We’re constantly amazed by how adept the Swiss are at getting people to cough up huge chunks of cash for what is effectively pretty conventional stuff. Take their watches. Or their chocolate. Or even their knives. Most of the time what differentiates their products from mass produced stuff is nothing more than extremely slick marketing as far as we can tell.

This upcoming TAG Heuer Racer cell phone is a case in point. The thing will apparently feature a 1.0 GHz processor, 3.5 inch screen and a 5 megapixel camera. Oh and Android. Wow, yawn right? But throw in some mega marketing phrases like ‘engineered without compromise’, ‘unparalleled torsion and strength to weight ratio‘ and ‘avant garde innovation’ and suddenly they can slap a $3500 starting price on this bit of dross and people will no doubt be queuing up to own one. It’s really really hard not to snigger, honestly.

And for your further enjoyment, please sit back and indulge in one of the most pretentious promotional videos of all time. Karl Marx, your taxi is waiting.