Antares, new luxury smartphone, available in Dubai

Italian brand launched Antares smartphone in Dubai, plans to sell it across the ME
Antares Smartphone.
Antares Smartphone.


Tonino Lamborgini has launched a new luxury brand mobile phone in Dubai. The Antares mobile phone, which features engraved stainless steel casing, is available now in Dubai, and will be launched soon in Qatar, Saudi etc.

Gianluca Filippi, CEO at Tonino Lamborghini, believes that Antares mobile phone is part of a new market in the ME where there are not competitors for the brand. “I don’t want to be arrogant, but I don’t care about competitors. We are Tonino Lamborghini […] We offer a premium, top quality, top tech and a luxury design, we totally differentiate our product,” he said. Brands that customise devices from other mobile phone brands are not seen as competition for Filippi. “There is a new market to follow this concept,” he stated.

The Antares smartphone is a limited edition product with a serial number engraved on the back. The phone has six different variations and there will be 1947 pieces in each series. This figure is a reference of Ferrucio Lamborghini’s year of birth, Tonino Lamborghini’s father. The device is made from stainless steel, it has a scratch proof Gorilla Glass screen, a high-performance quad-core 1.5 GHz processor, 2GB RAM, the sound system is provided by Yamaha and it has a four inch high-resolution touchscreen. Antares uses Android 4.2 Jelly Bean platform and the interface is designed specifically for the brand.

Tonino Lamborghini recently added a tech-luxury vertical to its business. 93.4% of the revenues of the group come from their international market. China, Korea and Japan are the main markets for the company, but the brand wants to expand its technological business to the Middle East. The company is planning to open a new office in Dubai after August, to manage business in the region.

There were 365 million mobile subscriptions in the Middle East in the first quarter of 2014, according to the Ericsson Mobility report published in June. In the Middle East and Africa, there are also around 157 billionaires are in the Middle East, according to the inaugural Wealth-X and UBS Billionaire Census 2013. This group of super rich individuals have a total net worth of US$354 billion (Dh1.4 trillion) and hold 40% of the region’s wealth. Saudi Arabia leads the region with 64 billionaires and the UAE is the second, with 37 billionaires.

Tonino Lamborgini plans to launch a new model with LTE connectivity in November 2014. The brand is already working on a new model which will include a buttom, after following customers’ demands. The new device will be launched in 2016. 

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