Vertu
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Vertu (stylised VERTU) is a manufacturer and retailer of luxury handmade mobile phones, established in 1998 and formerly owned by Finnish mobile phone manufacturer
Nokia Nokia Corporation is a Finnish multinational corporation, multinational telecommunications industry, telecommunications, technology company, information technology, and consumer electronics corporation, originally established as a pulp mill in 1 ...
. Previously located in the UK, ownership of the brand is now contested between two entities located in Hong Kong and France. It continues to produce new luxury model phones and watches with its 16 shops.


Concept

According to ''
The Economist ''The Economist'' is a British newspaper published weekly in printed magazine format and daily on Electronic publishing, digital platforms. It publishes stories on topics that include economics, business, geopolitics, technology and culture. M ...
'', the concept was to market phones explicitly as fashion accessories, with the idea "if you can spend $20,000 on a watch, why not on a mobile phone?" Vertu is the brainchild of the Italian Frank Nuovo, former chief designer at
Nokia Nokia Corporation is a Finnish multinational corporation, multinational telecommunications industry, telecommunications, technology company, information technology, and consumer electronics corporation, originally established as a pulp mill in 1 ...
. He proposed and presented the luxury concept to Nokia's board, who eventually accepted it in late 1998. At the time Nokia released their first luxury phone, the 8850. The resulting products called "Vertu" were finally announced in
Paris Paris () is the Capital city, capital and List of communes in France with over 20,000 inhabitants, largest city of France. With an estimated population of 2,048,472 residents in January 2025 in an area of more than , Paris is the List of ci ...
in 2002, and part of a separate
subsidiary A subsidiary, subsidiary company, or daughter company is a company (law), company completely or partially owned or controlled by another company, called the parent company or holding company, which has legal and financial control over the subsidia ...
called Vertu owned by Nokia. Former Vertu phones have been described as "tasteless trash" by ''
Wired Wired may refer to: Arts, entertainment, and media Music * ''Wired'' (Jeff Beck album), 1976 * ''Wired'' (Hugh Cornwell album), 1993 * ''Wired'' (Mallory Knox album), 2017 * "Wired", a song by Prism from their album '' Beat Street'' * "Wired ...
'' magazine, and "technologically modest" by the ''
Financial Times The ''Financial Times'' (''FT'') is a British daily newspaper printed in broadsheet and also published digitally that focuses on business and economic Current affairs (news format), current affairs. Based in London, the paper is owned by a Jap ...
''. They are often described as bling.


Collection

Vertu was launched on 21 January 2002 and the first collection available later that year. The flagship model "Signature" was launched in 2003. Its key pad contains nearly 5 carats of
ruby Ruby is a pinkish-red-to-blood-red-colored gemstone, a variety of the mineral corundum ( aluminium oxide). Ruby is one of the most popular traditional jewelry gems and is very durable. Other varieties of gem-quality corundum are called sapph ...
bearings. Other models include Ascent (2004), Constellation Classic (2006), Constellation Ayxta (2009), among others. Ascent phones are designed to be lightweight and durable, made of aluminium or
titanium Titanium is a chemical element; it has symbol Ti and atomic number 22. Found in nature only as an oxide, it can be reduced to produce a lustrous transition metal with a silver color, low density, and high strength, resistant to corrosion in ...
with vulcanised rubber and leather. The Classics are simple and small handsets. Ayxtas are flip phones that come in numerous variants and colours. In 2006, Vertu produced and released the Aerius Bluetooth Headset designed by Jacob Jensen Design. File:Vertu headset.jpg, Vertu Aerius Bluetooth Headset, released 2006 File:Vertu-signature-stainless-steel.jpg, A Vertu Signature phone in stainless steel, released 2003 File:Vertu-Constellation.jpg, A Vertu Constellation Ayxta on display, released 2009 File:vertu-boutique-old-bond-street.jpeg, Old Bond Street boutique, London File:Vertu-ginza.jpg, Shop in
Ginza Ginza ( ; ) is a district of Chūō, Tokyo, Chūō, Tokyo, located south of Yaesu and Kyōbashi, Tokyo, Kyōbashi, west of Tsukiji, east of Yūrakuchō and Uchisaiwaichō, and north of Shinbashi. It is a popular upscale shopping area of Tokyo ...
, Japan in 2009
The Constellation Quest is the first smartphone by Vertu, equipped with a full QWERTY keyboard made from sapphire sculpted keys. Announced in October 2010, it is similarly styled to the Nokia E72 and runs the
Symbian Symbian is a discontinued mobile operating system (OS) and computing platform designed for smartphones. It was originally developed as a proprietary software OS for personal digital assistants in 1998 by the Symbian Ltd. consortium. Symbian OS ...
S60 operating system. It was priced from £5,000 (stainless steel and leather) to £17,300 (yellow gold). This was followed by Constellation in October 2011, the company's first touchscreen model. In February 2013, the Vertu Ti was the first Vertu handset after Nokia's sale, and uses the Android
mobile operating system A mobile operating system is an operating system used for smartphones, tablets, smartwatches, smartglasses, or other non-laptop personal mobile computing devices. While computers such as laptops are "mobile", the operating systems used on the ...
instead of Symbian. This was followed in June 2014, by Signature Touch. The Signature Touch's price ranged from $10,300/€7,900 for the base model to over $50,000/€44,000 for the Pure Jet Red Gold. Vertu also made limited edition handsets in collaboration with
Ferrari Ferrari S.p.A. (; ) is an Italian luxury sports car manufacturer based in Maranello. Founded in 1939 by Enzo Ferrari (1898–1988), the company built Auto Avio Costruzioni 815, its first car in 1940, adopted its current name in 1945, and be ...
and
Bentley Bentley Motors Limited is a British designer, manufacturer and marketer of Luxury vehicle, luxury cars and Sport utility vehicle, SUVs. Headquartered in Crewe, England, the company was founded by W. O. Bentley (1888–1971) in 1919 in Crickle ...
. The 2017 version of the Vertu Constellation was the last Vertu handset released before the company went bankrupt in 2017. In 2018, Vertu emerged from bankruptcy and introduced the Aster P smartphone in October at an event in
Beijing Beijing, Chinese postal romanization, previously romanized as Peking, is the capital city of China. With more than 22 million residents, it is the world's List of national capitals by population, most populous national capital city as well as ...
.


History

Vertu phones were made in its factories in Church Crookham, Hampshire, England. Handsets were sold through an emphasis on craftsmanship, style and service, rather than mobile phone functions. The business was based in the
United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...
with offices in
New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...
,
Dubai Dubai (Help:IPA/English, /duːˈbaɪ/ Help:Pronunciation respelling key, ''doo-BYE''; Modern Standard Arabic, Modern Standard Arabic: ; Emirati Arabic, Emirati Arabic: , Romanization of Arabic, romanized: Help:IPA/English, /diˈbej/) is the Lis ...
,
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,
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,
Hong Kong Hong Kong)., Legally Hong Kong, China in international treaties and organizations. is a special administrative region of China. With 7.5 million residents in a territory, Hong Kong is the fourth most densely populated region in the wor ...
,
Paris Paris () is the Capital city, capital and List of communes in France with over 20,000 inhabitants, largest city of France. With an estimated population of 2,048,472 residents in January 2025 in an area of more than , Paris is the List of ci ...
and
Singapore Singapore, officially the Republic of Singapore, is an island country and city-state in Southeast Asia. The country's territory comprises one main island, 63 satellite islands and islets, and one outlying islet. It is about one degree ...
. In October 2012, Nokia sold Vertu to
private equity Private equity (PE) is stock in a private company that does not offer stock to the general public; instead it is offered to specialized investment funds and limited partnerships that take an active role in the management and structuring of the co ...
group EQT VI for an unspecified amount, but retained a 10% share. By the end of 2013, the company had around 350,000 customers, and phones were on sale in 500 retail outlets, including 70 run by the company. In 2015, it was announced that EQT had sold its share of Vertu to Godin Holdings, a Hong Kong–based
holding company A holding company is a company whose primary business is holding a controlling interest in the Security (finance), securities of other companies. A holding company usually does not produce goods or services itself. Its purpose is to own Share ...
., In November 2015, Massimiliano Pogliani was replaced by Billy Crotty as Vertu's CEO, who in turn was replaced by Gordon Watson three months later. In March 2017 Godin Holdings sold the company to Baferton Ltd. a Cyprus-based Turkish company. In July 2017, the new shareholders applied to a court for
bankruptcy protection Bankruptcy is a legal process through which people or other entities who cannot repay debts to creditors may seek relief from some or all of their debts. In most jurisdictions, bankruptcy is imposed by a court order, often initiated by the deb ...
, the company went into
voluntary liquidation Liquidation is the process in accounting by which a Company (law), company is brought to an end. The assets and property of the business are redistributed. When a firm has been liquidated, it is sometimes referred to as :wikt:wind up#Noun, w ...
after plans to save it failed and Vertu Corporation Ltd was put into liquidation, leaving its residual staff of 200 unpaid and unemployed. Vertu AK France is the parent company of Vertu Corporation, through which the Vertu brand and company continues its business today. In May 2020, the factory and office complex in Church Crookham, empty since July 2017, was demolished to make way for a retail park.


See also

* Goldvish * Gresso * Bellperre International * Caviar (company)


References

{{Reflist Companies based in Hampshire Electronics companies of the United Kingdom Mobile phone manufacturers Nokia mobile phones Hart District British brands Luxury brands Manufacturing companies of England Electronics companies established in 1998 Retail companies established in 1998 Shops in New York City