How to get the TAG Heuer Super Mario-themed luxury smartwatch in the UAE

Let’s-a go!

TAG Heuer and Super Mario have teamed up for a limited-edition timepiece featuring the perennially popular Nintendo character.

The watch, priced at AED 9,200, is part of TAG’s luxury smartwatch line Tag Heuer Connected, combines a chronograph-inspired timepiece crafted in TAG’s signature watchmaking tradition with a state-of-the-art, custom-designed digital experience geared towards performance, which all and all combines to a striking and versatile wristwatch built to enhance the wearer’s individual lifestyle, from daily connected services to immersive sports experiences.

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

Generations of gamers have grown up with Super Mario, with more than 370 million Super Mario games sold worldwide since 1985. Since the first Super Mario Bros. game launched in Japan in 1985, Super Mario – with his red cap and blue overalls – has become recognised the world over.

“For this collaboration with Nintendo, Super Mario instantly came to our minds,” says Frédéric Arnault, CEO of TAG Heuer. “And it’s not just his international and intergenerational appeal that clinched it. Mario is the ultimate super-active character whose perseverance and tenacity get him out of every situation. And what better than the TAG Heuer Connected to give life to this iconic character and encourage users to team up with Mario to get out there and be more active? The TAG Heuer Connected is the perfect companion for a connected life and every active person’s best friend. With this Super Mario limited- edition smartwatch, they can add a bit of fun and originality to their activities.”

Super Mario, of course, or Mario to his friends, needs little introduction. He is the world’s most famous plumber, tackling such plumbing issues as ‘giant fire-breathing vine monsters’, ‘angry sentient mushrooms’, as well as spiky turtle lizards with diplomatic immunity who often come up through the pipes to steal his girlfriend, who they then proceeds to hide in a castle with what seems like very poor ventilation and likely no air conditioning of any kind. He rarely gets paid for his plumbing work, instead collecting gold coins he finds after hitting his head on bricks that he finds floating about. A doctor who only practices intermittently, he also has a semi-professional career in kart racing, tennis and golf, a true renaissance man from a bygone age.

His rather active lifestyle makes him the perfect brand ambassador for the TAG Heuer connected, as his rather actie lifestyle as delineated above, combined with his upbeat and active personality is built to encourage wearers of this smartwatch to enjoy moving too. The watch dial becomes livelier and more animated the more the wearer is active, this edition of the TAG Heuer Connected changes as its user makes progress, as a way of keeping active throughout the day.

The animations are based on the gamification rewards system: Mario greets you with a welcoming salute in the morning and as the day progresses and you rack up your step count, you unlock rewards at each stage of your daily target – 25 percent, 50 percent, 75 percent and 100 percent – a different animation plays out on the dial.

The watch is not a normal TAG Heuer Connected, as the limited-edition comes packed with exclusives, both in the digital experience it delivers, and on the watch itself.

The interface has been completely redesigned in the Super Mario colours, with faces that have been reinterpreted with Super Mario special versions, as well as four dials revisited to include special details associated with Super Mario.

The Timekeeping watch face was reskinned using the retro elements from the 1985 version of Super Mario Bros. with Mario all in pixels. There are also 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. Lastly, the Orbital watch face had its neural network replaced by Super Mario’s iconic elements rotating in a beautiful and mesmerizing movement.

The bezel graduation, push buttons and crown logo were filled with Super Mario’s famous red cap’s lacquered colour. The bezel also 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 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 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.