Tag Heuer, in partnership with modelabs, is releasing its very own cellphone. This is the first time that a luxury watch maker has decided to enter the mobile communications industry.

The phone is swiss engineered, and is hand assembled from 430 components. The phone also features unscratchable sapphire displays, a 2.0 megapixel camera, mp3 player and wireless bluetooth technology, with a choice of a leather, croc skin or rubber finish.

The phone is scheduled to be released at all Tag Heuer boutiques in mid September. Find out more about the phone here.