There is a certain amount of nostalgia inherently associated with watches, and brands like TAG Heuer are acutely aware of this. Whether it be the romanticized art of traditional horology, or simply remembering the days when we didn’t have dozens of screens shouting alerts at us when we only want to know the time. It is part of why many of us love watches. They give us a special feeling that our day-to-day lives don’t provide. For some, it’s the thrill of adventure, diving, or driving embodied on their wrist, but, these experiences aren’t limited solely to watches. Thousands achieve the same adrenaline rush associated with these activities through video games every day. The thrill of crossing the [digital] finish line in a hypercar or knocking your friend out of first place with a red shell in Mario Kart is unrivaled in its ease and lack of true danger. While at first glance it may seem an unlikely collaboration, Swiss luxury watchmaker TAG Heuer and Japanese video game giant Nintendo partnered for the first time in 2021. Both are icons of their industries with well over a century in operation that has led them to become household names across a multitude of cultures. 

The first result of the TAG Heuer x Nintendo collaboration came in the form of the TAG Heuer Connected x Super Mario Limited Edition, which focused on the incorporation of video game-style achievements into the interactive fitness tracker with a touch of classic Mario-inspired features. The long-awaited second collaboration is here in the endlessly fun form of two limited-edition chronographs. The TAG Heuer Formula 1 x Mario Kart Chronograph and Chronograph Tourbillon are pure unadulterated playfulness blended seamlessly into the celebrated racing chronograph platform.