TAG Heuer has launched the Racer smartphone, “the first luxury phone crafted for high performance” according to the Swiss luxury watchmaker.

The Racer is built with carbon fiber lined with titanium and special grade rubber. These features make the smartphone shockproof while also making it lightweight.

The phone design was “inspired by TAG Heuer’s heritage in GT cars and Formula 1,” the company said in a statement.

Tag Heuer will unveil at Baselworld 2012 an exciting new Carrera model celebrating the 80th anniversary of Jack Heuer, the founder of the brand.

Jack Heuer is the man who, among other notable achievements, launched the Carrera back in 1964 and was CEO of Heuer until its sale in 1982.

A fitting choice for this particular limited edition, the Carrera was first introduced in 1964, then discontinued in the mid-1980s before being brought back in 1996.

Meet the TAG Heuer Mikrogirder 2000 Concept watch- a dual-assortment, ultra high-beat watch with a Chronograph beating at 7.2 million times every hour, meaning that the watch can time events to 5/ 10,000th of a second.

This Tag Heuer Link Smartphone has a white lizard leather cover with 1007 diamonds, totaling 2.53 carats, placed around a stainless steel body.

974 brilliant cut diamonds adorn the front housing, sides, back cover and crown. A white mother-of-pearl plate on the back is graced with a further 33 diamonds.

Finest white lizard skin and mirror-polished 316L stainless steel reinforce the dazzling clarity of these stones.

The Mikrotimer Flying 1000 Concept is the latest TAG Heuer first: the only mechanical chronograph to measure and display the 1/1,000th of a second.

Its oscillating system vibrates at 3,600,000 beats per hour, 125 times faster most existing chronographs and 300 times faster than a human blink.

As you can see in the video embedded below, when operating as a stopwatch the sweep hand is moving so fast you can barely see it in motion.

Hollywood actress Cameron Diaz has become the new face of luxury watch brand Tag Heuer. The multi-million dollar deal will feature Diaz as a brand “ambassador.

The actress follows in the footsteps of Leonardo DiCaprio, Maria Sharapova and Tiger Woods, who have all starred in campaigns for the watch manufacturers.