Gadget review: Tag Heuer’s Meridiist II is a gem of a phone

Tag Heuer's updated version of its phone, the Meridiist II, is thinner, lighter and more powerful than the original model.

Tag Heuer’s Meridiist II. Courtesy Tag Heuer

Back in 2008, the Swiss watchmaker Tag Heuer unveiled its first mobile phone.

The Meridiist was, the company said, the first and only Swiss-engineered mobile phone in existence — perfect for those looking for something well-designed and exclusive.

Now, Tag Heuer has introduced an updated version of its phone, the Meridiist II, which is thinner, lighter and more powerful than the original model. Other new features include two Sim card slots and a 24/7 concierge service.

The Meridiist design is inspired by the Tag Heuer Monaco, the square-shaped racing chronograph made famous by the actor Steve McQueen in the 1971 film Le Mans. As well as having the high-end finishes of a Tag Heuer watch, the mobile also incorporates "the finest materials of horology, artisan expertise and avant garde engineering", the company says. It also has the latest in telephone technology.

Built in France, the hand-assembled phones are composed of more than 400 mechanical components.

Sapphire crystal, used in the first edition of the phone, features more extensively in the updated model, extending from the display screen to the keypad base.

Sapphire crystal is valued for its exceptional hardness, meaning that it is very difficult to scratch. Indeed, a total of 103 carats of unscratchable sapphire crystal is used in the Meridiist II.

Its double battery life delivers seven hours of talk time, 28 days of standby and 15 hours of MP3 playback.

There are 10 covers to choose from. These include: high-grade calf or alligator skin; polished PVD; satin-brushed and polished 316L stainless steel; and scratch-proof smoked sapphire crystal.

Tag Heuer is betting that the more rounded form of the Meridiist II will make it particularly attractive to women. Indeed, models in pink alligator and sapphires, diamonds and white alligator, and rose gold are all expected to appeal in particular to the ladies.

Owners of the Meridiist II also have the option to personalise their phone with laser engraving on a second battery cover.

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How much will one of these babies cost me?

Prices range from Dh19,000 to Dh70,000.

And where can I pick one up?

The Tag Heuer Meridiist II is available at all Tag Heuer boutiques in the UAE, at Ahmed Seddiqi & Sons stores in Dubai and at Al Manara stores in Abu Dhabi.

A phone with a concierge service sounds pretty cool. What exactly does that get me?

It is an around-the-world, round-the-clock service at the touch of a button. If you want to get tickets to a sold-out show or an impossible-to-get reservation at the city’s best restaurant, then “Just ask and it is yours”, promises the company.

By the way, you said one of the coverings was PVD. Is that a typo? Did you mean PVC?

No. PVD stands for physical vapour deposition – a thin film coating, usually black, that improves the properties and performance of machine components. It’s been used for ages in military applications and is intended to reduce wear from friction on metal parts. Other industries have started using the technique including the tooling industry and Formula One racing. The watch industry has also got in on the act because a PVD finish won’t wear off and almost eliminates reflective glare. Indeed, it is the long-lasting resistance that is a big part of PVD’s appeal.