Following the bold moves of luxury icons like Prada, Armani, Ferrari and Lamborghini, Swiss watchmaker TAG Heuer has announced its plan to develop a series of luxury mobile phones. The target launch is in the 2nd half of 2008.
TAG has licensed its name to French customized design manufacturer, Modelabs, to make this grandiose ambition a reality. While there’s no word yet about the design, TAG CEO Christophe Babin claims it will be “technological,” “contemporary,” and ironically, “timeless” just like its expensive watches.
Although it is too early to talk about its advertising campaign, I’m guessing TAG will exploit its upscale reputation in sports timing and maximize the role of its endorsers like Tiger Woods, Maria Sharapova, F1 driver Kimi Räikkönen and Uma Thurman in this new endeavor.