Ten years of success
Few companies in the world can lay claim to creating an entirely new product category from scratch. Vertu company, the world's leading manufacturer of exclusive luxury cellphones, has been created in 1998 as an affiliated division by the Nokia - world's famous Finnish mobile company. And in the shortest terms the Vertu products have received the deserved popularity all over the world. Creation of absolutely perfect cellphone, without any analogues, was one of the main tasks, which Vertu founders tried to solve. For this purpose the small division of Nokia, with a small command of fifty professionals, has been started to work in Great Britain.
Vertu has started to produce elite phones of exclusively manual assembly, with careful check of each element in the design. High-quality luxury class Vertu phones have occupied at once the main place in world market of expensive mobile phones, satisfying requirements of consumers for high-tech and refined production. In process of company's development, Vertu phones became the integral accessory of succeeding people which can let themself to purchase expensive things.
In 2002 however, Vertu single-handedly brought into existence the luxury mobile phone with the exquisite Signature collection. A new category in the luxury tech market was born.
At a time when mass-market mobiles were still competing to cram their products with as much functionality as possible, Frank Nuovo, previously the chief designer at Nokia, set a new standard with the Vertu, one more akin to luxury watches than consumer electronics.
Vertu phones are made to last, as highlighted by the strong focus on build quality and the use of advanced materials. Boasting Nuovo's award-winning sensibilities, a Vertu is also designed to be flaunted, a proud extension of its owner's personality.
Unique design of Vertu phones allows to consider them as the works of art, competing to jeweller ornaments. Today Vertu is perceived not just as high-quality phone, but also as the newest type of a jewelry art.
While critics use this to justify their disdain for the brand, the Vertu’s raison d’etre is not to be a leader in the field of technology or electronics. Rather, Vertu’s philosophy revolves around craftsmanship and build quality, founding principles of true luxury companies.
Indeed, the Vertu manufacturing facilities in Church Crookham reminded us more of a watch making manufactory than an electronics factory. Characterized by handwork instead of machinery, skilled technicians and craftsmen hand assemble each piece of the Vertu together, plate by plate, screw by screw. It’s as close to the antithesis of mass-production as possible for electronics products manufacturing.
Vertu phones also display an almost fanatical attention to detail, as evidenced by the fact that the designers have carefully considered all aspects of mobile phone usage, sparing no expense to enhance the user’s experience.
Now, more than two hundred fifty persons scattered worldwide in Vertu company. About hundred highly skilled experts constantly are engaged in developments and researches, and the small group in England, consisting of eight-ten persons, carries out manual assembly of Vertu cellphones. Each expert has preliminary training preparation in the special centre, where he can get and improve handwork's skills.
During special unusually rigorous tests only the highest demands are made for Vertu products.
For instance, the body of the phone is tested via a tumble test inside a rotating cylinder. Again, the phone is built to withstand far more than the stresses inflicted by daily usage.
Fashioned from sapphire glass and ceramics, the phone’s reflective surfaces are scratch-proof.
Additionally, the display screen is tested by a ball bearing dropped from height. A typical plastic handset screen will crack under a 13-gram ball. In the case of a Vertu however, a 64-gram ball will simply bounce off the sapphire crystal.
Pressing the buttons of the Vertu is a satisfying tactile experience, thanks to the unique two-way pivoting action that results from every key being set on two jeweled bearings.
In the Vertu factory, testing machines depress each key over a million times. This represents a total of more than 36 million pushes across the entire keypad – the equivalent of making 10 calls a day, every day, over a period of 25 years.
Fading of the keypad numeral markings is common among mobile phones. However, this is unlikely with the Ascent as each key is made of stainless steel, with each number being perforated through the keys using lasers. Incidentally, this means that more than 575 holes are drilled into a single keypad.
Is this expense necessary? Well, no. But in much the same vein, is it necessary for a Ferrari to be able to hit 200mph? It’s not necessary, but a certain degree of over-engineering is par for the course for luxury products. The keypad is definitely the most utilized part of the phone, and Vertu was clearly determined to get this part right.
Fittings and tolerances are extremely tight, as a result of hand assembly and strict quality controls. In fact, every worker undergoes six months of basic training before commencing work at the Vertu factory. It’s little wonder then that the stitching on the leather-bound edges is even and excellent, with the leather itself feeling soft and luxuriant. Each phone passes five cycles of heating up to eighty five degrees and cooling to a minus forty degrees.
In the program of tests there are rigid tests for durability of the case at falling and influence of pressure by the big weight. Phone is recognised as corresponding to Vertu quality only after full succesfull completion of all tests.
After that exclusive individual number is assigned to every phone, and the Swiss assay mark is put on it, that testifies to its accessory to a class of jewelry.
The high quality standards of assembly and the high-quality materials applied at manufacturing of phones, allow to establish a warranty period of Vertu service not less than twenty years.
There are four collections in Vertu line now: Ascent, Constellation, Signature and Vertu Special Edition. High quality white gold, without a covering by rhodium, and with palladium addition is used for their produce. Each of devices gathers manually from parts and the details, which are specially developed for Vertu.
Each of Vertu luxury cellphones owners has constant access to personal services, which will allow to receive answers to any questions, being worldwide in any language, including in Russian. With help of such services it is possible to reserve hotel, a table at the most prestigious restaurant, and also trip or a business meeting.
Designed for those who demand quality from the tiniest detail, Vertu is a product with few equals in the market. The fact that it was launched at a time when mobile phones were at the height (or depth) of mobile electronics commoditization is truly extraordinary, and testifies to the company’s vision. With its dedication to craftsmanship, the Vertu is in no danger of relinquishing its leading position any time soon, even though the luxury mobile phone market is currently on the rise.
Main Vertu events:
April 2008 - Vertu will showcase its unique handsests at the Baselworld Watch and Jewellery Fair on 3rd-10th April 2008.
Basel, Switzerland, 2nd April – Vertu, a brand born from an obsession to create the finest mobile phones the world has ever seen, celebrates its Decade of Achievement in 2008. Since the beginning, Vertu has combined exceptional materials with the highest traditions of craftsmanship. Vertu will showcase its unique handsets at the Baselworld Watch and Jewellery Fair on 3rd-10th April 2008. The Vertu stand has quadrupled to 242m2, with a 25 metre wall depicting the key moments in Vertu’s Decade of Achievement, and will be located in the Hall of Inspiration, Hall 4.0, Stands A03 and B02.
"The scale of the luxury watch and jewellery market illustrates the demand for finely crafted, precision engineered, functional yet beautiful objects," says Jim Nolan, Chief Operating Officer. "We know that there is huge potential for luxury communication products that share many of the same qualities as the finest Swiss timepieces: timeless design, precise mechanical movements and hand finishing, as well as the confidence that comes from purchasing through reputable retailers."
Vertu will present all three core collections – Signature, Constellation and Ascent. In addition, Vertu will highlight a number of stunning new handsets for 2008; the Vertu Constellation Collection will launch the Constellation 10th Anniversary Monogram collection, featuring the iconic Vertu V logo on the hand moulded leather back plate, and Constellation Rococo, inspired by the intricate design and handcrafted techniques of the Rococo period. The Vertu Ascent Ti Collection will introduce two handsets to the range: Ascent Ti Knurled and Ascent Ti Checked, both of which have added detailing and texture hot forged into the Titanium side panels of the handsets.
April 2008 - The Vertu Constellation 10th Anniversary Monogram collection launches worldwide on 1st April 2008.
The Vertu Constellation 10th Anniversary Monogram collection launches worldwide on 1st April 2008, during Vertu’s Decade of Achievement. The series of unique mobile handsets, featuring the distinctive Vertu ‘V’ logo, will be available in five variants finished in Pewter, Green, Red, Sky Blue or Cerise monogrammed leather.
Fine grain leather is used to produce the sharpest image of the pattern using the highest quality printing to combine two darker tones than the leather colour. This meticulous process can take up to four hours to complete each hide, before finishing with a protective layer.
March 2008 - Vertu Ascent Ti - new models.
March 2008 – Vertu will introduce two new mobile handsets to its Ascent Ti Collection, the Ascent Ti Knurled and the Ascent Ti Checked. The handsets will feature added detail and textured designs that are hot forged into the titanium side panels of the handsets. The designs are inspired by the interior components of luxury sports cars.
The Ascent Ti Knurled features a diamond pattern with metallic grey leather, whilst the Ascent Ti Checked is enhanced by helix-shaped detailing and is available in deep purple leather. The stitching and graphics on the keypad are colour matched to the leather on each of the handsets.
The Vertu Ascent Ti Knurled will be available worldwide from June 2008 and the Vertu Ascent Ti Checked in July 2008.
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