Watch out -- it's the Tag Heuer Racer! The rich man's Racer is a new luxury Android smart phone from fancy dan Swiss watch-maker Tag Heuer, and it'll set you back a mere two and a half grand.
Tag Heuer usually makes watches -- you remember, those lumpy things you strapped on your arm before you had a phone -- but the Racer is an "avant-garde communication" device, inspired by GT racing cars. It's made of carbon fibre and titanium with a shockproof rubber chassis, and promises the "latest Android software".
That said, there are four buttons on the front, which points to Android 2.3 Gingerbread rather than Android 4.0 Ice Cream Sandwich, which is the actual latest version.
The design certainly looks reassuringly expensive, all exposed screws, sleek lines and muscular angles. It's a tougher-looking customer than Tag's last smart phone, the leather and alligator-swaddled Tag Heuer Link, so we assume the Racer will, like that phone, be shock-proof, waterproof and clad in toughened Gorilla Glass.
Actual specs are sparse at this stage, but is that a front-facing camera? See for yourself in this promotional video...
The Racer enters the race with a handful of other luxury phones, including Nokia's fat cat phone the Vertu Constellation T, the billionaire's BlackBerry Porsche Design P'9981 sold exclusively at Harrod's, and the solid-gold £36,000 AEsir AE + Y.
If you have a spare arm and a leg lying round, you can exchange it for a TAG Heuer Racer at Tag boutiques, luxury mobile emporiums and selected watch and jewelry shops this July. It'll set you back £2,335.
Is this the height of luxury or a waste of two large? Tell me your thoughts in the comments or on our Facebook page.