TAG Heuer Racer Phone

I’m usually not interested in reviewing Android phones but when I got the opportunity to try out the new TAG Heuer Racer I jumped all over it. the TAG Heuer Racer is a luxury phone and although it runs Android I was more interested in the luxury aspect of the phone. Personally I don’t think anyone who considers buying a luxury phone like the Vertu or this TAG Heuer is really looking for the most technologically advanced phone in the market. If they were they’d pick up an iPhone 5 or Galaxy S III. People looking for luxury phones look for other things like materials used, quality of finish and exclusivity. With that idea in mind I decided to treat this review as an experiment. Would anyone notice the TAG Heuer phone?

First thing you’ll notice when you get the phone is how large the box is. Like buying an expensive timepiece the phone comes in a leather box that flips open to reveal the phone sitting inside. This leather box comes inside another larger box that has a bunch of drawers which contain the charger, headphones, manuals etc. The phone design is inspired by GT and F1 racing so the form and materials used reflect that. The phone I had for review used a high-grade nano-coated rubber and anodized aluminum but there are other versions of the phone which use either titanium, carbon fiber or rose gold. The Racer clearly looks like no other phone on the market.

I had the phone with me for a full week and whenever I took out the phone it always grabbed attention. It was a conversation starter, people generally were either curious to know what it was or surprised that TAG Heuer made phones. Everyone wanted to touch it and check it out and this was just the entry level Racer which uses aluminum and isn’t really that flashy. People did notice the phone and most will never see another one like it again. They’re rare and whoever is looking to spend this much on a phone will prefer it this way.

The price is whats going to keep the Racer out of the hands of the mass since they start at KD850 and can go up all the way up to KD1,500. If you compare it to a regular Android phone I guess it would be like comparing a high end Swiss watch to a digital one. Personally I wouldn’t pay this much for a phone but then again I’m not their target. It’s a different approach to phones and my guess is more and more luxury brands will be serving up their own takes on a luxury phone. If you’re interested, the Racer is available at the TAG Heuer stores in Avenues and 360 Mall.