Vertu launches latest smart phone

Vertu’s latest luxury mobile phone maintains its relevance for consumers.

FINDING a comfortable niche in the luxury mobile phone market seems easy for Vertu. This London-based mobile phone manufacturer was the first to enter the high-end phone market in 2002.

To add another feather to its cap, Vertu, which is a wholly owned subsidiary of Nokia, has entered the lucrative smart phone segment of the industry by launching the Constellation Quest recently to much pomp and grandeur in London.

Befitting the glamour and opulence of the luxury mobile phone, the launch was held at the neo-classical Lancaster House in London’s West End.

A Vertu phone being assembled at the workshop in Church Crookham, Hampshire, Britain.

The latest model – Vertu Constellation Quest – has been described as a “unique qwerty device” which combines luxury services with the latest business tools.

Like other Vertu mobiles phones, this one is made from very expensive materials such as gold and sapphire (for the mobile screen), rubies (for the bearings) and fine leather.

Just as there is a market for Rolex and Ferrari, Vertu believes the same goes for upmarket mobile phones.

“When other luxury brands were downsizing or cutting costs around the world, Vertu was experiencing growth year-on-year,” said Vertu president Perry Oosting.

And South-East Asia will be an important market for Vertu since it experienced very good sales in Singapore where it has a boutique.

Practical and beautiful: ‘The Constellation Quest (below left) is not only our first smart phone but it is a milestone in our company’s achievement,’ says Vertu head of concept creation and design, Hutch Hutchison.

Malaysia is also on the Vertu radar as the first boutique – managed by the Valiram Group – will open in Pavilion Kuala Lumpur on Friday. In conjunction with the store opening, there will be a dinner (by invitation only) that night, with a performance by Andrea Griminelli, Vertu brand ambassador and world renowned flautist.

Despite the price, Oosting said the brand had been well-received in Singapore, Indonesia and Thailand.

“Being an exclusive brand we will maintain one outlet in Kuala Lumpur, but there is room for growth,” he added.

Vertu’s selling point lies in its quality, design and materials – the front panel of the phone is made of sapphire crystal.

“To be in the market for so many years, our phones must be relevant to the consumers,” said Oosting.

Vertu prides itself on its “Vertu concierge” which has been enhanced for the launch of the Constellation Quest, giving users different options for lifestyle assistance and enrichment.

One of the services acquired with a Vertu mobile is one year’s free concierge service. It is accessible through a special button called the “concierge key”, on the side of every phone.

This hot key puts the user through to a team of lifestyle managers who will book services such as gourmet dining, luxury travel or accommodation around the clock.

The home screen of the Constellation Quest is uncluttered, displaying only the essentials as chosen by the customer, including email notifications, calendar appointments and selected news feeds. Also featured is a Vertu design signature, a clock which automatically adjusts to the user’s location.

Vertu launched its first phone in 2002 and today has 700 boutiques in 70 countries around the globe.

It took a team of specialists to work on a programme of research and development with the objective of creating the “world’s finest mobile phone” in 1998. A unique working environment at Vertu ensured that the design and engineering teams created groundbreaking pieces. Vertu’s head of concept creation and design is Hutch Hutchison.

“The Constellation Quest is not only our first smart phone but it is a milestone in our company’s achievement,” Hutchison said in an interview.

It was a huge challenge indeed to blend luxury, technology and services in one device that not only had to be practical but look beautiful at the same time.

“We get repeat customers all the time because Vertu is not just a communication device but also a lifestyle,” he said.

With 15 years’ experience in the mobile industry, Hutchison believes in constant research and development to improve on the quality of Vertu.

“So much time and effort has been invested into Vertu and we are beginning to reap the benefits as we go on a global expansion in terms of opening up more boutiques,” he enthused.

Hutchison described the Constellation Quest as “a sensible everyday phone which combines looks and practicality”.

It took the company three years to produce the Constellation Quest after much trial and error until it got everything right, from the choice of “soft” leather to the right “clicking” sound when the battery compartment is closed. And if one has money to spare for a mobile phone which suits their sophisticated lifestyle, the price tag should not be a hindrance at all.