Once aimed at a small elite with their blingy designs, luxury smartphones are being toned down as manufacturers look to broaden the appeal of their high-end devices.
Vertu has released a £4,200 ($6,800/₦1,115,200.18) smartphone known as Aster, with a 5.1-inch sapphire crystal screen and titanium casing, materials often used on expensive Swiss watches. Consumers can customize their handmade phone with different leathers including ostrich.
Despite the high-end material used, the design marks a shift away from the diamond-encrusted flashy look Vertu used to make as the company attempts to attract a wider audience looking for a more refined product.
Lower price point phones?
Vertu has typically targeted wealthier consumers in emerging markets such as China and Russia as well as some Middle Eastern regions. Luxury mobile phones saw more than $1 billion of global sales last year, according to Euromonitor, with China, Britain, the U.S. and the United Arab Emirates (UAE) among the biggest markets
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behaviour or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Functional
Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
