Tag Heuer’s $2,000 Super Mario Smartwatch Is Ugly

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Tag Heuer’s $2,000 Super Mario Smartwatch Is Ugly
Tag Heuer's Super Mario Connected smartwatch
Image: Tag Heuer

We’re in a weird transition period with Android smartwatches, and that means you should be very careful about buying a Wear OS smartwatch right now—especially ones like the limited edition Super Mario smartwatch that Tag Heuer announced today.


Tag Heuer’s Super Mario Connected smartwatch is a whopping $2,150. For that price, you’re paying for exclusivity—Tag will only be making 2,000 of these. As for the Super Mario part, you’re getting subtle hardware touches like Mario-themed pushers and watch faces. According to Tag Heuer’s press release, there’s also a gamification system where you see special animations when you hit 25%, 50%, 75%, and 100% of your daily step goal. When the clock hits 3 p.m., Mario gets big with a Super Mushroom. He travels down a pipe at the 6 o’clock position, a Super Star at 9 o’ clock and climbs the Goal Pole when you hit 100%. Tag Heuer says this is inspired by the “famous Easter egg concept” that gamers go bonkers for.

But aside from the Mario theme, this is a fairly basic smartwatch. It’s got a 45mm case, it’s water-resistant up to 50 meters and lasts about a day on a charge. Since it’s a Wear OS watch, you’ll get the usual features like Google Assistant and access to the Play Store for third-party apps. Tag Heuer is also including its own Sport, Golf, and Wellness apps. There are also basic sensors, like a heart rate monitor, compass, and accelerometer. Luxury smartwatches have been around for a while, so it’s not like this is the first to overcharge for a name brand. Montblanc, Louis Vuitton—they’re all guilty of it.

But Google and Samsung announced in May that they were working on a new, unified version of Wear OS that will launch later this year. It was a massive announcement that will likely alter the smartwatch landscape. As far as we know right now, the first watches that are confirmed to feature the new unified platform will be two forthcoming Samsung Galaxy Watches. (If rumors are to be believed, we may get an official glimpse as soon as Aug. 11.) This likely means this limited edition Mario smartwatch will be running the current, soon-to-be-outdated Wear OS. Nowhere in Tag Heuer’s press materials does it say whether it’ll support an upgrade to the new platform. Gizmodo reached out to Tag Heuer to clarify these details, but didn’t immediately receive a response.