What happens when "Swiss watchmaking heritage meets avant-garde technology"?
Well, you get a bloomin' expensive blinged up mobile phone that looks a bit like a watch, with a slightly outdated OS, that's what.
The Tag Heuer Link is the result in question, an Android device with a starting price of at least €4,700. And that's just for the one that doesn't pack black PVD, diamonds or rose gold.
The spec is nothing to get excited about - it's got a 5-megapixel camera, a 3.5-inch 800x480 display and 3G and Wi-Fi connectivity.
No, that attraction of the Tag Heuer Link is all in the looks department with a mirror-polished and fine-brushed stainless steel (premium grade surgical 316L) that is both corrosion-resistant and hypoallergenic with hand-worked coverings made of calfskin, alligator or lizard.
"The Tag Heuer Link is the essential work hard/play instrument, ideal for business and entertainment," reads the official blurb.
"Like the watchmaking heritage that inspires it, it delivers avant-garde luxury with uncompromising strength, precision and reliability."
Starting at €4,700 it flippin' well should. It could at least have packed Gingerbread.