Watch collectors certainly enjoy a great novelty now and again, especially when there is a relevant pop cultural tie-in, which is what we have with the TAG Heuer Connected x Super Mario Limited Edition. Yes, this is the Swiss watchmaking meets Nintendo gaming crossover — with bonus legendary moustache — that everyone wanted but somehow never imagined. To begin with though, TAG Heuer loyalists (and high-end smartwatch observers) should bear in mind that the TAG Heuer Connected x Super Mario Limited Edition is essentially the third generation smartwatch that we have previously covered, and that you might recognise from the chronograph pushers. While there are digital exclusives to this 2,000 piece limited edition, there is no exclusive game content from Nintendo here, although we feel that there might be in future… maybe?

“The inspiration for this collaboration came from our desire to gamify and bring excitement to our new wellness application and Super Mario instantly came to our minds,” says Frédéric Arnault, CEO of TAG Heuer in the press notes announcing the new watch. He goes on to say that he wanted the can-do spirit of Mario to inspire people wearing the TAG Heuer Connected x Super Mario Limited Edition to get out there and be more active. Probably not the best thing to marry that vision with a crossover game then; this partnership involves the makers of the Wii hence we are hopeful that there will be some kind of active gaming option. TAG Heuer says that this watch is just the start of an ongoing partnership with Nintendo. A smartwatch that is also a gaming console? We have not seen the likes of that since the 1980s, an era some key people at TAG Heuer are fond of. 

• READ MORE: TAG Heuer Golf Connected shows LVMH plays the Long Game with Digital Strategy

So, what do we have here then, with the TAG Heuer Connected x Super Mario Limited Edition? For one thing, the watch face has been souped-up with interactive Super Mario versions, with the iconic character in different guises cheering you on as you hit your physical activity goals for the day. Some of these expressions only activate upon hitting the targets so you have to move that body to enjoy the whole TAG Heuer Connected x Super Mario Limited Edition experience.  It is worth noting that the Mario in use here is the 1985 version, pixels and all. Thus it has the same multi-era retro vibes permeating all manner of cultural products these days, from the MCU to the catwalk (as no one says anymore).

The TAG Heuer Connected x Super Mario Limited Edition is a physical product too, so there are immutable tributes to Nintendo’s most famous dude in overalls here. These can be seen on the bezel, the aforementioned pushers and the crown (all dressed up in Mario’s signature red). The still-massive 45mm case comes with two interchangeable straps both featuring the signature.

• READ MORE: TAG Heuer and Porsche Bind Carrera Heritage

Super Mario red colour: an elegant black leather on red rubber and a sporty alternative in matching red perforated rubber. It is available in stores now, and online of course, so get to grips with yourself. In fact, the website informs us that registration is required for the TAG Heuer Connected x Super Mario Limited Edition, which is not unusual for limited editions, so do look to the official website for more information (and helpful displays illustrating the watch’s changing skins).