Focused on power consumption and ease of use we designed a new interface to allow the caller’s ID to be discreetly readable while your phone stays in your pocket. By pushing the TH button your caller is put on hold.
The design of the 2nd screen is also a homage to TAG Heuers stopwatch history in particular the first digital stopwatches designed by Richard Sapper in the 1980s.
CHALLENGE & OPPORTUNITY
TAG Heuer has 150 years of history and there were various obstacles to overcome to prove that design could deliver a long-lasting and innovative contribution to the mobile phone segment.
The project started from a white sheet of paper and over the course of three years we developed a design and functionality which both respect the brand’s heritage and also delivers an innovative high-end contribution to a mass market category.
The Meridiist has been very successful and its focused design, functionality and build has outlived many plastic phones which have ended up in storage since.
WHAT MAKES A GOOD TOOL?
Simplicity. Think about the saw, hammer or screwdriver. Their whole being is focused on doing one thing very effectively. With that, they outlast the multi-use tools which we pick up, use briefly, then discard. When we designed the Meridiist, the philosophy behind great handheld tools was our inspiration.
JUST A GREAT PHONE
The Meridiist, launched in 2007, is not for surfing the web or for playing 3D games. The focus of this tool is on voice communication; it’s a telephone, after all. Perfecting this single function allowed us to focus on efficiency and longevity.
With a month’s worth of power reserve it will easily outlast the competition. While generations of inferior plastic phones will come and go, it will carry on working perfectly and looking amazing, delivering exceptional quality for many years to come. It‘s built to last.
A phone is a hand held tool. As such it cannot be developed on a screen, it needs to be held and it needs to be felt. In our workshop we developed a variety of different shapes and forms, some to check the sculptural shape and ergonomics, and the later ones with the actual weight incorporated to check the heft in one’s hand. The end result sits as well in your hand as it does in the pocket of your jacket. We all rely on CAD and Computers, but sometimes you just cannot beat the handmade model.
So many of today’s plastic technological products look good out of the box, then age quickly and poorly, soon to be replaced for cosmetic rather than functional reasons. Instead of creating disposable objects destined for landfill, design should aim to create products which get better with age. Choosing the right materials will extend the lifespan of products, and with the Meridiist we used stainless steel; amazingly enough, it was the first time it had been used to create a full keyboard.