TAG Heuer’s MERIDIIST mobile communication instrument

TAG Heuer is best known for its exclusive watches and involvement in time-keeping and sponsorship of elite sporting events, so it’s a logical step for the company to move into the mobile telephone area now that a lot of people are dispensing with their wristwatch and monitoring the hour of day with their phone. The result is the MERIDIIST, a communication instrument that is the culmination of all the company’s experience and “the complete modern expression of everything for which TAG Heuer stands”. Apart from top-shelf everything, a stunning visual impact, master craftsmanship, remarkable battery life and superb acoustics, it’s just like any other mobile phone. Oh, except for the dual display screens and the TAG Heuer switch, which allow for discreet checking of the time and call management in meetings, and then there’s the …

While the MERIDIIST isn’t likely to compete with the iPhone for features, it is a remarkably high-quality telephone in every respect and just as a TAG Heuer watch doesn’t keep time any more accurately than your Swatch, that’s not what the MERIDIIST is about.

It’s about quality and craftsmanship and like all mobile phones, largely a reflection of who you are, your values, your status ad infinitum. Accordingly, the MERIDIIST puts you the uber-exclusive bracket.

The press release for the MERIDIIST follows:

TIME IN YOUR HAND Time is something that can never be possessed. Yet it is something that can be mastered, as the history of TAG Heuer shows. Step by step, always at the very limits of the possible, we have split time into ever more precise increments, and expressed our technical breakthroughs in chronographs of the highest prestige and quality.

Now the challenge has extended from the mastery of time to the mastery of communication. The result is the MERIDIIST, the communication instrument that is the culmination of all our experience, gained with unwavering commitment to the principles of perfection since 1860, when Edouard Heuer opened his first workshop high in the Swiss mountains. The MERIDIIST is the complete modern expression of everything for which TAG Heuer stands. As the first instrument of its kind ever made by a Swiss watchmaker, it is a true piece of avant-garde engineering, one that will give its owner a unique quality – the ability to put the same faith and pride into communication that they do into timekeeping.

But the MERIDIIST goes even further than this. Through the use of two unique design features – the dual display screens and the TAG Heuer switch, which allow for discreet checking of the time and call management – it endows its owner with the ability, for the first time, to use their communication instrument in the elegant and refined manner befitting of their true personality.

TIME FOR QUALITY In an era when technology is advancing at such a rate that new products are forced into obsolescence at astonishing speed, one key question presents itself: How can a communication instrument attain classic status?

The MERIDIIST provides the answer, by adhering to a belief that is intrinsic to the DNA of TAG Heuer. Put simply: there is no substitute for quality.

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