To say the writing was on the wall for the luxury smartphone brand Vertu is an understatement, an android device that was more about the bling that tech isn’t going to have a lasting appeal. Especially when they cost tens of thousands to own one.

When Finnish company Nokia established the brand in the late 90’s, the mobile phone market was entirely different and was dominated by a single manufacturer. The idea was for high street buyers to stand apart from the rest of consumers with their Vertu’s. Brief was simple, make the most expensive mobile phone you can and there will be buyers, quite similar to how luxury brands plan their marketing.

But when it comes to technology it doesn’t work that way, while the phones had the most sought after jewellery on their casing the software usually ended being a generation behind leaving customers unable to install latest apps and software. Imagine having a RM50k smartphone but you can’t install Waze, or Instagram or take proper pictures, the dilemma Sheikhs must have experienced!

Having sold the business to a Turkish businessman, Vertu never did see its market grow, many were even surprised it lasted as long as it did. Novelty phones are nice to have but they will have to have the latest specification and priced accordingly. Vertu was beyond its league and customers sensed they will not be getting their investment back unlike a Van Clef brooch. In Malaysia Valiram Group is the exclusive distributor for the brand.