News Wednesday, November 28th 2007
TAG Heuer (LVMH group), the fourth biggest luxury watch brand in the world, and ModeLabs Group, originator of the “Mobile On Demand” offer have announced the signature of an exclusive international licensing agreement to design, produce and market mobile phones under the TAG Heuer label. This is a world-first agreement between the field of mobile phones and that of luxury watchmaking. The first exceptional communication instruments bearing the TAG Heuer signature will reflect the functional excellence and advanced design characteristic of the Swiss watch brand. The latter has assigned its teams of designers and watch developers to this project for a full three years, thereby creating a full range of entirely “tailor-made” mobile phones and related accessories.
This agreement confirms the mutual commitments already made between the two companies in terms of joint research and development of a luxury mobile phone, and sets the seal on the work undertaken over the past few months. “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. 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,” says TAG Heuer CEO Jean-Christophe Babin. The commercial launch of the first TAG Heuer mobile phone is scheduled for the second half of 2008. (HH Journal) ■