Vertu, the Church Crookham, England-based luxury technology manufacturer, is an undeniable epitome of true extraordinary. Infusing artistry, performance and exclusive benefits into each of its hand-crafted products, Vertu has become a brand of utmost aspiration.
Constructed with materials of stunning appearance and exceptional strength as ruby, sapphire and titanium, and endowed with market-leading power, reliability and technology, every Vertu mobile phone is a masterpiece that fits the palm of your hand. Made for the seekers of luxury, exclusivity and security, every Vertu product is a key to a world of invaluable experiences.
What makes a Vertu?
Every Vertu phone is a testimony to the company’s ambition to deliver the best luxury mobile phone experience, by combining expert craftsmanship, peerless materials, unique services, innovative technology and impeccable security.
The Craftsman
Vertu’s immaculate quality and timeless elegance rise from the dexterity of the artisan.
In an exclusive interview with Gordon Watson, Chief Executive Officer of Vertu, he shared that every Vertu product is, and always has been, hand- made by a single craftsman at the company’s small factory in Church Crookham, England. From the company’s workshop, Vertu phones are made available to around 500 stores, including 70 boutiques, in 66 countries. “We have been in the business for 18 years, and in the last 12 years or so, we have shipped some 450,000 products.”
The Design
Vertu phones are crafted to cater to each client’s unique desires. “The Vertu range of mobile phones is made up of three distinct models – Signature, Signature Touch and Aster,” said Watson.
Signature is a voice-centric phone inspired by grand time pieces and fine Jewellery. “It is a ground-breaking design that is still popular with discerning customers today, more than a decade after the first model appeared. It has become an icon of the luxury mobile phone world,” he said.
Signature Touch is the exemplar of extraordinary performance. “Signature Touch is hand-made in England by a single craftsman using only the finest materials, including a screen of virtually scratch-proof sapphire crystal protecting full HD display. Its acoustics are perfectly tuned, and it provides unparalleled 4G connectivity, with a dedicated concierge wherever our customers may be in the world.”
Aster is the expression of Vertu’s sleek, cutting-edge design and trademark superior materials and hand-crafting expertise. “It is the embodiment of understated grace, with a slimmer, cleaner aesthetic; a fresh, modern color palette; and finished in refined calf leather.”
While most of Vertu’s customers are more than happy with the core range, some choose to celebrate their individuality. Thus, Vertu created a Made- To-Order service, where there is no limit to creativity. “We offer our customers the opportunity to make their own Vertu by choosing from a selection of colors, leathers, and designs, and by even adding their initials.” He added that once a customer completes his design, a single master craftsman will faithfully and meticulously create the dedicated phone.
The Exclusive Services
Vertu phones are more than the sum of their luxurious elements and exquisite finishes.
“Vertu is renowned for its curated services,” he said. “We provide a suite of carefully selected exclusive offers, content and assistance especially picked to enhance the Vertu customer’s lifestyle.” At the heart of these services, he said, is Vertu Concierge, which offers luxury lifestyle assistance and enrichment. Vertu Concierge is on-hand 24/7 to facilitate the customers’ every request. Then, there is Vertu Life, which offers personalized recommendations and privileged access to experiences and events. Vertu Certainty delivers unmatched security for customers, their data and their phones.
The Technology
A marriage of elegance and innovation, high technology is woven into the fiber of every Vertu phone.
“Technology is a key component of the Vertu DNA,” he said, adding that smartphones make up approximately 80% of Vertu’s global sales, and that the technology expectations of its customers are extremely high. “Our customers want to be connected wherever they are, they shoot images and 4K videos, use social media and often have thousands of contacts stored on their phone. It is, therefore, vital that Vertu provides powerful technology that allows for all of this and more.”
In this light, Vertu invests millions into its R&D function to ensure that it stays at the forefront of luxury technology. “Beyond the expected technology,” he said, “we continue to look at and adapt this part of our business to provide apps and services that are relevant to affluent customers; a kind of luxury ecosystem that covers lifestyle events and shopping, entertainment, concierge and even across our e-commerce.”
The Security
With Vertu’s exclusive clientele, security of its mobile phones is an ever-important feature that the company is relentlessly evolving. “Security has been baked into the Vertu product proposition since Day One, and it continues to be an important element within our R&D.” Watson said that the company has a very close working relationship with Google to leverage the latter’s expertise and developments, and with partners like Kaspersky and Silent Circle to provide malware protection and encrypted communication for its clients. “Our bespoke service also extends to security, and we have worked directly with clients, corporate and domestic alike, to set up multiple secure phones, as well as to integrate secure product into their broader systems.” He emphasized that the most important aspect of security is an organization’s ability and agility to respond to attacks. “[Security issues] evolve constantly, and I therefore don’t believe anyone that claims that they are un-hackable…. It is an evolving issue and any brand that takes security seriously must stay on top of every development.”
What will be of Vertu?
Casting a forward-looking gaze, Watson unraveled Vertu’s vision of the future.
“We are in the privileged position of being the leader in the luxury technology category, and we plan to stay in the number one spot.” He said that luxury technology is now more widely understood than ever before, and that there are many new customers looking for high-end technology products. “There is an enormous opportunity for us over the coming years, and our ambition is to substantially grow the business in the next 24 months. To do so, we will continue to bring products to the market that provide everything that the modern luxury customer is looking for.”
