smarts, and the bright screen, all-day battery, and 50 metres of water resistance is good. What makes this collaboration stand out, though, are the Mario touches. On the hardware side there’s a red-accented leather strap and red rubber alternative, co-branded packaging (which is legit cool), and the bezel engraved with mushroom, warp pipe and star where you’d expect to find 3, 6 and 9, as well as an ‘M’ on the folding buckle.

The TAG Heuer Connected x Super Mario Limited Edition is presented in a packaging designed exclusively for this collaboration. It also comes with a travel case in Super Mario red.
The TAG Heuer Connected x Super Mario Limited Edition is presented in a packaging designed exclusively for this collaboration. It also comes with a travel case in Super Mario red.
The watch’s bezel displays Super Mario’s famous objects - at 3 o’clock is the Super Mushroom that makes Mario grow, at 6 o’clock is the Pipe that allows him to travel fast and at 9 o’clock is the Super Star that makes him invincible.
The watch’s bezel displays Super Mario’s famous objects - at 3 o’clock is the Super Mushroom that makes Mario grow, at 6 o’clock is the Pipe that allows him to travel fast and at 9 o’clock is the Super Star that makes him invincible.
The M symbol of Mario is engraved on the strap buckles and on the crown.
The M symbol of Mario is engraved on the strap buckles and on the crown.

It’s the software side where the partnership really comes together. Mario is an integral part of the watch face, either dominating the whole screen or hanging out in a digital subdial. But he’s not a passive observer. Instead, Mario moves with you. As the wearer meets their set step, movement and activity goals, Mario gets more animated, working out with you. He’s an expat Italian plumber with a side hustle as a personal trainer. It’s very endearing. And, in a very video game-style easter egg, whenever you hit your target, you’re treated to an animation of Mario doing his famous flagpole routine.

The watch comes with two novel interchangeable straps, an elegant black leather on red rubber and a sporty alternative in matching red perforated rubber.
The watch comes with two novel interchangeable straps, an elegant black leather on red rubber and a sporty alternative in matching red perforated rubber.
Mario greets the wearer with a welcoming salute in the morning and as one racks up with the step count and gets closer to the target, a different animation plays out on the dial.
Mario greets the wearer with a welcoming salute in the morning and as one racks up with the step count and gets closer to the target, a different animation plays out on the dial.

This TAG Heuer X Mario Connected is a great way to kick off a collaboration between the two brands. We can only hope that over time we’re treated to similar collabs featuring Luigi, Princess Peach and the gang, but also other properties from the worlds of Pokemon and Zelda. And while the Connected is a natural home, I, for one, think that a Mario Kart-themed Carrera set would be on point.

Tech Specs

The TAG Heuer Connected x Super Mario Limited Edition Reference SBG8A13.BT6247
The TAG Heuer Connected x Super Mario Limited Edition Reference SBG8A13.BT6247

Digital content: TAG Heuer Connected watchfaces, TAG Heuer x Super Mario animated watchface , TAG Heuer x Super Mario interface and reskin watchfaces (exclusive to the Limited Edition)
Case: 45mm by 13.5mm steel case; 5 ATM water-resistance; 430 mAh battery
Strap: Quick-change system black leather strap on red rubber; Additional perforated rubber strap in Super Mario red; Steel folding clasp engraved with M symbol of Mario
Price and Availability: Limited to 2000 pieces; USD 2150

The TAG Heuer Connected x Super Mario Limited Edition
The TAG Heuer Connected x Super Mario Limited Edition

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Felix Scholz

Felix Scholz has spent the last decade covering watches from his home in Australia. Given this, it's surprising that he still struggles with time zones. Over the years he's become a firm believer that less is more when it comes to watch design – except when a rainbow bezel is involved. He's written for numerous titles including Hodinkee, GQ, A Collected Man and more. These days he looks after the Australian edition of Revolution and takes a break from writing about watches to talk about them, as the co-host of OT: The Podcast.

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