Home Brands Tag Heuer Itsa me! A cynical effort to cash in on Gen X/Millennial nostalgia...

Itsa me! A cynical effort to cash in on Gen X/Millennial nostalgia by placing a beloved character on an expensive smart watch!


TAG Heuer, a company that makes an acceptable and expensive smart watch call the TAG Heuer Connected, has slapped Mario onto its latest creation, birthing such a hell-spawned watch that even Peach herself couldn’t stomach friend-zoning the wearer.

I’m madder than King Koopa with a Goomba stuck between his teeth! Why can’t they leave Mario alone! The watch itself is a standard Connected with red band and signed crown and buckle. The watch also comes with clever little digital faces featuring Mario coming out of a pipe and doing whatever the hell Mario does when he’s not on the clock.

From the release:

The Timekeeping watch face was reskinned using the retro elements from the 1985 version of Super Mario Bros. with Mario, all in pixels. Also, two 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.

HyperFocal: 0

I mean look. This thing costs $2,150. It’s a solid piece, it’s a nice enough watch, and it’s nicely styled. But come on. Just because Nintendo will license the characters doesn’t mean you should take them up on the offer. The entire thing smacks of cynical nostalgia reaping and little else and the Venn diagram of TAG and Mario lovers basically looks like a pair of John Lennon glasses. Samsung could pull this off with a $500 smart watch. Whatever is going on here isn’t great and while it’s nice to see companies like TAG go a little wacky sometimes this ain’t it. Wow-weee!

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