TAG Heuer’s Smartwatch Gets A Super Mario Edition Thanks To Nintendo

Watch brands are increasingly turning to unexpected IPs for imaginative collaborations, from a Budweiser-branded G-SHOCK to Audemar Piguet’s notorious Black Panther Royal Oak Tourbillon with Marvel. The latest is TAG Heuer, which has teamed up with Nintendo for a limited-edition Super Mario smartwatch.

The TAG Heuer x Mario Connected Watch Limited Edition adds a number of Italian plumber-inspired design cues to the Swiss smartwatch. A red Mario “M” is engraved in the watch’s crown, while mushroom, pipe, and star icons adorn the bezel. There are also a number of exclusive Mario-themed dial options to choose from, ranging from retro to modern Mario themes. But perhaps the most intriguing thing about the watch is the level of gamification it brings to the smartwatch activity tracking experience. Meeting your steps goals levels up Mario, triggering motivating animations from the world’s most iconic video game character that play out on the dial when you reach 25%, 50%, 75%, and 100% of your goal each day. The TAG Heuer x Mario Connected Watch is priced at $2,150 and is limited to 2,000 watches. It will go on sale on July 15 at select TAG Heuer boutiques and the brand’s website, where you can register your interest now.

Purchase: $2,150

Photo: TAG Heuer