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Vertu

From Wikipedia, the free encyclopedia
For art, see Vertu (collections). For the qualities, see Virtù and Virtus (virtue).

Vertu
Company typeSubsidiary
IndustryTelecommunications
Founded1998; 27 years ago (1998)
FounderNokia
HeadquartersTsim Sha Tsui, Kowloon, Hongkong
Area served
Worldwide
ProductsLuxury mobile phones
Number of employees
200
ParentVertu International Corporation Limited

Vertu (stylised VERTU) is a Hong Kong based manufacturer and retailer of luxury mobile phones. The company was established in 1998 as a subsidiary of the Finnish telecommunications company Nokia.[1]

They are known for being hand-assembled and for their use of materials such as sapphire crystal for screens, titanium for casings, and exotic leathers.[2][3][4] The company's products have included collaborations with other luxury brands, such as Ferrari and Bentley.[5]

The company markets its products towards high-net-worth individuals. Its distribution is primarily limited to authorized boutiques and select luxury retailers. A key feature offered with many of its phones is a dedicated 24-hour concierge service, providing personalized lifestyle management for its clients.[6]

It continues to produce new luxury model phones and watches with its 15 shops.[7][8]

History

[edit]

Nokia Ownership (1998–2012)

[edit]

Vertu was established in 1998 as a subsidiary of the Finnish mobile phone manufacturer Nokia.[9] It was founded by Nokia's head designer, Frank Nuovo, with its headquarters and manufacturing facilities located in Church Crookham, Hampshire, England.[10]

The company launched its first device, the Signature, in Paris in 2002.[11] This was followed by the release of the Ascent in 2004 and the Constellation in 2006.[12] In 2010, Vertu introduced its first smartphone, the Constellation Quest, which operated on the Symbian system.[13]

EQT Ownership and Android Transition (2012–2015)

[edit]

In 2012, Nokia completed the sale of Vertu to the Swedish private equity group EQT VI.[14] Following the acquisition, Vertu shifted its product line to the Android operating system. The company's first Android device, the Vertu TI, was launched in February 2013.[15]Subsequent models under EQT's ownership included the Signature Touch (2014) and the Aster (2014).[16][17]

Ownership Changes and Operational Restructuring (2015–2017)

[edit]

The company underwent further ownership changes, first being sold by EQT to the Hong Kong-based fund Godin Holdings in 2015.[18] In March 2017, the company was acquired by Turkish businessman Hakan Uzan.[19]

Later that year, in July 2017, it was widely reported that Vertu Corporation Ltd, the company's UK-based manufacturing arm, would cease its operations. This resulted in the closure of the Church Crookham factory.[20]

Relaunch Under New Direction (2018–present)

[edit]

The Vertu brand was relaunched under new ownership in 2018. A new device, the Aster P smartphone, was introduced in October of 2018.[21]

The brand has since released devices incorporating newer technologies. In 2020, Vertu launched the Metavertu, a smartphone marketed with Web3 features.[22] In 2025, it launched the Quantum Flip, a foldable phone.[23]

Products

[edit]

Vertu's product range has included feature phones, smartphones, foldable phones, and various electronic accessories.

Mobile Phones

[edit]

Feature Phones and Early Smartphones

[edit]
  • Signature (2002): The company's first device. It was a feature phone known for its keypad, which used ruby bearings underneath each key. The phone was constructed from materials such as a titanium chassis, sapphire screen, and a ceramic earpiece.[24]
  • Ascent (2004): A model with a design that incorporated elements from sports cars, such as a stainless steel body and leather accents.[25]
  • Constellation Classic (2006): A feature phone with a ceramic keypad and a world clock application.
  • Ascent Ti (2007): A version of the Ascent built with a Grade 5 titanium body.[26]
  • Constellation Ayxta (2009): The company's first flip phone.[27]
  • Constellation Quest (2010): Vertu's first smartphone, which ran on the Symbian operating system. It featured a full QWERTY keypad with keys made from sapphire.[28]
  • Constellation V (2011): Vertu's first full-touchscreen smartphone.[29]

Android Smartphones

[edit]
  • Vertu TI (2013): The first Vertu device to run on the Android operating system.[30]
  • Signature Touch (2014): An Android smartphone that combined features of the original Signature, such as a ceramic earpiece and ruby key for concierge access, with a 4.7-inch sapphire touchscreen. The camera optics were reportedly certified by Hasselblad.[31]
  • New Signature Touch (2015): An updated model with a larger 5.2-inch sapphire screen and a "gull-wing" door mechanism for the SIM and memory card slots.[32]
  • Aster P (2018): A smartphone launched after the brand's relaunch, which also featured the gull-wing door design.[33]
  • iVertu (2021): A smartphone marketed towards a younger demographic.[34]
  • Metavertu (2022): A device marketed as a "Web3 phone" with the ability to switch between two different operating systems.[35]
  • Metavertu 2 (2023): A successor model with a ceramic and titanium body, marketed with AI-related features.[36]
  • Agent Q (2025): A high-end smartphone model developed and manufactured by Vertu. Announced in 2025, it is the first device released by the company positioned as an "AI Agent Phone," integrating a proprietary AI system designed for business users.[37]

Foldable Phones

[edit]
  • Ayxta Fold (2020): A 5G-capable phone with a horizontally folding 7.8-inch flexible display.[38]
  • Ironflip (2024): A vertically 5G folding phone.
  • Quantumflip (2025): A vertically folding phone marketed with a focus on quantum encryption technology.[39]

Other Electronics and Accessories

[edit]

Vertu has also marketed a range of other electronic products and accessories under its brand.

  • Wearables: This includes smart rings, such as the Vertu AI Diamond Ring (2024) and Vertu AI Aura Ring(2025), and smartwatches like the MetaWatch (2022) and Grand Watch (2024).[40]
  • Audio Devices: The product line includes wireless earbuds, such as the Vertu England Hifi Lucky Buds.
  • Accessories: The brand has offered accessories, including phone cases, sunglasses, bags, and fountain pens.

Collaborations and Limited Editions

[edit]

Vertu has released several limited-edition devices in collaboration with individuals and for special events.

  • Michelle Yeoh (2009): A special edition of the Constellation Vivre was released in partnership with actress Michelle Yeoh.[41]
  • Seal (2010): A version of the Constellation Quest was created in collaboration with musician Seal.[42]
  • Wissam Shawkat (2014): A Signature Touch edition featured hand-engraved Arabic calligraphy by artist Wissam Shawkat.
  • Vertu Agent Q 27th Anniversary Limited Edition (2025): In 2025, Vertu released the Agent Q 27th Anniversary Limited Edition, a variant of the Agent Q model restricted to a production run of 27 units worldwide, with each unit featuring an engraved Vertu Serial Number (VSN).[43]

Design and Manufacturing

[edit]

Vertu phones were hand-assembled in the company's workshops in Hampshire, England. The manufacturing process involved the use of materials such as aerospace-grade metals and exotic leathers, combined with techniques associated with jewelry-making and watchmaking.[44]

Materials

[edit]

Vertu is noted for incorporating a range of materials not typically used in mass-market mobile phones into its product designs.

Sapphire Crystal

[edit]

Since the release of the Signature model in 2002, the company has used synthetic Sapphire for the screens of its devices, citing the material's high scratch resistance (9 on the Mohs scale).[45] The 2015 New Signature Touch featured a 5.2-inch curved display made from a single piece of sapphire crystal.[46]

Liquidmetal

[edit]

The 2006 Ascent Racetracks Edition was one of the first mobile phones to use Liquidmetal, an amorphous metal alloy, in its construction. The material was selected for its reported strength and corrosion resistance.[47]

Exotic Leathers

[edit]

The exterior casings of many Vertu devices are finished with various types of exotic leathers, such as alligator, ostrich, and other reptile skins.[48][49] The company has stated that its process involves hand-cutting and stitching the leather components for each phone.[50][51]

Ruby Bearings

[edit]

Inspired by watchmaking, ruby bearings have been placed under the keypads of certain models, such as the Signature. This feature was intended to affect the keys' tactile response and durability.[52]

Ceramic Components

[edit]

Ceramic has been used for specific components in Vertu phones. It was first used for the earpiece ("pillow") on the 2002 Signature model, selected for its acoustic properties and wear resistance.[53][54] The 2023 Metavertu 2 model later featured a frame constructed from ceramic.[55]

Titanium

[edit]

The 2007 Ascent Ti model featured extensive use of Grade 5 Titanium in its body. This alloy is known for its high strength-to-weight ratio and is also used in the aerospace and medical industries.[56]

Carbon Fiber

[edit]

The 2013 Vertu Ti model, featured components made from Carbon Fiber.[57]

Design and Features

[edit]
  • "V" Symbol: A recurring "V" shape is a design element integrated into the physical features of many Vertu phones.[58]
  • Design Inspirations: The company has cited various sources of inspiration for its designs, including sports cars (Ascent series), aeronautics (Constellation series), and architecture (iVertu).[59][60]
  • Ruby Key: A physical key made of ruby was included on models beginning with the 2014 Signature Touch, functioning as a dedicated button to access the company's concierge service.[61]
  • Gull-Wing Mechanism: The 2015 New Signature Touch featured a "gull-wing" door mechanism for its SIM card compartment, which the company stated was inspired by the doors of the Mercedes-Benz 300 SL.[62]

Audio

[edit]

Vertu commissioned exclusive ringtones for its devices. The ringtones for the Signature phone were composed by Academy Award-winning composer Dario Marianelli and featured flute solos by Andrea Griminelli.[63][64]

Artistic Collaborations

[edit]

Vertu has released numerous limited-edition devices in partnership with artists and artisans. Notable collaborations include:

  • Japanese Lacquer Art (2014): A series created by Japanese lacquer artist Kazumi Murose using traditional Maki-e and raden techniques.[65]
  • Arabic Calligraphy (2014): A partnership with calligrapher Wissam Shawkat, which featured hand-engraved designs on Signature Touch devices.[66]
  • Yosegi-zaiku Woodcraft (2015): The Vertu Aster Yosegi Wood model incorporated Japanese Yosegi zaiku wood marquetry.[67]
  • Leather Art (2016): The Aster Leaf collection was created in collaboration with leather artist Carina Sohl.[68]

Concierge Service

[edit]

A key feature of the Vertu ownership experience is its Concierge Service, a 24/7 lifestyle management assistance program. The service is accessible via a dedicated button, Ruby Key, often made of ruby, located on the side of many Vertu phones.[69] Pressing the button connects the user to a personal concierge team that can handle a range of requests.[70][71]

Service Functions

[edit]

The service is structured to assist several categories. These include:

  • Travel and Logistics: Arranging travel, including private aviation, securing hotel and restaurant reservations, and providing support during emergencies or travel disruptions.[72]
  • Business and Security: Facilitating business-related requests and arranging personal security services through third-party providers.[73]
  • Health and Wellness: Coordinating access to medical services, including consultations and international medical transport.
  • Cultural and Educational Access: Arranging private access to cultural institutions or specialized educational services.[74]

Device Customization

[edit]

The concierge service has also been used to facilitate bespoke device customizations. This has included commissioning phones made with non-standard materials, such as meteorite fragments, or arranging for personalized engravings by specialized artisans.[75][76]

Information Security

[edit]

Vertu has marketed its devices with an emphasis on enhanced security features, targeting clients concerned with privacy and data protection. The security approach reportedly incorporates both hardware and software measures.[77][78]

Hardware and Software Features

[edit]

According to company information, Vertu's security architecture has included several key components:

  • Secure Element (SE) Chip: Certain Vertu models are equipped with a dedicated secure element chip, a hardware component physically isolated from the main application processor. This chip is designed to store sensitive data such as cryptographic keys and biometric information in a protected environment.[79][80]
  • Multiple Operating Systems: Some later models, such as the Metavertu, were marketed as having the capability to run multiple, isolated operating systems on a single device. This feature was designed to allow users to separate sensitive activities from everyday use.[81]
  • Encrypted Communications: The company has offered end-to-end encrypted communication services for voice calls and messaging between Vertu devices.[82]
  • Distributed Data Storage: Vertu has also promoted a decentralized data storage solution, described as using blockchain principles to fragment and store encrypted user data across multiple nodes.[83]

Data Deletion Features

[edit]

Vertu has features for emergency data deletion. There is something called Ghost System that offers a one-click erasure of all sensitive data stored on the Vertu smartphone.[84]

Distribution and Brand Collaborations

[edit]

Vertu's corporate strategy has included strategic partnerships and collaborations. Vertu has stated that these alliances are intended to extend its brand reach, incorporate craftsmanship from other luxury sectors, and create limited-edition products.

Retail Distribution

[edit]

Vertu has utilized a selective retail model, focusing on branded stores, dedicated retail spaces in major cities, and online stores. Vertu's retail locations have included stores in Dubai, Bangkok, Vietnam, Kuwait, Uzbekistan, Azerbaijan, Turkmenistan, Qatar, Poland, Bulgaria, Beijing, Shanghai, Nanjing, and Macau.[85]

Brand Collaborations

[edit]

The company has engaged in a number of collaborations with other brands, particularly in the automotive industry.

Automotive Partnerships

Ferrari (2007–2010): A partnership with Ferrari resulted in several co-branded mobile phones.

  • Ascent Ferrari (2007): This model incorporated leather from Ferrari steering wheels and featured design elements such as the "Prancing Horse" emblem and Rosso Corsa red coloring. It also included Ferrari engine sounds as ringtones.[86]
  • Constellation Quest Ferrari (2010): This device used materials such as carbon fiber and DLC-coated titanium. Its software interface was designed to resemble a car's instrument cluster and included performance-tracking applications.[87]

Bentley (2014–2019): A five-year partnership with Bentley Motors produced a line of "Vertu for Bentley" smartphones.[88]

  • Signature Touch for Bentley (2014): This model featured Bentley's diamond-quilted leather and design elements intended to mirror the controls and color schemes of Bentley car interiors.[89]
  • New Signature Touch for Bentley (2015): A subsequent model that included an audio system reportedly tuned by a Bentley audio engineer and a custom Bentley-themed navigation interface. Production was stated to be limited to 500 units.[90]

Timeline of Major Events

[edit]

Foundation and Establishment (1998–2005)

[edit]
Date Event Description
Oct 1998 Vertu founded as Nokia subsidiary Established as a luxury phone division within Nokia, led by designer Frank Nuovo.[91]
Jul 2000 UK headquarters established Manufacturing facilities opened in Church Crookham, Hampshire.[92]
Mar 2001 Large sapphire crystal production Vertu reported production of a 69.25-carat sapphire crystal for use in phone screens.[93]
Jan 2002 Global launch of Vertu Signature Vertu's first phone, the Signature, launched in Paris. It featured a sapphire screen, ruby bearings, and titanium construction.[94]
Sep 2002 Concierge service launched A 24/7 concierge service for customers was introduced.[95]
2003 First brand campaign Marketing campaigns launched in luxury publications, positioning the devices as luxury accessories.
2004 Ascent series launch The Ascent series was released, featuring a design with automotive-inspired elements.[96]
Apr 2005 10,000th concierge request Company announced it had fulfilled its 10,000th request through its concierge service.

Global Expansion (2006–2012)

[edit]
Date Event Description
Jun 2006 Constellation series launch The Constellation series was introduced, featuring a ceramic keyboard and aeronautical design themes.[97]
May 2006 First China boutique opening A flagship store opened in Beijing's Oriental Plaza, marking the brand's entry into the Asian market.
Sep 2007 Ascent Ti launch The Ascent Ti was released, making use of Grade 5 titanium in its construction.[98]
2007 First Ferrari collaboration The Ascent Ferrari Edition was launched as part of a partnership with the car manufacturer.[99]
Sep 2009 Ayxta series introduction The Ayxta, a flip phone with a navigation-focused design, was introduced.[100]
Oct 2010 Constellation Quest launch First smartphone from the brand, running on the Symbian operating system.[101]
2011 Constellation V Milan launch A new model was introduced.[102]
May 2012 Constellation Candy launch A version of the Constellation available in various colors and targeted at female consumers.

Transformation (2013–2019)

[edit]
Date Event Description
Feb 2013 Vertu Ti - First Android device The company transitioned to the Android (operating system).[103]
2013 Acquisition by EQT Partners Private equity firm EQT acquired Vertu from Nokia.[104]
Jun 2014 Signature Touch launch An Android-based smartphone with a larger touchscreen.[105]
Jul 2014 Bentley partnership announced A five-year collaboration with Bentley was announced.[106]
2014 Aster series introduction The Aster series was introduced, featuring collaborations with leather artists.
Sep 2015 New Signature Touch launch An updated model featuring a 5.2-inch curved sapphire display and a gull-wing SIM mechanism.[107]
2016 Arabic Calligraphy Edition A limited edition was released in collaboration with calligrapher Wissam Shawkat.
Oct 2018 Aster P launch A new model with a music-inspired design theme was launched.[108]

Web3 and Metaverse Era (2020–Present)

[edit]
Date Event Description
Dec 2020 AYXTA FOLD launch Vertu's first foldable phone with a flexible display.[109]
Jun 2021 iVertu introduction A new product line was introduced with a lower price point, targeting younger consumers.[110]
Oct 2022 METAVERTU launch A device marketed as the "world's first Web3 phone," with features such as blockchain and NFT capabilities.[111]
Nov 2022 MetaWatch introduction A smartwatch was introduced.[112]
Oct 2023 METAVERTU 2 launch A second-generation model marketed with AI capabilities and enhanced security features.[113]
Apr 2024 Ironflip release A compact, vertically folding phone model was released.
Oct 2024 AI Diamond Ring launch A new diamond ring was announced.[114]
Oct 2024 Vertu Grand Watch release A new smartwatch model was released.
Mar 2025 Quantumflip release A phone marketed with a focus on quantum encryption technology.[115]
May 2025 AI Aura Ring release A new smart ring was announced.
Oct 2025 Agent Q release A device marketed as the "world's first AI Agent Phone".[116]

Market Position

[edit]

Vertu is widely cited by media sources as the first company to specialize in the luxury mobile phone market segment.[117] Vertu's business model focused on combining traditional craftsmanship and high-end materials with mobile technology, a strategy that distinguished it from mainstream electronics manufacturers.[118]

The brand's products have been positioned as status symbols and have appeared in popular media. Vertu's marketing has targeted high-net-worth individuals, and its products have been noted for their high price point relative to other mobile devices.[119] This pricing is attributed by the company to its use of expensive materials, such as sapphire and titanium, its hand-assembly process in the UK, and the inclusion of a dedicated concierge service.[120]

Vertu has continued to integrate new technologies into its products, releasing models marketed with features such as Artificial intelligence (AI) and Web3 capabilities.[121][122]

See also

[edit]

References

[edit]
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