The Swiss watchmaker TAG Heuer has now become a mobile phone maker. Tag Heuer had employed ModeLabs, the French company renowned for making custom phones for MTV and Virgin Mobile, to design its new fad named Meridiist. A product of Swiss engineering prowess, the 430 components of the cell phone had been hand assembled. The choice of material for Meridiist has been inspired by the stainless steel and leather that goes in the making of TAG Heuer watches. The back of the phone is especially conspicuous with its crocodile skin wrap. The dual displays of the Meridiist are made from scratch resistant 60.5 carats of sapphire crystal glass. The other features include 2-megapixel camera, MP3 player, 2GB storage capacity, 7 hours of talk time and 28 days of stand by time. It now remains to be seen whether the $7000 Meridiist could win the hearts of the style conscious uber-rich.