Here’s a look at the new TAG Heuer Racer, the Swiss brand’s latest “communication instrument” — some might call it a smartphone:

Is this the second coming of the Meridiist?  It appears so.  Unfortunately.  Though some early PR buzz went out this past March, it appears that TAG is now close to *officially* unveiling the RACER.  The RACER microsite is up (though just a coverpage), and TAG Heuer put out some news last week that its “luxury communication instrument” “steeped in motor racing lore” and “constructed from the most advanced materials in aeronautics” was presented for the first time to the public at the Moscow Raceway Grand Opening in Russia.  A fine bit of hyperbole, I hope can sell a $3,400 smartphone.

I was never a fan of the Meridiist phone (see:  TAG Heuer Meridiist is Dead On Arrival), and I do not foresee myself becoming a fan of the RACER phone either.  Though the RACER runs on Android rather than a proprietary OS — a worthy improvement — I still fail to see the attractiveness of a $3,400 (2800 EUR) smartphone branded by a luxury watchmaker.  I would prefer to see TAG Heuer to stick with what it knows best — watches.  But that’s just me; I’d love to hear your opinion — please weigh in with a comment below, or you can dialogue with us on Twitter or Facebook.

TAG Heuer RACER Smartphone