Vertu store in Dubai - the remains of the former greatness of the luxury brand

Hello.

In Dubai, I could not miss the Vertu store, which is open opposite City Walk, next to the Rolls Royce car dealership.

The neighborhood is true in every sense, that's justthe old Vertu is gone, the company was declared bankrupt after the sale of Nokia's mobile division to Microsoft. Then she wandered from hand to hand, it came to the ridiculous when enterprising Chinese businessmen did not close Vertu boutiques, moreover, they already created their own models and at the same time said that they were made in England. I remember how much I was struck by this approach at the time, more precisely in 2018, when those events took place. Aster was chosen as a prototype for the new model; it has become one of the company's iconic devices.

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The company changed hands, and besidesshe had nothing to name, as well as the ability to use old developments. The production in Hampshire was closed, it was too expensive. I remember how we visited this factory, talked with designers and engineers.

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The latest iteration of Vertu is this - the companydeclared bankrupt in 2017, employees laid off. The complex of industrial buildings and offices in England was physically destroyed. However, Baferton LTD, registered in Cyprus, owns the rights to the brand and hence the appearance of a boutique in Dubai. I’m not entirely sure what is happening in China, how the fate of the brand has developed there, on my next trip I will definitely go to the shops and see what they sell there.

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Small boutique, well located, familiar Vertu sign.

The screens showcase the company's products, but the screens themselves are of low quality, which is clearly visible in Dubai, where everyone is obsessed with screens. For comparison, this is how the screens of “luxury” Vertu look like at night.

And this is what the world's largest OLED screen in the Dubai Mall looks like.

What is called feel the difference. But in some ways this is significant, since they are still trying to squeeze all the juice out of a dead project, to use the brand that was once created by Franck Nuovo.

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Like it or not, but the basis was laid powerful, that even today they are trying to exploit it. Inside the boutique is like a boutique, nothing special.

Two models are on sale today - the basic iVertu (that's where these names come from, who comes up with them - some kind of China in terms of approach and name).

Ceramic top, metal body, calfskin and a choice of colors. The price is just under $3,000. Inside the usual Android, there are no such services.

The second model is the long-suffering Aster withprefix P, the sellers claim that the development is in England, but the assembly and components are from China. The cost is a little over two times more, but the filling is worse - the device only supports 4G, the screen is smaller.

Inside the familiar Android.And it’s definitely not worth waiting for the level of service of the Concierge service, which it once was. Before us is something Chinese, wrapped in an old brand, hoping to get sales due to this. For a week I noticed that there are never people inside Vertu, even curious ones. Passed by the store more than a dozen times and all the time inside is empty.

What can I say?Not all brands die quickly, some are trying to revive, turn into a kind of walking dead. People who deal with Vertu today have certain problems with taste, understanding of luxury, saving on trifles. It is enough to look at the company's website to understand that they didn’t spend much on it, they did it for good.

It's never been a luxury brand, now it's somethingbasement-Chinese, masquerading as an old brand. And this is sad, because I sincerely loved that brand and used a couple of models. Now it remains to remember them with sadness.

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