There aren't many cellphones that cost more than a brand new entry-level BMW. Then again, there aren't many that come encrusted with diamonds, 18-carat gold, platinum, rubies, titanium and space shuttle-grade ceramics.
Welcome to the rarefied air of Vertu, a brand of ultra-luxury phones that are so extravagantly priced that they make Louis Vuitton dog carriers seem almost modest.
An independent subsidiary of cellphone giant Nokia, Vertu was founded in 1998 with the intention of bringing the pinnacle of luxury and high living to the otherwise tech-focused realm of cellphones.
Vertu's principal designer and co-founder, Frank Nuovo, has said the company was established with the aim of raising the bar for what phones could achieve, both in terms of craftsmanship and durability.
'I didn't start this business to soak the phones in diamonds and jewels,' Nuovo told Wired. 'The concept is the same as a fine watch or a fabulous car. To be a true luxury product, you have to look at making something that doesn't have an 18-month shelf life.'
While people don't necessarily look for longevity in a cellphone (given the pace at which mobile technology evolves), luxury cars, watches and bags don't lose their usefulness in the space of a season, although changing fashion trends may render last year's Gucci bag gauche today.