TAG Heuer (LVMH group),a brand watches, has signed an exclusive international licensing agreement with ModeLabs Group, the originator of the “Mobile On Demand” offer, to design, produce and sell mobile phones under the TAG Heuer label.

“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,” Stéphane Bohbot, ModeLabs Group CEO, was quoted as saying in a report. “Like the precision instruments made by the Swiss manufacturer, TAG Heuer mobile phones will feature impeccable finishing and brand-specific functions.”

The first of its kind between a mobile phone developer and a luxury watchmaker, the agreement will lead to the creation of the first batch of world-class communication instruments carrying the TAG Heuer signature. The products will bear testimony to the functional excellence and next-generation design expertise of TAG Heuer. For the project, the watch brand has assigned a team of designers and watch developers for a period of three years. The end result will be a complete range of fully “tailor-made” mobile phones and related accessories.

“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,” TAG Heuer CEO Jean-Christophe Babin, was quoted as saying in the report.

 

This agreement is also an extension of the mutual commitment already in place between ModeLabs and TAG Heuer to collaborate on the joint research and development of a luxury mobile phone. The commercial launch of the first TAG Heuer mobile phone is expected to be announced in the second half of 2008.