Good tools have a clear purpose

The iconographic saw or hammer are singular minded objects, doing one thing very well and with that outlasting the multi use tools which we pick up in the supermarket. The philosophy of great handheld tools were our inspiration and our desks had Heuer stopwatches and hammers with compressed leather handles lying next to each other to design the best voice phone possible.

the Meridiist is neither great for surfing the web nor playing 3D games, but it outlasts its competition with 1 month worth of power reserve and will still work to perfection once its plastic competition has been replaced after one year with another plastic toy.
Like a great record player it delivers perfect quality for many years to come 

The focus of this tool  is on voice communication.
By focusing on efficiency and longevity and by introducing a smaller less consuming 2nd screen – we achieved a power reserve of nearly 1 month.

 		  
 



2nd screen
Focussed on power consumption and  ease of use we designed a new interface to show callers id discreetly readable while your phone stays in your pocket.
By pushing the TH button you caller is put on hold.

The design of the 2nd screen is also an homage to TAG Heuers stopwatch history in particular the 1st digital stopwatches designed by Richard Sapper in the the 80s.
Balance

A phone is a hand held tool. As such it cannot be developed on  a screen it needs to be held it needs to be felt. In our workshop we developed a variety of different shapes and forms, some at actual weight, some just to check the sculptural shape and ergonomics. The end result sits as well in your hand as it does in the pocket of your jacket.

We are all for CAD and Computers, but sometimes you just cannot beat the handmade model.		  


 		  
  Longevity

Stainless steel used for the 1st time to create a full keyboard.
Creating products which get better with age. So many plastic products today looks stunning out of their package but age disgracefully when used – often to be replaced for cosmetic rather than functional reasons. Design has to extend the lifespan of products not reduce it by bad choice of materials not fit for its use.
 

Challenge and opportunity

TAG Heuer has 150 years of history and there were various obstacles to overcome for us to proof that design could deliver a long-lasting and innovative contribution in the mobile phone segment.
The project started from a white sheet of paper and over the course of 3 years we developed a design and functions which both respect the brands heritage as well as an innovative high-end contribution to a mass market category.
The Meriddist has been very successful and its focused design, functionality  and build has outlived many plastic phones which ended up in storage since.



TAGHeuer mobile homepage
 
 
Black PVD coated version,
- we designed a collection of over 20
Other Mobile Phones
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CHRISTOPH BEHLING DESIGN
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