Wikipedia reminds us that the very first Mario Kart game was released in 1992 and sold almost nine million copies.
Those nine million people, and their friends, probably first encountered the game in their teens, so they are approaching their fifties today — a perfect cohort for premium Swiss watchmakers to target — which may go some way to explaining TAG Heuer’s partnership with the game and its iconic art.
That, or the brand wants to tap into today’s gamers as it expands its customer base into younger demographics.
Mario Kart is taking up residence on two new Formula 1 chronographs from TAG Heuer, the second round of collaboration timepieces with Nintendo after the launch of a Super Mario version of the Connected smartwatch.
“We are excited to reveal the two latest pieces born from our collaboration with Nintendo. The TAG Heuer Formula 1 X Mario Kart Limited Editions (Chronograph and Chronograph Tourbillon) expertly mix fun gaming references that will delight fans of Mario Kart around the world, with refined and high performing timekeeping,” says Frédéric Arnault, CEO of TAG Heuer.
“The spirit of the TAG Heuer Formula 1 collection was the perfect match for mechanical Mario Kart limited editions, thanks to its modern and playful personality, driven by speed and friendly competition. The two timepieces are designed for lovers of fine watchmaking who have kept their fresh, fun outlook on life.”
TAG Heuer has chosen to go with mechanical movements in these homages to digital adrenaline junkies.
The less expensive of the two, made in a limited run of 3,000 pieces, is the TAG Heuer Formula 1 X Mario Kart Chronograph, a 44mm steel watch housing the automatic Calibre 16 movement.
It has the Mario Kart logo inscribed on a black polished ceramic tachymeter bezel; its crown, etched with Mario’s M symbol, is set into red lacquer; the Mario Kart logo is engraved on a closed steel case back; Mario in his kart sits in the seconds subdial at 9 o’clock while an aperture at 3 o’clock scrolls through features from the game including Easter eggs, Bullet Bill, the Banana and more instead of the date number.
Higher up the horological totem pole is the TAG Heuer Formula 1 X Mario Kart Limited Edition Chronograph Tourbillon, limited to just 250 units, which comes in a substantial 45mm titanium case housing the automatic Calibre Heuer 02T movement with a Mario Karet-themed rotor, visible through an exhibition case back.
It has a similar bezel and crown to the regular chronograph, but its dial is a dramatic black and red skeletonized affair with Mario, Shiny Shell and Bullet Bill revolving with the tourbillon at 6 o’clock.
Both go on sale on October 20 direct from TAG Heuer boutiques and its website plus select retail partners.
The Chronograph is priced at £3,550 while the Tourbillon costs £21,250.
