Nokia launches Vertu division to design luxury phones

As expected, cell phone giant Nokia on Monday launched a subsidiary dedicated to designing luxurious mobile phones.

The company, called Vertu Ltd. and based in London, was the brainchild of Frank Nuovo, Nokia's handset designer since 1995. Nuovo, who will also have the title of creative director and designer at Vertu, will rely on expensive materials such as sapphire crystal, platinum, and gold for crafting the high-end phones, which will appear on the market in mid-2002, Nokia officials said.

Nokia describes Vertu's product as, "more than a mobile telephone, it fuses the best in craftsmanship, precision engineering, proven technology, high performance and a unique personal service, into one ground-breaking invention appealing to the most discerning customer," according to the Nokia Web site.

Sounding more like the description of a Swiss watch than a cell phone, Nokia officials list 400 mechanical parts, including 18 jeweled bearings, and 20 new patents involved in Vertu's design. The phone will have a front-lit, high-resolution display, a refined antenna, and a high-fidelity audio speaker that will play original ring tones, they said. The first phone model to be available will operate in the U.S., Europe, and Asia Pacific, officials said.

Options for the first Vertu model will include casings of platinum, 18-karat white gold, 18-karat yellow gold and stainless steel.

Pricing of the Vertu phone was not announced , and Vertu officials did not immediately return calls seeking comment. However, press reports peg the price of the unit at about US$21,240.

Unlike Nokia phones, Vertu models will not be easy to find. Customers will be able to purchase the high-end sets through Vertu Galleries and by appointment at Vertu private suites that will be situated in some of the world's most exclusive shopping centers, Nokia officials said.

According to industry experts, no other phone manufacturer has attempted to sell such high-end luxury handsets. Nokia announced plans for the Monday launch of the new phone line earlier this month.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Cara Garretson

Computerworld
Show Comments

Father’s Day Gift Guide

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?