Vertu, a new company committed to unparalleled communication solutions, has pioneered an entirely new category in mobile communication with its signature first introduction: the world’s most exclusive personal communication instrument. More than a mobile telephone, it fuses the best in craftsmanship, precision engineering, proven technology, high performance and a unique personal service, into one groundbreaking invention appealing to the most discerning customer. Vertu is a modern classic that is a personal possession to be treasured.
Vertu was envisioned by the company’s Creative Director and Designer Frank Nuovo. His mission: to apply authentic time-honoured traditions and craftsmanship to proven mobile technology, a category Nuovo has mastered as head of design for Nokia since 1995. In doing so, he would bring artistry and personal significance to an everyday object, elevating it to the level of the finest timepiece.
“History has provided inspired examples of dedication to precision craft and design. Our ambition applies this approach to proven advanced mobile technology, creating Vertu’s first signature product, and capturing the creative philosophy of our new company,” explains Nuovo.
For Nuovo and Vertu’s team, building this groundbreaking product is the beginning of Vertu’s journey of commitment. The instrument’s components have been specially crafted in partnership with the world’s most prestigious manufacturers – from Vertu’s sapphire crystal face to the bezels that come from a venerable supplier of platinum and gold, to the leather that surrounds Vertu crafted from the finest hide. The engine architecture has been developed to ensure trusted and proven performance, through an advanced technology partnership with Nokia.
A singular mission drove Vertu’s engineers, to build a communication instrument with unparalleled longevity. Assembled by hand in pristine workshops, Vertu’s internal architecture features more than 400 mechanical parts, among them 18 jewelled bearings, all inside a case constructed of the finest materials. The effort to create such an instrument alone resulted in over 20 new patents. Vertu’s materials meet the highest standards for quality. The sapphire used on the face is a scratch-resistant crystal second only to diamond in hardness. The Vertu instruments that boast precious metals such as platinum or gold are all individually hallmarked. Similarly, key movement ruby bearings ensure the key press is smooth and precise.
Vertu achieves its goal of creating the first precious technology instrument thanks to a remarkable engineering concept ‘Evolutionary Technology’. ‘Evolutionary Technology’ allows the internal engine and product functionality to be seamlessly upgraded to keep in line with advancing technology. This allows a Vertu client to have up to date and proven technology incorporated into the internal engine whilst the external casing may remain the same.
Vertu boasts a front-lit high resolution display, and a refined new antenna giving unparalleled sensitivity. Furthermore, Vertu’s hi-fidelity audio system speaker dramatically enriches the aural experience with original composition ring tones, producing a full-bodied sound. At its launch, the instrument will work within the United States, Europe, and Asia Pacific.
“Vertu not only reinvents an object, it reinvents an experience introducing an entirely new category in mobile communications,” states Peter Ashall, President of Vertu. The experience begins from the moment of acquisition, for the instrument is only available through Vertu Galleries and by personal appointment at Vertu Private Client Suites, located in some of the most elegant shopping areas around the world. The signature collection announced January 2002 will be available in a range of exclusive material options including casings in platinum, 18 carat white gold, 18 carat yellow gold and stainless steel. Future collections will offer additional options for customisation. Vertu uses its network of artisans and craftspeople to ensure that the product is crafted at the highest levels of quality.
To invest in Vertu is to invest in a long-term relationship, and clients will experience a unique class of service. When acquiring Vertu, you join an exclusive community of people around the world that may take advantage of the Vertu Concierge. A global network equal to that of the world’s finest hotels at one’s disposal twenty-four hours a day, this exclusive support system allows the user to receive expert information on travel and entertainment, as well as reservations, preferred rates and access to emergency assistance, simply by pressing the dedicated key. The Vertu Concierge will be available within the United States, Europe and Asia.
The first Vertu collection will be available in summer 2002.
To celebrate the company’s philosophy and launch, Vertu has collaborated with a number of visionaries working in many creative disciplines. The first of these collaborations will be unveiled at the international launch event of Vertu in January 2002 in Paris at the Musée d’Art Moderne de la Ville de Paris in Paris. A series of events will follow in key locations including New York, Los Angeles, Hong Kong, Singapore and London.
The first collaborator, James Turrell, critically acclaimed for his extraordinary light installations, will debut a powerful new work, named “First Blush, 2002” at the event. A new short film called “Listen”, specially commissioned by Vertu and created by the award-winning director Ron Fricke (“Baraka”) will be premiered. Also for the launch of Vertu, British artist Christopher Bucklow has been commissioned to create a series of new art pieces.
Vertu is headquartered in the United Kingdom with offices in Paris, New York, Los Angeles, Singapore and Hong Kong. The company is committed to providing unparalleled communication solutions by combining craftsmanship, design and technology with a unique level of personal service. Vertu employs more than 200 people worldwide.