Yes, Apple has The smart watch market is now emerging.When it comes to them, no one can touch them market share. Not Samsung.Not even Google.

However, even though both companies are betting on their new Wear OS (now just wear), in order to overthrow Apple, TAG Heuer unswervingly insisted on its creation smart watch For those who prefer more traditional luxury watches. Until now, that’s it.

Now, thanks in large part to the brand’s CEO Frédéric Arnault, an avid gamer, Tag has pimped it connected Wearable to Super Mario Limited Edition Smart Watch (USD 2,150, Available on July 14), and has an animated version of the plumber built into various parts of its UI.

Although such a move may seem like a strange collaboration for a Swiss luxury watch brand, there are many factors at work here.The first is that the average age of gamers now is 35, Is older than most people think, and this is combined with the age range of luxury goods, which traditionally are also older. Second, high-end watches with computer game characters are nothing new. For example, now, if you have $17,000 in free money, you can buy RJ’s Moon Invader Space invaders Popular watches.

The third and key reason for this Tag X Nintendo smart watch game is Arnault himself. The 26-year-old Bernard Arnault’s son briefly surpassed Jeff Bezos to become the world’s richest man in December 2019 and became the chairman of LVMH. To some extent, He is the youngest watch CEO in Switzerland. Before assuming the highest position in Tag, he joined the company in 2017 and was responsible for overseeing the development of the Connected smart watch, which is still his treasure.

Two years ago, Arnault discovered a potentially savvy partnership and started discussing a joint project with Nintendo, while he was still leading the Connected department. “Contacting Nintendo is my idea,” Arnault said. “I’m a Mario fan. Play Mario Kart And my brothers? It did happen. We believe that it is important to incorporate some gamification into Connected’s fitness experience. Connected is a product that should have an impact on people’s behavior and life. Instead of trying to build this gamification yourself, it’s better to find a partner for this. “

And some physical design clues on the new Connected, such as the bezel scale, buttons and crown logo, full of Mario’s famous red hat paint color, the buckle is engraved with an “M”, and a super mushroom, Pipe and Super Star is located at 3 o’clock, 6 o’clock and 9 o’clock respectively. For this version, two versions of Heuer 02 dials were designed. One uses Super Mario’s iconic red and blue, and the other uses a more traditional dial with a subtle red touch.

However, when you reach your fitness goals throughout the day, Mario watch face animation may unlock fans. When you reach 25%, 50%, 75%, and 100% of your daily steps, different animations will be played, which Tag said was inspired by the Easter egg game.

Currently, this interactive Mario dial is only pre-installed on the TAG Heuer Connected Super Mario Limited Edition, but Tag is considering using it in other versions of Connected at some stage.

As for whether the Mario mashup is too much for traditional Tag customers, Arnault is confident. “I believe, of course, this is a risk. But it is also very consistent with what we are trying to express with products. Connected watches are a digital product, and we are working with digital icons,” he said.

This story originally appeared in Wired UK.

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