Luxury watchmakers are masters of precision, artistry, and mechanical ingenuity – those are the tenets that their businesses are built on. However, their expertise isn’t always confined to the wrist. Indeed, those skills have a lot of crossover into other industries, and so, over the years, some of the most renowned horological brands have stepped beyond traditional timekeeping, applying their craftsmanship to unexpected yet equally luxurious products, some more out there and unique than others. From high-end sunglasses to cutting-edge smartphones and even fine writing instruments, these ventures showcase the versatility and innovation that has been the backbone of the watch industry since its early days.
TAG Heuer experimenting with luxury smartphones
Synonymous with avant-garde watchmaking, as their motto proudly states, TAG Heuer decided to make the bold foray into the world of smartphones in 2008 with the Meridiist, a luxury mobile phone that combined Swiss craftsmanship with high-end technology. Wrapped in premium materials like stainless steel and leather, it even boasted a sapphire crystal screen—an overkill homage to the durability of high-end watchmaking.
Not keen to give up after just one try, TAG Heuer continued their venture into the realm of smartphones with the Link Phone and the Vertu-like Racer flip phone made of carbon fibre and titanium, positioning themselves as a purveyor of luxury beyond the wrist and in your hand. Despite their exclusivity and luxury materials, these phones struggled in the rapidly evolving tech market, proving that even the most luxurious craftsmanship has trouble keeping up when the respective industry’s innovation cycles are incredibly short. As a result, TAG Heuer’s expansion into the smartphone market ultimately failed, but it was still a bold move that deserves respect given the giants that they decided to go up against, and if anything, that is a window into TAG Heuer’s appeal as a watchmaker to this very day as they battle some of the biggest names in the industry at their own game.
Omega adding a horological touch to accessories
Best known for its Moonwatch, their rich Olympic timekeeping legacy, and supplying James Bond with his wrist-mounted timekeeping spy tools, Omega has also made their mark in the accessory industry with products such as sunglasses, bracelets, rings, cufflinks, fragrances, belts and key holders.
Perhaps the most notable of these accessory collections, Omega launched a line of sunglasses that reflected its watchmaking DNA in partnership with the Italian sunglass manufacturer Marcolin. Featuring designs inspired by the brand’s most famous timepieces, these sunglasses, just like other accessories such as their bracelets and cufflinks, incorporated elements such as brushed metal finishes reminiscent of Seamaster cases and engraved crown logos echoing Omega’s watch crowns and other nods to Omega’s famous watches. As with their sunglasses, partnerships have fuelled the brand’s expansion into these accessories, with Master perfumer Alberto Morillas even being the nose behind their fragrances.
Hublot make Monster sounds with their headphones
A brand that thrives on bold, disruptive designs, Hublot took an unexpected step into the world of high-fidelity audio when they decided to collaborate with Monster Headphones in 2013 to introduce a line of luxury headphones that embodied the same fusion of materials as seen in their watches.
Made of carbon fibre, aluminium, and premium leather, these headphones delivered both acoustic excellence and high-end aesthetics similar to what collectors have learned to demand of Hublot’s watches by boasting several nods to Hublot’s horological offerings, such as their signature strap attachment design on their often-integrated watch cases being used where the headphones’ leather headband attaches to each earcup. While these headphones carried the Hublot name into a new industry, they remained a niche offering, primarily catering to collectors who wanted to visually and sonically immerse themselves in Hublot’s universe.
Bovet and Jacob & Co. turn to writing instruments
For exceptionally high-end brands like Bovet and Jacob & Co., they decided to take their precision and luxury beyond watchmaking and into the realm of writing instruments. Bovet, with its rich heritage in haute horology, crafted luxury fountain pens that mirrored the elegance of their timepieces, often featuring intricate engravings and exquisite materials.
Similarly, Jacob & Co., known for their over-the-top, gem-set watches, ventured into the writing industry, but with a different approach by creating lavishly designed pens that embodied the brand’s signature opulence.
Cameras and calculators for Seiko
While it is by no means a shock to see a Japanese brand move outside of their core industry (plenty of them do it), Seiko producing cameras and calculators is still something that surprised me. While the writing was undoubtedly on the wall with regards to the calculator, given that they make a calculator watch, their foray into the camera business was a little more of a shock. Going back as far as the 1930s, their attempt to capture the camera business began when they started making camera shutters, a business that they remained in until the late 1990s. While they made entire cameras through their subsidiary company, Epson, you can still find Seiko-branded cameras out there on the internet if you go trawling for long enough, and they’ll have a fine set of lens shutters in them (mileage may vary).
Jean-Claude Cheeser
Given that he finally started his own brand, I can technically mention that Jean-Claude Biver makes award-winning cheese on his farm. Granted, he has been doing that for a lot longer than making watches under his own name, but I still feel compelled to include it here. Do with that information what you will!
Why do watch brands venture beyond timepieces?
While not every horological side venture becomes a tasty success, each cheesy experiment reflects the spirit of innovation that defines the luxury watch industry. Whether on the wrist, in the pocket, over the eyes, in the mouth or in between your fingers, the artistry of watchmaking often extends far beyond the task of timekeeping, and the people behind these brands are keen to show that off.
In the end, the human desire to experiment, iterate, and have fun has driven these watchmakers to go beyond watchmaking and bring their talents elsewhere from time to time, and while they might not always be successes, they are certainly interesting points in time for us to look at.
