While they may be amongst the most popular watches in the world, the Tag Heuer brand is about to be launched onto the mobile handset arena in 2008. Following in the footsteps of the likes of Prada, Levi and Ferrari to name but a few, Swiss watch maker Tag Heuer Phone have licensed their brand name to French mobile phone handset manufacturer ModeLabs. So what can we expect?
While the area of branding a mobile phone handset on a non-phone company can be very difficult and risky, Tag Heuer have taken care to choose well. It was ModeLabs who recently worked on the popular Levi mobile phone handset, a product which was well received by the markets, retained the high quality associated with the brand name and retained elements of the Levi makeup. It seems that Tag Heuer Meridiist have decided to release a whole portfolio of handsets under their brand name, with the first rumoured to be launched in the second half of 2008. Are Tag Heuer taking a risk?
There are always risks when you look to cross market a brand name into new markets and new territories, but ModeLabs have shown that they are well capable of producing luxury Tag cell phone which fully reflect the underlying quality of the brand. It has also become a very useful form of additional income for companies, as well as pushing their brand names into the headlines. So will ModeLabs have control of the product?
As with any of the other recent brand name handset launches, the underlying companies will keep very close control of the look, feel and functionality of the product. After all it is the company who have built up and retained the brand over the years, and they know better than anyone how the product should be delivered and their market audience.
While none of the big brand handsets have “failed” as such, there are risks associated with cross selling, but until now the quality has been sufficient to see of rumours of profiteering. Who will be the first to fail? Will it be Tag Heuer? Highly unlikely, but you just never know......
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