Limited Edition Super Mario Smartwatch - $2,150

Nintendo and TAG Heuer Announce a Surprising Collaboration

Observers of Nintendo’s business practices are well aware of the company’s historically strong protection of its intellectual property. This careful approach has likely prevented the market from becoming oversaturated with low-quality merchandise featuring iconic characters like Mario.

However, Nintendo’s stance appears to have evolved in recent times. The company is now demonstrating a greater willingness to engage in brand partnerships, a strategy it previously avoided. This shift has already resulted in a variety of new ventures, including mobile games and a dedicated theme park.

Introducing the Limited-Edition Mario Smartwatch

Today marks the unveiling of a particularly unexpected collaboration: a partnership between Nintendo and Swiss watchmaker TAG Heuer, renowned for its luxurious and costly timepieces. This “long-term collaboration” begins with a limited-edition smartwatch, featuring Mario, produced in a run of just 2,000 units. The retail price for this exclusive item is $2,150.

A significant price difference exists between the TAG Heuer Connected smartwatch and the more accessible hardware offered by Nintendo, such as the Switch console. Specifically, the cost of a single Mario-branded smartwatch could purchase six of the latest OLED Switch models. Alternatively, it equates to the price of five Apple Watch Series 6 devices.

The watch itself is aesthetically pleasing. Considering its price point, ownership is likely to be exclusive, as few individuals will possess this particular model. Unlike traditional, enduring analog watches, smartwatches have a limited lifespan, a factor to consider. The device features animated Mario characters that appear throughout the day as fitness goals are achieved.

Technical Specifications and Design

This special edition watch is fundamentally a redesigned version of the TAG Heuer Connected, a Wear OS device initially released last April with a $2,000 price tag. The original timepiece received praise for its build quality, consistent with the company’s reputation. This version incorporates design elements such as a Mario “M” on the watch face, red accents, and a matching red rubber strap, alongside a black leather strap option.

The watch case measures 45mm in diameter. It is powered by a 430 mAh battery, which TAG Heuer estimates will provide between six and 20 hours of operation, depending on usage patterns. This battery life is supported by integrated GPS functionality and a heart rate monitor.

The smartwatch will be available for purchase starting July 15.