We reported Gold Plating Customizers before on AlphaLuxe but this is a different excess altogether.
Lux iPhone 7
Hot on the heels of Apple announcing the launch of the iPhone 7, the gold customisers – BRIKK – have announced that their Lux iPhone 7 is available. Except that they have already sold all units from the first production batch to existing BRIKK clients expecting delivery in mid-October 2016.
The Lux iPhone 7 starts at US$4,995 for the Standard Collection and up to US$1.3 million for Bespoke Collection Imperial models. The basic Apple iPhones are subjected to “interventions” at the Los Angeles headquarters and sold from service centres in Hong Kong, Turkey and China.
There are four collections:
Standard and Standard Colors Collections differ minimally from the original iPhone with 12 colour options hand-painted in matte or glossy finish and a few diamonds set into the logo. The cost of this “intervention”? – US$4,995.
Deluxe Collection introduces noticeable changes such as the replacement of Apple logo with BRIKK logo and hexagonal patterns of inlaid diamonds. Panels are plated with platinum 950, 24K yellow or 18K pink gold. Price on Application.
Bespoke Collection customers can choose any material to customise their smartphone with the help of the head designer. As the most expensive modifications could cost $1.3 Million, you can meet the head designer at BRIKK HQ or they visit you.
Orders for the second batch of Lux iPhone 7 are being taken now and shipping in late October 2016. If you are impatient, there is a Lux iPhone 7 hardcover art book with over 100 layflat pages of phones and accessories to whet your appetite; but it will cost you 10% of the price of your eventual Lux iPhone 7 as deposit.
Based on the Apple Watch, the Lux Watch by BRIKK is also pretty useless except when paired with an iPhone. Why not pair your blinged-out iPhone with a Lux Watch plated with 18K yellow gold, pink gold or platinum and set with diamonds?
There are three versions: Lux Watch Standard, Lux Watch Deluxe and Lux Watch Omni.
An aluminium Zero Halliburton case with carbon fibre and suede interior lining is supplied to contain the watch, charging connector/cable, wall electrical plug, user guide and certificate of authenticity. There is a 1-year warranty by BRIKK as your Apple guarantee has been invalidated.
The Standard has minimal intervention of metal plating only.
The Deluxe model is set with 2.00 or 2.30 carats of diamonds. The diamonds are VVS clarity and either D or E colour; they are set around the dial bezel, button and strap clasp. The difference in carat weight is because there are two sizes of Apple Watch – 38mm and 42mm. Plating is platinum 950, 24K yellow or 18K pink gold. The straps are either grey or black. (US$48,995 – $49,995)
The Lux Watch Omni model is set with 11.30 or 12.30 carats of diamonds. The diamonds are VVS clarity and either D or E colour; they are set around the dial bezel, button and full bracelet set.
The difference in carat weight is because there are two sizes of Apple Watch – 38mm and 42mm. Plating is platinum 950, 24K yellow or 18K pink gold. The bracelet plating matches the watch in platinum, yellow gold or pink gold. ($109,995 – $114,995)
What do you think?
If you chose the top-of-the-range BRIKK Lux iPhone 7 and Lux Watch Omni as a matched set, it could lighten your wallet by US$1.41 Million!
Is that the true cost of Luxury?
Author’s Biography: Melvyn Teillol-Foo (MTF)
Dr Melvyn Teillol-Foo is a contributor on AlphaLuxe web-zine.
He is also a moderator on PuristSPro.com horology discussion fora. He blends his scientific medical objectivity from the pharmaceutical industry with purist passion, in his musings about watches, travel, wine, food and other epicurean delights.
His travelog ‘Lazing’ and feasting ‘Grazing’ series of articles have now passed into “mythic legend” on the original ‘ThePuristS.com’ website. Those were the halcyon days when he was “rich and famous” that he remembers with bittersweet fondness.
Dr Teillol-Foo is a quoted enthusiast on the watch industry, appearing in feature articles and interviews by Wall Street Journal, International Herald Tribune, Sunday Times (London), Chronos (Japan), Citizen Hedonist (France) and other publications. He has authored articles for magazines like International Watch (iW) – both U.S. & Chinese editions, ICON (Singapore), August Man (Singapore), Comfort (China) and The Watch (Hong Kong).