Luxe

A ₹2.3 crore not-smartphone

| Updated on January 12, 2018
All that shines: Vertu has relaunched its limited edition 2006 model without any changes

All that shines: Vertu has relaunched its limited edition 2006 model without any changes

The bling ring: The handset has 439 precisely cut rubies in the form of a cobra, a feature that lends the phone its name

The bling ring: The handset has 439 precisely cut rubies in the form of a cobra, a feature that lends the phone its name

In bling tech, a ruby encrusted, helicopter delivered phone this month

When it comes to luxury mobile phones, the first name that comes to our minds is that of Vertu. The now Chinese-owned handset maker has launched a limited edition version of its Signature flagship device. Dubbed the Signature Cobra, the special-edition device is priced at ₹2.3 crore, making it the brand’s most expensive handset. Ironically, the Signature Cobra is not a smartphone, so even after paying a princely sum, you cannot post a picture of your Italian sports car on Instagram, or RSVP for the Cannes trip on the WhatsApp group. But then again, this is something that you would have Jeeves for.

The new Vertu Signature Cobra is not really a new handset. In fact, Vertu has only relaunched the limited edition model after 11 years without any changes. Back in 2006, Vertu collaborated with the famous French jewellery house Boucheron to create eight special-edition Signature Cobra handsets.

The 2017 model is a reissue of the same handset and Vertu has again joined hands with Boucheron for another eight units. The Signature Cobra is not the only handset the two brands have created together. Boucheron celebrated its 150th anniversary by introducing a solid gold mobile phone made by Vertu.

The Signature Cobra handset features 439 precisely cut rubies. The gems are studded in such a way that it appears like a cobra around the front side. For the eyes of the cobra, Paris-based company Boucheron used two emeralds. The limited-edition phone has 388 different parts and is hand-assembled at the company’s factory in Hampshire, UK. Apart from the jewel-encrusted cobra outlining the front end of the phone, the handset appears exactly like a regular Vertu phone.

Vertu sells its luxury handsets in 66 countries through 500 stores, including 70 Vertu Boutiques. However, the company decided to sell the Signature Cobra handset exclusively on the Chinese shopping website — Jingdong Mall. The handset can be booked with a nominal upfront fee. On paying the balance, Vertu promises to deliver the handset in style. Each of the eight Vertu Signature Cobra mobile phones will be delivered by helicopter. Take that, mall bought smartphone.

Dhiram shah is the Mumbai-based founder of luxurylaunches.com

Published on June 30, 2017

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