Vertu will entice wealthy shoppers with handsets priced at up to £15,000 in its flagship London concession, which is expected to start trading from late September. Nokia is finalising deals to open other Vertu concessions in a number of high-end jewellers.
Nokia will position Vertu as a 'phone for life' that can accommodate any technological upgrade. The phones will be cased in platinum, 18-carat gold or stainless steel, with an entry-level price of £3500. The phones will also carry a button for a concierge service, which will enable 'cash-rich, time-poor customers to call for lifestyle assistance.
Advertising is by branding agency Seven Worldwide. Media planning and buying is by Initiative Media.
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