Electronic gadgets are the new stars in luxury market
Growth rates for luxury electronics products in the US are seven times higher than for jewellery
New owners of the latest Apple iPhone 6 model may feel they have purchased something exclusive but for the consumer who wants something truly special, there's always an iPhone plated in 24-carat gold.
Luxury usually conjures up images of watches, fine jewellery or designer apparel but as electronic products become "wearable", consumers have started to opt for more status-enhancing gadgets.
In lieu of an official gold-coloured iPhone 6 from Apple, British company Goldgenie is offering 24 carat gold-plating services to shoppers around the world, starting from £2,437 (HK$30,854) and up to £3,037, depending on the iPhone 6 model. The company, which says greater China makes up approximately 20 per cent of its global sales, also sells rose gold and platinum editions.
"What we have found is that gold is an international language. It represents status, style, and luxury," Goldgenie spokesman Frank Fernando said. "Electronics never really had a brand other than Bang and Olufsen that people covet and value but electronic devices are almost wearables now, aren't they? The way you show off a Gucci handbag or any branded handbag or Jimmy Choo shoes, now the phone adds to that status."
Ordering the new iPhone through Goldgenie, which claims Will Smith, David Beckham and high-end brands Aston Martin and Rolls-Royce among its customers, also allows the luxury of forgoing the queue. "A limited number of iPhone 6 smartphones have been reserved for Goldgenie's clientele through their solid relationships with premium Apple resellers," the company said.
Apple said yesterday it had sold a record 10 million iPhones in the first weekend after its new, larger phone models went on sale in 10 countries on Friday.