It is perhaps no surprise that the main market for Vertu phones remains Asia, where the British heritage carries weight, followed by the Middle East and then Europe. The US, Mr Pogliani says, has been resistant to the virtues of Vertu in the past, but he says that the new range of lower-priced phones could open a larger market among wealthy Americans.
Vertu last month opened a store on New York's Madison Avenue – although the company has no plans for wider retail expansion, with a maximum of 15 new stores planned in the next year or so. Instead, he says, growth will come from revamped products.
There are scant financial details for the private company, which was founded and owned by Nokia until the sale to EQT, the private equity group, last year. The group is profitable, according to Mr Pogliani, although it does not disclose figures other than annual revenues last year of close to €300m.
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Ben Wood, an analyst at CCS Insight, says that Vertu has managed to "weather the economic cycle much like other luxury brands". The only time that he estimates sales dipped was about 18 months ago when the devices were having to use outdated software that was being phased out by Nokia.
Nokia still owns 10 percent of the group, which it designates as a financial investment that will not be sold with the disposal of its handset business to Microsoft next year – a move that will leave Vertu as one of the few handset makers left operating in Europe.
"Now with attractive products and a viable operating system without the shackles of Nokia, it has a good chance to grow again," Mr Wood says. "This is the ultimate gadget bling. Vertu offers a very exclusive version of the most pervasive piece of personal technology on the planet."
Mr Pogliani says the company that created the luxury phone segment now needs to maintain its leadership in a market that has become more competitive (see box). Vertu has sold about 370,000 handsets in the past 10 years, about as many phones as Apple sells every day, but he adds that the group had never sought mass sales volumes.
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"[It is] a niche number compared to another producer but we are not running after those quantities. We have had profitable growth from the beginning, we have a leading position in a market we created. Now the challenge is to keep the leadership for the next 10 years. [The new phones] will be enough sources of growth for us in future."
Vertu has a counter next to the luxury watches in Selfridges, the UK department store, where it attracted a surprising amount of passing interest on a recent wet Monday afternoon. Whether the brand will thrive is open to question, however, given the fickle world of technology, and the even more fickle world of fashion.