SimplyAbuDhabi XII

3 6 9 S I M P LY A B U DH A B I T he TAGHeuer brand, thanks to fine products and omnipresent, high-calibre advertising, is iconic worldwide. It’s associated with a hyper-mobile international elite. TAG Heuer was established in 1860 and has produced avant-garde timepieces ever since. A TAGHeuer product is both a mark of status and wealth and also the result of the finest micro mechanics and high engineering. The company is not restricting their pioneering craft to watches alone, and they have branched out into high quality mobile phones. The first incarnation of the Meridiist was launched five years ago in 2008 but it failed to foresee the big changes in mobile phones, namely smart capabilities and touch screens. Down the track, everything has changed. The Blackberry, which once reigned supreme, has dipped sharply in popularity. With the newMeridiist II, the iconic communication instrument has been made thinner, lighter and more powerful. The designers have refused to follow the trend of smartphones and have pitched a phone instead at the customer who is smartphone connected but who wants a slick, long-lasting phone (an additional phone, remember) that’s perfect for making long calls and texting. It is aimed at resisting faddish, fast-outmoded phones in favour of a timeless model that performs well and reliably. It pushes performance and prestige to the next level. Two SIM slots are included for maximum connectivity. Customers can access an exclusive round-the-clock concierge service at the press of a button. It’s made of luxury materials, including alligator leather and gold. Women can opt for pink alligator, sapphires, diamonds, and rose gold. The screen and keypad are made of sapphire crystal, an unscratchable material precious for its hardness, light transmission and stability across a range of temperatures. The larger borderless screen in and backlit keys make for at- a-glance easy reading. Screen options include white silver illumination, which is legible in even the most intense sunlight. This is the phone to have connected to your private line. It sets a new standard for luxury design, channelling 150 years of Swiss watchmaking craftsmanship. High-end classic design and finishes of a luxury TAG Heuer watch are combined with the best materials, artisan expertise and avant-garde engineering, and the leading-edge of telephony technology. There are 400-plus mechanicals components crafted from high quality materials. It was inspired by the company’s Monaco watch, a radical, square-shaped racing chronograph worn by SteveMcQueen in the 1970s cult classic film, ‘Le Mans’. It became a must-have overnight. The fastest drivers in the world can now add a similar silhouette with distinctive contours. The new model builds on the strengths of its precursor, honed to meet the needs of the international traveller. It is thinner. It is lighter. It has a much larger screen, better resolution and new features. Dual time means two time zones can be displayed at the top of the screen. Double battery life affords 28 days of standby and 15 hours of non-stop music playing. Want to make sure your phone doesn’t get lost? Take advantage of the personalization service that allows customers to laser engrave their name on the second battery cover. “We have a high expectation with the new MERIDIIST II in the Middle East as we found that many of our customers are looking for a simple and elegant mobile phone,” says Serge Simon, General Manager of TAGHeuer Mobiles Middle East; “the Meridiist II is the essence of luxury in this category”. Smartphone use is growing in the Middle East, but what benefit can TAG Heuer expect? “We cannot compare the luxury market with the mass market. It is a very niche market with a high retail price positioning brought not only by the technology but mainly the material used, craftsmanship applied and specific services for our clientele like the Concierge service. TAG Heuer is number two in terms of market share with approximately 10 to 15 per cent and will continue to grow with the new launch of Meridiist II.”