The Chinese-owned maker of the world's most luxurious phones, Vertu, has announced the launch of their latest flagship device, called Vertu SIGNATURE Cobra limited edition. The device will only be available on Jingdong Mall, an online shopping site. The company has also confirmed that the device does not have smartphone capabilities, it is only a cell phone. Only eight individual units will be made, and just one will be sold in China. The Vertu SIGNATURE Cobra Limited Edition has 388 different parts and is hand-assembled in the UK. It is made by Boucheron, the French royal jewelry brand and inspiration for the device comes from the original Vertu SIGNATURE. The body of the phone has 439 rubies which create the distinctive cobra outline, while the eyes are made with two emeralds.
Vertu is well-known for making elegant devices with luxury touches. Their devices are extremely high-end with their least expensive model costing around $4,200. The company was first established by the Finnish mobile giant, Nokia in 2008 and they then sold it to a private equity firm in 2012, although Nokia retained a share of 10%. In 2015, it was announced that the private equity firm had sold its share to Godin Holdings, who are a holding company based in Hong Kong. Vertu calls their devices "mobile communications instruments." Each one is made completely by hand in a factory belonging to the company located in Hampshire, England.
Vertu phones are available in many different countries, through their own branded stores, or from concessions in well-known department stores, such as Selfridges and Harrods in London. Luxury touches that have been included on past devices include a titanium or aluminum body, sapphire-cut keys, a back made from alligator or ostrich skin, and their CONCIERGE service, accessed by tapping a button made of ruby, which offers their customers 24-hour assistance to fulfill requests such finding gifts, or booking tickets. Fans of the new limited edition Vertu device can secure one with a tiny initial payment of 1000 Yuan ($145.) When the full balance of 2.47 million Yuan price (approximately $360K), is paid off, the company assures their customers that they will immediately arrange for the device to be delivered in a helicopter.