It looks like Archos CEO Loic Poirier needs to learn the difference between “water resistant IP54” and “water proof IP67”.
In a demonstration for his Archos Quechua phone he was on a roll, demonstrating how shock resistant it is by dropping it from chest height, showing off his working screen and then proceeding to put it in a jug which he filled with water to presumably test how waterproof it was. Problem with that is that the Quechua is actually an IP54 rated phone which is safe for splashes but not submerging. What happened next, you can probably guess.
The phone died. The screen went black and did not respond to anything, even when he tried to reboot the phone.
From the phone’s product information:
“The Quechua 5″ Phone complies with the IP54 standard. Developed to withstand the most demanding outdoor conditions. It is designed to withstand splattering with water from all directions as well the harmful effects of dust and sand. Please note: this product is not designed for underwater use. As with all touch screens, the screen will not work properly if it is very damp or if it is raining heavily. It is advisable to wipe or even dry it for it to work properly.”
This, kids is why you RTFM =)