TAG Heuer (LVMH group), the world leader in prestigious sports watches and chronographs and 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.
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.

“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,” said Stéphane Bohbot, ModeLabs Group CEO. He added, “Like the precision instruments made by the Swiss manufacturer, TAG Heuer mobile phones will feature impeccable finishing and brand-specific functions.”

TAG Heuer has recently distinguished itself by introducing several innovative watchmaking concepts (MICROTIMER, MONACO Sixty Nine, Diamond Fiction and most recently the famous Calibre S, all winners of the prestigious Geneva Watchmaking Grand Prix), thereby demonstrating the brand’s know-how and leadership in terms of products incorporating avant-garde technologies.”

“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.

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