You have to question the size of the global market, but in the cash rich and image conscious Middle East, Vertu phones, that retail between Dh17,600 for the Ascent Collection and an astonishing Dh124,800 for the Signature Platinum, are doing very well, according to the company.
Gulf News contacted Vertu, a subsidiary of communications giant Nokia, in an attempt to understand the positioning of the company's phones.
Vertu has targeted a "predominately male, successful audience an audience where price is less important than quality and the statement each phone makes", the company said.
While in the past mobile phones have had a 12-18 month lifecycle, Vertu has attempted to create a new market segment for the mobile market akin to high end jewellery or wristwatches, it said.
Vertu said the phones are "handcrafted and obsessively crafted ... The sapphire crystal screen is polished by a diamond medium and can only be scratched by a diamond since it is the second hardest material to diamond.
"The jewelled, ruby, bearings under each key provide the ultimate click and durability of the key press which has been tested to millions of presses."
Vertu also offers a Concierge button that can be pressed to gain access to lifestyle managers.
Gulf News asked Vertu whether a key pleasure of a mobile phone was replacing it with a new one every year something you would not want to do with a Dh18,000 phone.
We were told that owning the Vertu phone is "akin to owning timepieces and jewellery ... The Vertu phone is built to last more than 10 years."
However, there is a reason for the short shelf life of a mobile phone technology and functionality. Mobile phones have radically changed in form and functions since their inception.
The latest threaten to be MP3 players as well as digital cameras, use screens displaying millions of colours while 3G is fast replacing GSM by allowing much faster data throughput and the possibility of downloadable movies and music.
The Vertu may still be pristine in ten years time but would you still want to be using GSM?
Vertu will be launching two new variants for its Ascent range. The Vertu Ascent Motorsport Limited Edition will be available in the coming month to celebrate Vertu's participation in the Porsche Michelin Supercup.
Only 997 phones will be manufactured and released globally. Vertu will also be revealing soon its new Ascent White Special Edition.
Gulf News
