Tag Heuer, known for expensive watches, will soon be associated with luxury mobile phones that will be launched in India in April.

In terms of price, Tag Heuer mobile phones will be positioned at the top end of the market and cost about Rs 2,21,000. Switzerland-based Louis Vuitton Moet Hennessy (LVMH) group, which owns the brand, has decided to launch the phones in India at the same time as their global launch.

“It will be a very high-end luxury mobile phone and will be available at a starting price of Rs 2,21,717,” Marcus Stadelmann, LVMH Watch & Jewellery president for South East Asia, told Business Standard.

With the launch of Tag Heuer phones, LVMH, which also owns upmarket brands Fendi and Christian Dior, will come head to head against Nokia, whose Vertu lords it over the high-end luxury mobile handset market.

However, Tag Heuer phones will be priced lower than Vertu, whose cheapest model comes for Rs 3,15,997.

In India, the Tag Heuer mobile handsets will be available at Tag Heuer boutiques and select multi-brand retail outlets across Mumbai, New Delhi, Bangalore, Chennai, Ahemdabad and Kolkata.

“Such brand extensions are an obvious step in leveraging the equity of a brand… Going by the response Tag Heuer watches have received, we are evaluating more brand extensions,” said Manishi Sanwal, general manger, LVMH Watch & Jewellery India. (More)