TAG Heuer & Mario: The Collab We Never Thought We’d See

TAG Heuer has forged a new alliance with another luxury brand. Ha, kidding, it’s Mario. Although with the way the news is going these days, maybe I should eat my words. Recently, an unopened copy of Super Mario 64 from 1996 sold for NZ$2.24 million at auction. The TAG Heuer Connected x Super Mario Limited Edition pits their Connected Sport watch in direct collaboration with the colour schemes and iconography of Mario, Nintendo’s flagship mascot, who really needs no introduction.

At first blush, the special edition has replaced the software with a Mario overlay. The timekeeping watch face was reskinned using the retro elements from the 1985 version of Super Mario Bros. with Mario, all in pixels. Also, 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.

Getting active throughout the day also makes Mario do different animations. If you manage to hit your daily steps count, Mario climbs the end of stage flag pole, for example.

More excitingly though are the flares they’ve added to the body of the watch itself. The new-look steel case also comes with two novel interchangeable straps, both featuring the signature Super Mario red colour: an elegant black leather on red rubber and a sporty alternative in matching red perforated rubber. 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 bezel graduation, push buttons and crown logo were filled with Super Mario’s famous red cap’s lacquered colour, making the watch instantly stand out from the core collection. 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.

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. This edition limited to 2,000 watches will be available only in selected TAG Heuer boutiques and at tagheuer.com from the 15th July 2021.