Although Super Mario's 35th Anniversary celebration may be over, Nintendo is not stopping the collaborations for the industry icon anytime soon. The latest collaboration is a Super Mario-themed TAG Heuer smartwatch, featuring many nods and references to the classic video game series.

Mario is an instantly recognizable game character who can be found in many forms of merchandise. Once a tiny plumber just trying to save a princess in another castle, Mario has grown beyond the realm of games. For example, this year saw the opening of Super Nintendo World in Japan, a theme park that places guests right into a Super Mario game through its combination of interactivity and attractions, with a United States location currently in development. This TAG Heuer watch is set to be a classy way for fans to represent the gaming mascot.

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In a recent tweet, TAG Heuer unveiled its latest limited edition item, a Super Mario-themed version of its Connected line of smartwatches. Everything about the watch is inspired by the little Italian plumber. The digital watch face displays an animated Mario with a variety of other designs as well. The crown is emblazoned with the iconic Mario 'M,' and etched into the outer bezel are some classic Super Mario icons like the Super Mushroom, the Pipe, and the Super Star. The watch is not yet available for purchase, nor has a price been announced, but a countdown timer on the website for July 15 might be when more information is revealed. While the watch will likely not cost as much as this copy of Super Mario 64 recently sold for, it definitely is not going to be cheap.

It may be unclear at first, but the animations shown in the clip are actually those of the watch and not overlaid for the sake of the video. As users complete their activity goals throughout the day, certain animations will trigger. For example, at 25% or 3 o'clock, Mario will get the Super Mushroom and grow in size. Like the special Mario animations that appeared on Japanese trains earlier this year, it seems some of the animations here are unique for the watch itself.

What remains peculiar about this collaboration is its timing, as Nintendo has seemingly mostly moved on from celebrating Super Mario's 35th Anniversary. Sure, Nintendo can drop a product like this without necessarily a cause behind it, but it seems like a missed opportunity not to release this exclusive memorabilia to coincide with the big anniversary. With the watch likely also being pretty expensive, it begs the question what type of consumer this watch is for; at least if it was directly tied to an event, it would be more directly aimed at the collecting community. Nonetheless, it is awesome to see Super Mario expand into other mediums and products, like with the upcoming Illumination animated movie.

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