Recently, TAG Heuer announced the release of a limited edition of their latest TAG Heuer Connected smartwatches, created in collaboration with Nintendo and featuring Super Mario from the famous Super Mario Bros. video game franchise. This generation of TAG Heuer Connected was introduced in March 2020. For this Super Mario limited edition, TAG Heuer did two interesting things. The first involves creating a modified version of the Connected watch, which includes several special colors and icons from the Super Mario universe. These include the letter “M” for Mario on the folding clasp strap, as well as mushroom, star, and pipe symbols on the colorful ceramic bezel.
The second part of the limited edition is actually not so limited - and in my opinion, this is the best part of the news. TAG Heuer, together with Nintendo, developed special software for the basic Google Wear OS operating system, which includes a series of Super Mario-themed animations. Notably, the animations are tied to the fitness tracker system. When users reach 25%, 50%, 75%, and 100% of their selected daily fitness goals, they are shown Super Mario-themed achievement animations. It's very fun and directly relates to the gamification of fitness, which smartwatches have been providing for several years.
Each of the 2,000 units of the limited edition TAG Heuer Connected X Super Mario smartwatch has already sold out (despite the product not yet being available for sale), but this hasn't prevented the predictable amount of discussion in online watch enthusiast communities on social media. I've observed two camps of people: those who like the idea of using Super Mario as the basis for a luxury item, and those who simply don't believe in it. TAG Heuer itself pays close attention to consumer feedback, and I must admit that the contrast between the clear commercial success of the watch and the negative reviews from the watch enthusiast community is bewildering (along with other brands that make similar pop culture collaborations for luxury items).
What's happening, in my opinion, is simply a generational change. Among us are those who played Super Mario Bros. games at various times in their lives. I played at least a dozen Nintendo Super Mario Bros. games, including the classic 1985 game, back in 1986, when I was just four years old, and those of us who know Super Mario Bros. as part of pop culture but don't have direct experience with the games and entertainment associated with these characters. For the latter generation, I understand how luxury smartwatches priced just over $2,000 with a video game character might seem trivial. Nevertheless, for the first group of people, the Connected Super Mario is not only pleasant but nothing in its presentation makes us feel that it is out of place in a luxury item.
TAG Heuer is not the first luxury watch manufacturer to feature Super Mario. This honor belongs to the now-defunct Romain Jerome, which in 2015 released a limited edition of 85 Super Mario watches. These watches were part of a series of classic luxury watches by Romain Jerome inspired by video games when the company was led by Manuel Emch. Romain Jerome was a more niche company, and the price of the Super Mario watches was almost $19,000. TAG Heuer is much more aware of its products, and although Super Mario has been part of luxury watch art for more than five years, the TAG Heuer Connected Super Mario limited edition probably introduces many people to luxury Super Mario watches for the first time, even if they are smartwatches and not positioned in the same category as higher-end mechanical TAG Heuer watches.
During the presentation of the TAG Heuer Connected Super Mario watch in California, TAG Heuer CEO Frédéric Arnault talked about the product and the relationship with Nintendo (a name that wasn't really associated with the launch of the watch). Mr. Arnault is young, in his 20s, and he also faces the task of making TAG Heuer even more appealing to the youngest generation of modern consumers. I think he was somewhat surprised by how some of the more traditionally minded watch consumers reacted to the Super Mario watch online - but he was reassured by the fact that the entire batch of 2,000 watches sold out so quickly. He certainly wants to please the audience, but I think he quickly realizes that when it comes to passion (which drives design and purchasing behavior in the luxury sector), there cannot be love without at least some hate from the other side of the spectrum. TAG Heuer, like many other luxury watch manufacturers today, faces the complex task of simultaneously releasing different products that appeal to completely different segments of the luxury consumer ecosystem. This almost guarantees occasional disputes over product reactions. As I constantly recommend to brands: When it comes to responding to opinions and comments online, their task is only to clarify if someone is posting misinformation. There is no need or value in responding even to individual emotions that people share with the general public (often in poor taste).
Mr. Arnault also reminded me that in addition to this special limited edition Super Mario Limited Edition Connected model (with unique Super Mario branding and colors), the Super Mario software skin will soon be available for all TAG Heuer Connected products - not just the Super Mario Edition. Moreover, the collaboration with Nintendo allows them, if desired, to go much further and develop more software skins, as well as other versions of Connected (and possibly even other products) dedicated to Nintendo characters. After all, now is the era of “collaborative watches.”
I just want to remind you that the 45mm wide steel case is very comfortable and comparatively thin compared to previous generation Connected watches. The watch comes with a quick-release strap system, and the Super Mario Limited Edition version includes a leather strap with a black and red rubber lining as shown in the photo, as well as a perforated red rubber strap that looks a bit sportier.
Compared to other luxury smartwatches, the current generation TAG Heuer Connected probably seems the most luxurious. The polished case elements and sapphire glass look much better than many competitors. The screen is also very bright and clear. Unlike Vertu phones (which looked great but always had the latest generation technology), TAG Heuer Connected have more or less modern smartwatch hardware (considering their software platform), but they have an elegant case and bracelet with Euro design and high-end branding. I think this type of product makes a lot of sense as a side division of the larger TAG Heuer brand. But, on the other hand, I also think TAG Heuer should return to producing other products such as eyewear and clothing.
The watch itself runs on the Google Wear OS operating system, which means these watches will work best with Android-based phones (though they will work with iPhones as well). The watch features all the usual smartwatch features and systems, including a heart rate monitor, which was introduced for this generation of Connected. I find the TAG Heuer Connected X Super Mario Limited Edition smartwatch to be an interesting product that is pleasant to wear. Partly, this is because I have a personal childhood story related to this theme, and I wouldn't blame those who don't know for not being excited about this product. I'm also interested to see how TAG Heuer will further develop the Super Mario and Nintendo relationship.
The price of the TAG Heuer Connected X Super Mario Limited Edition watch is $2,150 USD. More detailed information can be found on the TAG Heuer website.