Aston Announces World's Most Expensive Key Fob

Robert Farago
by Robert Farago
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aston announces world s most expensive key fob

We’ve resisted blogging the upmarket marques’ brand-extending marketing mishegos: Bentley safes and laptops, Ferrari Barbies, Bugatti thongs, Pagani pagodas, etc. But this one takes the Maserati-shaped confectionery: a Jaeger-LeCoultre Amvox2 DBS Transponder watch. “The $37,900 timepiece, the first mechanical watch that serves as a car key, goes on sale next year,” Bloomberg reveals. Christine Giotto, a spokeswoman for Le Sentier, Switzerland-based Jaeger-LeCoultre, said the watchmaker and the car manufacturer spent 18 months creating the timepiece, whose dial resembles an Aston Martin’s dashboard counters. “A DBS owner can unlock the car’s doors by pressing the watch’s face between the numerals 8 and 9 and lock them with a press between 3 and 4. The timepiece is made from materials including 18-carat gold and ruthenium.” So it doesn’t actually start the car… Is there such a thing as suckeronium?

Robert Farago
Robert Farago

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  • Romanjetfighter Romanjetfighter on Sep 27, 2008

    These luxury brands are really just testing the limit of human stupidity. For 38k, you could build a school for 700 children in Uganda.

  • B.C. B.C. on Sep 27, 2008

    richard72, you meant "baubles?" And I'd find a use for a Bugatti thong. Rawrr.

  • Joeaverage Joeaverage on Sep 27, 2008

    Wow - my pedestrian 9 yr old Honda does that from the factory. I hear I can get new key fobs for $65 each too. I think I'd rather palm a cheap door remote and look like I'm opening the doors of my sports car with a $150 watch. What will the super cars do as the daily drivers continue to reach the same list of conveniences? Will they be stuck supplying matching luggage and fine leather interiors? Oh wait my 11 yr old VW has a pretty decent leather interior (though well aged - okay wornout).

  • Tsgtsfitz Tsgtsfitz on Sep 27, 2008

    I was in the market for a nice timepiece earlier this year (nice to me is less then 10 grand) and I saw a photo of this Jaeger-LeCoultre. Of course the price killed it for me. That orginal picture differs from the current ones on the web. Hopefully they delete the transponder feature from the original design, remove 28k from the price if they get good feedback on the design so it is more attainable. These are really nice items once you get into five digits, which the Amvox all do, but they really need to stand out more.