Smartphone brands like LG exited the market in 2021. HTC and Sony barely survive. But it keeps going, despite bankruptcy in 2017. The brand started under Nokia in 1998. Since then, it changed hands multiple times from Turkish, Chinese, private equity and yet it never died. Today, Vertu rebrands mid-range phones with luxury materials like gold, sapphire, and exotic leather.
The latest Vertu, the Metavertu, starts at £2,787. Its priciest version, the Himalaya Alligator Leather with 18K gold and diamonds, costs over £34,000 ($41,000). Underneath the luxury exterior is a Snapdragon 8 Gen 1 chipset, triple rear cameras, 18GB RAM, and 1TB storage hardware from 2022. Vertu markets it as the “world’s first Web3 phone,” loaded with NFT tools and blockchain apps, mixing tech hype with high price tags.
Malayalam actor Fahadh Faasil was recently spotted in Kochi carrying a classic Vertu keypad phone. The device, estimated between Rs 3 lakh and 10 lakh, sparked a buzz online. Fans and media alike shared memes and nostalgia over the old-school luxury phone. Vertu once counted stars like Madonna, David Beckham, and Michelle Yeoh among its clients.
Earlier Vertu models boasted handcrafted concierge services. The Metavertu now offers a “concierge” via an app that links to booking forms and a publicly available support number far from the exclusive service it once promised. Vertu’s focus remains on luxury materials and exclusivity, rather than cutting-edge technology.
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Vertu survives by selling exclusivity, mystique, and nostalgia. It wraps outdated hardware in diamonds and Web3 buzz. Celebrities like Fahadh Faasil keep the brand in the spotlight. Though it ignores the latest tech trends, Vertu’s strange blend of luxury and retro appeal ensures it keeps crawling in a market where many giants have fallen
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