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Yes, Apple has done it the smartwatch market is sewn right now. No one can touch them then market share. Not Samsung. Not even Google.
While these two companies are making a big bet with the new Wear Wear (just now Wear), In an attempt to destroy Apple, Tag Heuer has held fast to its strategy of creation smart watches for people who turn to more traditional luxury watches. So far, that is.
Now that Frédéric Arnault is an avid player for the brand’s CEO, Tag is his pimp Connected Super Mario limited edition smart watch ($ 2,150, available July 14), complete with an animated version of the plumber integrated into various sections of its interface.
While such a maneuver may seem like a strange collaboration with a Swiss luxury watch brand, there are more than a few factors at play here. The first is that today is the average age of a player 35, is older than most people would have guessed, and this is married to age groups with luxury products, which are also traditionally older. Second, high-end watches decorated with characters from computer games are not new. Right now, for example, if you have a spare $ 17,000, you can take RJ’s Moon Invader Space Invaders Pop clock.
The third reason for this Tag X Nintendo smartwatch play and perhaps the key is Arnault himself. At just 26 years old, the son of Bernard Arnault, who briefly passed Jeff Bezos in December 2019 as president of the LVMH to become the richest person in the world, is the youngest watchmaker in Switzerland. Before taking the main job at Tag, he joined the company in 2017 to oversee the development of the Connected smartwatch, and remains very much his baby.
Noticing the likely intelligent collaboration, Arnault began talking to Nintendo about the joint project two years ago as head of the Connected division. “My idea was to get in touch with Nintendo,” says Arnault. “I’m a fan of Mario. Playing Mario Kart with my brothers? It happens. We thought it was important to integrate some gamifications into the physical experience of Connected, which is supposed to be a product that will affect people’s behavior and lives. And instead of trying to build that gamification ourselves, it made sense to find a partner for that. “
There are also some guidelines for the physical design of the new Connected, such as the glass graduation, the buttons, and the crown logo. In Pipe and Super Star positions 3, 6 and 9, two versions of the Heuer 02 watch were created for this edition. One uses Super Mari’s iconic reds and blues, the other a more traditional watch face with subtle touches of red.
But it is sure to attract fans of Mario dial animations that are unlocked when you achieve your fitness goals throughout the day. A different animation is played when you play 25, 50, 75, and 100 percent of the daily steps, which Tag says is inspired by Easter egg games.
Right now, this interactive Mario clock is pre-installed in the TAG Heuer Connected Super Mario Limited Edition, but Tag is considering making it available in other editions of Connected at some stage.
To find out if Mario mashup is too many steps for customers with a very traditional label, Arnault is sure. “I think it was definitely a risk. But it also fits in very well with what we’re trying to say with the product. Connected Clock is a digital product, and we’re partnering with a digital icon, ”he says.
This story first appeared WIRED UK.
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