Tracing the Journey of Vertu with Gordon Watson

p/p pandnbsp;/p pFrom jewellery to food and even travel, there possibly is no aspect in one's life that luxury hasn't touched. So it comes as no surprise that luxury grew to become an essential part of the technological world as well. Gordon Watson, Vice President, Vertu, tells us more about the brand's journey to becoming a name synonymous with opulent mobile phones./p pandnbsp;/p pVertu's expedition with luxury mobile phones traces all the way back to 1998, with the brand drawing inspiration and involving people from various design and technological fields. At a time when the mobile industry revolved around voice centric products with keypads, Vertu posed a vital question - can mobile phones have luxury aesthetics? Watson states, "The first Vertu phone-the Signature-was shipped in 2002 and it was almost the mobile equivalent of a Bentley car-stunning, robust and tactile"/p pandnbsp;/p p style="text-align: center;"/p pandnbsp;/p pFrom the Signature onwards the brand grew its strength manifolds. Moving on, Gordon talks about the brand's latest launch, "We have launched our pinnacle, high-performance smartphone, New Signature Touch which boasts of Vertu's most vibrant display ever." Obviously, this walk from 2002 to the present time has faced its share of challenges; the biggest one being balancing luxury and the ever growing world of technology. "Luxury moves at a slow pace while technology is ever evolving. In addition, to cater to the new generation we not only need to meet the tech demands but also focus on marketing and retail approaches."/p pandnbsp;/p pWhen speaking of phones, the marketing head honcho presses on the need for personalisation in every aspect of luxury along with a demand for new materials, colours and finishes. He insists, "Luxury has also moved towards understatement and connoisseurship, with customers increasingly being interested in the mechanics. This move is particularly visible amongst younger luxury buyers."/p pandnbsp;/p p style="text-align: center;"/p pandnbsp;/p pMerging the two worlds isn't easy, but Vertu manages to deliver every single time with each model. The brand's USP, of course, lies in the royal service that it offers. Gordon elaborates, "Inspired by hotel concierge services, we added one extra key on the side of the Signature model, connecting customers to the Vertu Concierge via a hotline service. This service is a fundamental part of the customer offer, alongside the use of the finest materials, handcraftsmanship, design and technology. As technology has evolved we can now communicate in real time, allowing us to deliver a discreet and highly personalised service"/p pandnbsp;/p pThe brand's elite clientele speaks volumes about their precision in design, innovation of technology and, of course, unmatched luxe services. Read on as Gordon Watson tells us more about the key elements of the Vertu phones./p pandnbsp;/p p style="text-align: center;"/p p style="text-align: center;"andnbsp;/p pstrongIconic moments etched in the brand's journey./strong/p p"The iconic moment that resonates with me personally was when we perfected the production process for sapphire crystal and created the world's largest piece of cosmetic sapphire crystal at 69.25 carats in March 2001."/p pandnbsp;/p pstrongLuxury tie-ups/strong/p p"Besides Bentley Motors, our recent collaborations include Bang andamp; Olufsen, the audio company and Hasselblad, luxe camera house. In addition, our ringtones are recorded by The London Symphony Orchestra, especially for Vertu."/p pandnbsp;/p pstrongThe ever-growing mobile industry/strong/p p"Where the mass markets stops, Vertu begins. We offer a suite of curated services with a blend of features. So our core strength lies in reliability and effortlessness"/p pandnbsp;/p pstrongPeeking at a futuristic Vertu phone/strong/p p"Our focus remains on our core expertise-luxury mobile phones-although we always keenly follow the developments in wearable technology, assessing the relevance to the luxury market."/p pandnbsp;/p pstrongFuture plans/strong/p p"We are working on a number of new initiatives designed to maintain Vertu's industry leading position. Pivotal to this are our plans for Vertu Services and our recently addition - Vertu Club. This would help ramp up the already very close relationship we enjoy with our customers and inform them of the portfolio of services we offer."/p pandnbsp;/p pemImages via a rel="nofollow" href="../../content/vertu.com" target="_blank"Vertu/a/em/p pandnbsp;/p pstrongMore On andgt;andgt; a href="http://luxpresso.com/gadgets/tech" target="_blank"Tech/a/strong/p

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