Luxury Insider

When buying luxury, our decisions are driven largely by emotional impulses rather than practical need, and there’s little denying that style and design are probably the most influential drivers of luxury purchases.

Manufacturers of notebook computers have clearly recognized this fact. Taiwan-based manufacturer ASUS impresses with its stable of up-market offerings, from its Reddot Award-winning S6 series to its Lamborghini-associated VX2 series. Both series combine state-of-the-art computing abilities with intricate leather detailing.

An even more extreme approach is taken by Dutch company Ego. Designed to be flaunted, the limited edition Ego-MC notebooks look like fine leather briefcases from the outside. Handcrafted and personalized, these notebooks and DVD players in one leave a lasting impression.

Danish electronics firm Bang & Olufsen is a clear leader here, being known the world over for its eye-catching products and stylish showrooms. The BeoLab 5 line exemplifies the company’s approach. Part audio-equipment, part contemporary sculpture, it is a perfect fit in the fastidiously designed interiors of luxury homes. Indeed, it is not uncommon for customers to design the décor of living interiors around their B&O equipment.

Even the most beautiful designs, however, will not redeem a product that fails to perform its primary function well, just as the rarest materials cannot mask shoddy workmanship.

A true luxury product should be a product of superior quality, durability and design, regardless of whether it is an electronic device or a mechanical watch. As the demand for high quality luxe-tech items increases, we can expect to see more companies enter this new arena for their piece of the pie.

Watch this space.