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Vertu Signature the Most Luxurious Instrument - luxcellphone

Vertu phones is made by Nokia, the well branded cell phone company. They produce not only common cell phones but also luxury cell phones.

Just a couple of years ago, back in January 2002, Nokia has announced a flagship brand creating a new market for luxury personal communication instruments. The company launched an independent subsidiary named Vertu, whose mission was to apply authentic time-honoured traditions and craftsmanship to mobile technology and "bring artistry and personal significance to an everyday object, elevating it to the level of the finest timepiece".

The first collection of phones, Vertu Signature , was made of platinum, and cost 40,000 $ for the flagship model. So, if you can spend 20,000 $ on a watch, why not spend it on a mobile phone? That is the idea behind Vertu. Its stylish handset - the company prefers to call it an "instrument" - features a sapphire-crystal screen and ruby bearings, and is available in stainless steel, gold and platinum finishes. Vertu Signature product boasts a front-lit high resistance display, a refined new antenna giving unparalleled sensitivity and a hi-fi audio speaker to "dramatically enrich the aural experience". Components and precious gems and metals are abundant from Vertu's sapphire crystal face to the bezels that come from a venerable supplier of platinum and gold, to the leather that surrounds Vertu crafted from the finest hide. The Vertu is assembled by hand and features more than 400 mechanical parts, among them 18 jeweled bearings. The effort to create such an instrument alone resulted in over 20 new patents. Vertu's materials meet the highest standards for quality. The sapphire used on the face is a scratch-resistant crystal second only to diamond in hardness. Vertu instruments that boast precious metals such as platinum or gold are all individually hallmarked. Similarly, key movement ruby bearings ensure the key press is smooth and precise.

The Vertu Ascent Cellular Phone Collection is the most recent addition to the Vertu portfolio. This last collection's design is characterised by accelerated lines and form, inspired by high-performance luxury cars, and it surely surprised everyone with the price, which is about 5000 $. The luxury cell phones look quite good: they come with a sleek and smooth design. They have a sapphire crystal screen that won't scratch unless with diamond. Just like Vertu Signature Collection, Vertu Ascent made use of Liquid metal alloy which provides exceptional durability and scratch-resistance. Liquid metal alloy has been used for the phone's prominent front bezel and battery cover. Liquid metal alloys possess a unique amorphous atomic structure that combines strength and hardness two-to-three times greater than titanium with the ability to be molded into precision parts. Also, these handsets are shock-mounted. At least, the owners don't have to worry to break the phone if they accidentally drop it on the floor. Furthermore, they come with a hand-stitched leather holster. There is a jeweled ruby bearing behind each key so it sounds better and feels smoother than any button you have ever pushed.

Since its launch, Vertu Signature phone has become a celebrity favourite. Such a phone can be found in the handbags of Gwyneth Paltrow - who was the first customer, Madonna, David Beckham, Jennifer Lopez and seen in ultra-exclusive boutiques in Paris, New York, Singapore and Hong Kong, with headquarters lying in the United Kingdom. But although celebrity customers get all the attention, says Danielle Keighery of Vertu, obscure rich people are buying the phones too. She refuses to be drawn on sales figures, other than to say that the firm is "very pleased" with the response since Vertu Signature cell phone went on sale.

A big selling-point is a special button that connects the users to Vertu's dedicated concierge service, which can organise travel, restaurant and hotel bookings, or find a good doctor or florist in a foreign city. The concierge service is available in five languages, 24 hours a day, 365 days a year in over 170 countries worldwide and provides the best travel, entertainment and international assistance at the touch of a button. Detailed records are kept of each customer's preferences.

By selling handsets on the basis of craftsmanship, precision and engineering, rather than whizzy features which have a lot of chance not even to be used by many phone owners, Vertu is taking a different approach to that of the technology-obsessed mobile industry. Vertu achieves its goal of creating the first precious technology instrument thanks to a remarkable engineering concept called "Evolutionary Technology". This concept allows the internal engine and product to be seamlessly upgraded to keep in line with advancing technology and enables Vertu clients to have up-to-date and proven technology incorporated into the internal engine while the external casing may remain the same.

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