Monday 25 March 2019

TAG Heuer MERIDIIST (2009)

Launched March 2009

A luxury watch can easily cost thousands of pounds, but a good quality luxury watch is a bit of an investment – with a bit of care it should last for decades and be every bit as useful as it was the day you bought it.

Alternatively, you could spend that sort of money on something else. And a decade ago, luxury watchmaker TAG Heuer came up with the idea that you might want to spend a similar amount of cash on a mobile. And because TAG Heuer can also make a pretty decent watch, they decided to use some of that expertise to come up with a phone.

So, starting at about £5600 in today’s money and going up to the equivalent of about £30,000 you could buy yourself a TAG Heuer MERIDIIST. A beautifully engineered and very striking device that also had the unfortunate problem that it was a pile of crap.

OK, we are probably being harsh. It was a beautiful pile of crap. Even a diamond-and-leather encrusted pile of crap. It was, in effect, an exquisitely designed device that gave about as much functionality as a £100 feature phone.

Even for a decade ago, the MERIDIIST looked obsolete. For a fraction of the cost you could have bought an iPhone 3G. With the money you saved... well, you could buy yourself a nice watch. A really nice watch.

Despite it being almost entirely useless, the MERIDIIST did seem to find a market with people who perhaps had more money than sense. These days you can pick one up second-hand for about £600 or so, which is still an expensive way to get hold of a pretty basic feature phone.

Image credits: TAG Heuer

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