TAG Heuer who is known for making luxury sports watches and chronographs has joined hands with ModeLabs Group known for ‘Mobile On Demand’ to launch an agreement to design, produce and market mobile phones under the TAG Heuer label.
This is the first time ever that TAG Heuer has come in the field of communication as it is best known for making advanced design characteristics of the Swiss watch brand.
The company has made a team of designers who have earlier worked for making the TAG Heuer brand under the three year contract to make a full array of ‘tailor-made’ mobile phones and its related accessories.
The two companies have already come together to merge research and development of luxury mobile phones and have already started working over the past few months.
Stéphane Bohbot, ModeLabs Group CEO stated, “Through this agreement, ModeLabs Group is confirming its mission to respond to the expectations of the most prestigious brands in the most exclusive fields, such as luxury watchmaking.”
He further continued, “Like the precision instruments made by the Swiss manufacturer, TAG Heuer mobile phones will feature impeccable finishing and brand-specific functions.”
TAG Heuer CEO Jean-Christophe Babin commented, “Thanks to this new luxury communication instrument, TAG Heuer is continuing to express its DNA, a combination of technology and design based on the same principles as the launch of its Avant-Garde Eyewear in 2002.”
Babin added, “The success of this line, already a world leader in high-end eyewear, has confirmed TAG Heuer’s potential as a global brand capable of offering contemporary, technological and timeless products in high-growth categories with strong potential such as luxury mobile phones. We believe that this second diversification will contribute to enriching the brand in terms of both image and added value.”
The new handset by TAG Heuer is expected to launch in mid-2008.