Scottish jewelry artist turned luxury mobile phone designer Gordon Watson found his ultimate career down an unlikely path. Watson moved from his position as general manager of Europe, Middle East and Africa to start as Vertu’s Vice President of Sales and Marketing in 2010. He quickly worked his way up to CEO of Vertu, overseeing their global brand, across all channels.
Vertu leads the market it pioneered over a decade ago as the leading manufacturer of luxury mobile phones. Each phone is hand crafted with decadent materials like alligator skin, sapphire crystal and solid gold. Gemstones and precious metals are deep within each phone to back up innovative engineering feats under each swanky cover.
An unlikely path from jewelry design, to marketing to CEO gave Watson the ability to create, expand and conquer the luxury mobile phone industry while still overseeing even the finest details such as the manufacture of tiny solid ruby bearings that open a single sliding phone with a gratifying click. Watson spent over a decade in the fine watch and jewelry industry. As a commercial director, he launched Gucci’s first jewelry collection and managed the expansion and francization of Links of London in the United States, Middle East and China. He had studied Jewelry Design and Manufacture, and Gemology at the Glasgow School of Art.
Vertu is available in 500 stores across 66 countries, 70 of them are exclusively Vertu Boutiques. After 18 years in business, Vertu has shipped 450,000 products globally to customers in search of luxury. Vertu customers are difficult to categorize and range widely in professions, interests and demographics. Many are high level executives or business owners who enjoy travel and high-end experiences as much as luxury products. Others are serial entrepreneurs who look to Vertu’s individualized services for enhanced lifestyles and networking opportunities. Such successful customers can become demanding but are often loyal to the brands that consistently cater to their desires, and Vertu aims to do just that.
Smartphone products account for about 80% of Vertu sales. The technology needs of Vertu’s customers are steep and include constant connectivity, crisp images, 4k video, social media access, and expansive contact storage. Powerful technology is vital to Vertu’s continued existence which is why millions are invested annually to ensure the latest trends, tech upgrades and security measures are installed in each new phone. Apps and services are constantly developed and updated to offer streamlined services that are relevant to affluent customers to create a luxury ecosystem to cover lifestyle events, shopping, entertainment, and concierge services internationally.
A three-part suite of exclusive offers, secure content and individual on-demand assistance enhance each customer’s lifestyle. Concierge offers luxury lifestyle assistance and enrichment to facilitate every request and any hour. Life offers special admission and access to experiences and events based on personal interests. Certainty delivers a package of streamlined security features, discreet use options and enhanced data connectivity. Extraordinary design, martials, craftsmanship, technology, performance and services go into each luxury phone and cater to each customer’s individual needs.
Each phone is connected to bring ultimate experiences to its owner around the clock, and the globe. From lifestyle managers to personal stylists, the phone with rare gemstones and precious metals can hook its user up with exclusive meetings, private shopping at upscale boutiques, backdoor entry to hyped events, last minute travel destinations and swanky dinner reservations.
Three distinct models are offered by Vertu, in addition to custom made to order luxury phones. Signature, Signature Touch and Aster are available to order, each with a variety of customizable features, materials, colors and textures. Each model has outstanding functions, gorgeous design and little perks that make them stand out from the rest—and difficult to choose between.
The Signature model is a voice centric phone inspired by grand time pieces and fine jewelry, and became a break out icon of the luxury mobile phone world. The ground-breaking design of the Signature model is still internationally sought after, even a decade after its creation. The Signature Touch model includes a screen of virtually scratchproof sapphire crystal protecting an HD display. The precious handful provides perfectly tuned acoustics and a consistent 4G connection with Vertu’s renowned personal services on demand. The Aster model combines sleek design with superior materials in a slimmer, cleaner aesthetic. The fresh, modern palette offers a range of color options with the exterior wrapped in refined calf leather.
Made to Order phones is a well-established part of the Vertu brand. Customers choose from a wide selection of colors, natural leathers and designs for custom phones. A single master craftsman in England dedicates themselves to create each unique Vertu order from beginning to end, with meticulous attention to every detail. The manufacturing facility in Church Crookham, England at Vertu’s headquarters handles custom requests that range from engravings to fully customized phones featuring unique materials. This wide range of options allows customers to express their individuality and can even opt to add their initials to their phones’ design.
Some customers fly in from around the world to visit the factory, meet the design team and craftsmen, and to watch the production processes. This custom made portion of Vertu’s business has grown, but only represents a small part of the overall scope of the business. Most of Vertu’s clients are fully satisfied with the existing line of customized luxury phones and products offered.
Security is a serious and ongoing issue that reaches across all aspects of human life. A mobile phone holds a wealth of personal information that increases with the advent of new technology. Vertu has a close working relationship with Google to allow for the latest updates, expert knowledge, and developments in modern security. Partners including Kaspersky and Silent Circle to provide malware protection and encrypted comms for Vertu clients to ensure the latest in secure connectivity. Remote lock and wipe is available to provide information discretion on lost phones. Vertu’s Bespoke service extends security works closely with corporate and domestic clients to set up multiple secure phones and assist in the integration of secure products across broader systems. The most important aspect of security is reliant on individual organizations’ ability to respond to breaches. Technology changes rapidly making it difficult for any company to claim a system or device as un-hackable.
With a wealth of new brands edging into the market and attempting to capitalize on the growing luxury technology sector, Vertu has stood firmly in an increasingly strong position over the last 18 months. Vertu’s strategy has been to reduce the number of overall partnerships to focus on developing stronger relationships with individual partners. Bentley is one of these relationships that has deepened leading to highly collaborative work and inclusion on brand launches, events, PR and advertising. As Vertu and Bentley have grown closer so have their product development and integration, ultimately offering more perks for their shared customer base to experience.
There is seemingly unbound opportunity in the future for luxury phones, services and security. Vertu plans to continue delivering innovative products to provide what modern luxury consumers are seeking while focusing on sustainable growth, cultivating partnerships and improving personal services over the next 24 months to endure as an industry leader into the future.
Introducing Constellation
This February, Vertu is releasing a new premium phone designed for the international traveller! Vertu introduces Constellation, which will be exclusively sold in the US, Europe, Singapore and Russia. Offering the public only the best of English design and market-leading technology, the Constellation is exactly what the classy traveller needs.
Its features include a dual SIM functionality, anyone can easily switch networks whenever one wants to. It also provides support for 34 international bands and protocols for a global connectivity. Expect high quality photos as well!
Featuring a 12 MP camera with its light sensitivity maximized via a large 1.55 micro pixels, one can show off their pictures on social media. It also has a high resolution 5.5” WOHD AMOLED display with over 3.6 million pixels. The Constellation will give you extraordinary color and detail, which is protected by a 6th Generation sapphire crystal screen.
You can choose from three different leather colors: Walnut, Octane and Berry. It will be available in stores this February. For a price of 4100 euros, expect a high quality phone with Vertu’s Constellation!
