At the beginning of 2007 there have been rumors saying TAG Heuer, the Swiss luxury watches manufacturer, intends to produce mobile phones too, in collaboration with Modelabs Group. There have also been images of what the TAG Heuer phones may look like, but those image showed nothing but watches and were in fact mock ups.

Now TAG Heuer announced officially that they will indeed enter the mobile phone market by signing an exclusive worldwide licensing agreement with Modelabs, originator of the "Mobile On Demand" offer, to create and distribute high-end "tailor-made" handsets under the TAG Heuer brand.

The mobile phones created with the TAG Heuer signature will feature the advanced design and excellent functionality that come with all TAG Heuer products. Teams of designers and watch developers were assigned to the mobile project to deliver an exhaustive range of handsets and related accessories.

"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, Chief Executive Officer of ModeLabs Group. "Like the precision instruments made by the Swiss manufacturer, TAG Heuer mobile phones will feature impeccable finishing and brand-specific functions."

TAG Heuer recently introduced different innovative watchmaking concepts (like the Calibre S for example), evidencing the brand's ability to create avant-garde technology products. Jean-Christophe Babin, TAG Heuer's CEO, said that the company has "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."

There is no info on how the future TAG Heuer phones will look like or what features they will pack, but the first handsets will be commercially available in the second half of 2008. Most probably for exclusive prices, suitable for such exclusive phones.