A new luxury brand is born! Savelli Genève brings fine jewelry panache to smart cell phones. Savelli Genève’s phones are handmade and compatible with Google Android technology. They also feature all the key applications necessary for everyday use. Alessandro Savelli, who comes from a family of jewelers, is the founder of this Swiss company based in Geneva.
“I wanted to create something new, something that had never been seen before: a gem of the future for the woman of today. It had to bring a new and innovative perspective to the industry of jewelry and luxury goods; an obsessive search for precious materials, from ultra-bombé sapphire crystal to high-tech ceramics”, explains the company’s founder.
Savelli had no previous experience in the luxury market. “My strategy was to seek investors with experience, and industry contacts that would contribute not only money but also added value,” says the entrepreneur. “Of our 25 shareholders, two are mutual funds and 12 are executives of companies related to luxury, fashion and retail, where marketing is critical to the success. I can mention Enrico Mambelli, who was president of Gianfranco Ferré and director of Cerruti, and Peter Ashall, co-founder of Vertu, among others.”
On three occasions since 2011, Savelli Genève has increased its capital to a total of $12 million, and in 2015, it opened a third round of funding. Savelli mobile phones—priced between $11,000 and $155,000—were successfully launched at the exclusive Harrod’s of London and Printemps in Paris in July 2013. The company wants to compete with the luxury mobile phone manufacturer Vertu, founded by Nokia in 1998 (now part of the investment fund EQT VI), and whose products have a more masculine character.
Currently, Savelli Genève distributes its products in fine jewelry and watch stores in Hong Kong, Cannes, St. Tropez, Marbella, Altea, Milan, Rome, Porto Cervo, Capri, and also in Monaco. Its expansion plans include Asia, the Middle East, and Russia.
Savelli Genève’s first collection, titled Jardin Secret, consists of 11 models made with exotic snakeskin and ostrich, emeralds and diamonds. Clients can customize their phones and engrave them with their initials or other motifs. And when their Savelli phone rings, they will hear the ringtones composed by Stephane Pompougnac, the famous record producer and DJ of Paris’ Hotel Costes. ■