The Swiss brand that has fairly recently stepped into the niche of high-tech gadgets for the very wealthy customers, us going to soon start selling its TAG Heuer Fuchsia MERIDIIST GMT luxury mobile phone featuring skin of Acrochordus arafurae aquatic snake. Although I have a feeling that investing some serious cash into a piece of technology that will become obsolete by the next Labor Day is not the wisest way to spend your money, these sort of artifact are not about wise financial decisions: there here for you to tell the world that you just don’t really care about such mundane and lowly things as money (’cause you have plenty of ’em, you know.)
It is always like that in the jewelry and watchmaking business: find a material, which is present in abundance, find an uncommon use for it and sell it at a premium price.
The young watchmaking brand Hublot, which is especially notorious for its experiments with high-tech materials, does that with carbon fiber and Nomex like it was the case with, for example, this gorgeous Hublot King Power Ayrton Senna limited edition wristwatch that, while clearly not the first model that comes to mind when you are searching for something stylish and innovative, still makes a very strong impression on a person who isn’t immune to this sort of blending high-tech and tradition.
Or you can look at another example of this approach: Ulysse Nardin, which is a great deal older and doesn’t need to shock the public to get extra PR, successfully mixes materials on a much higher technological level using silicium to improve accuracy of their expensive timepieces like, say, the highly sought-after Sonata Silicium alarm wristwatch.
TAG Heuer did this with a skin of an Acrochordus arafurae water snake trying to impress you into buying an accessory that is double-impractical: an ultra-expensive mobile phone that will have its hardware obsolete in a year or two, which is clad in material that is not that great at withstanding constant abuse of being taken off and thrown into a lady’s purse.
While indigenous people of Australia simply eat the creatures and local tribes of New Guinea make drums out of their skin, guys at TAG Heuer decided to use the material as a back cover of a mobile phone.
The gadget, which is called TAG Heuer Fuchsia MERIDIIST GMT, is still to be officially revealed and its price is still to be announced, but I suspect that they will sell the phone at a price of a whole river full of the ill-fated water snakes.
According to the company, the phone’s specs include a QVGA sapphire crystal main display, a secondary OLED screen, and a 2-megapixel camera.
The phone is made of 316L stainless steel, which is also quite common in the watchmaking industry.
This is not the first time that TAG Heuer uses a skin of an exotic animal as a back cover: a couple of years ago they sold the Meridiist with a crocodile skin and now they have models that feature skin of alligator, lizard, and python.
Photos: TAG Heuer