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. The thrill of crossing the 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. Thousands achieve the same adrenaline rush associated with these activities through video games every day. For some, it’s the thrill of adventure, diving, or driving embodied on their wrist, but, these experiences aren’t limited solely to watches. ![]() They give us a special feeling that our day-to-day lives don’t provide. It is part of why many of us love watches. 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. ![]() There is a certain amount of nostalgia inherently associated with watches, and brands like TAG Heuer are acutely aware of this.
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