Dubai: German company Schaub Lorenz has unveiled the world's most expensive and ultra luxurious LCD TV in the Middle East market for $130,000 (Dh477,100).
The 40-inch LCD TV is studded with diamonds and white gold. Each diamond is of V VS1 brilliant white colour.
"The eco-friendly TV is made with degradable and reusable components consisting of 47 per cent glass, three per cent aluminium and 10 per cent iron allowing the TV to be 45 per cent more recyclable than a normal TV with many plastic parts.
The TV is completely hand-made - piece by piece construction - without screws and welding. The television screen functions are all activated by feather touch," said Dr Jean Shahdadpuri, Director, Nikai Group of Companies.
Schaub Lorenz is considered a pioneer in digital audio and video technology.
"Illustra" by Schaub Lorenz introduced in 1952 was the first colour television set in the world. It was also the biggest German manufacturer of portable radio sets.
Dr Radwan Khawatmi, President, Schaub Lorenz Middle East, said, "Our products are designed to meet our motto: 'Only the best is good enough and we bring the best together.' Each market for us is unique and caters to different requirements and conditions and in order to achieve this, we establish a reliable network."
Schaub Lorenz also offers a complete range of built-in consumer appliances.
"We have had immense response for this LCD in Europe and other parts of the world. The interest in Middle East is expected to be no less. Considering the uniqueness of this LCD TV, each one of these units is customised and made to order," Shahdadpuri said.
She said customers are free to make their selection and the cost of the TV will depend on the screen dimensions, the type and weight of the precious stones varying from emeralds, amethysts and rubies.
"Dubai surely does have its share of elite groups. Our target audience would be anyone who understands the uniqueness of the handcrafted piece with no screws or welding and are willing to pay the price.
"Each of our products is in line with the top brands in the market in features and aesthetics where we believe we are a good lifestyle brand and not selling just products. Each of our products makes a statement.
"With major technological leaps and rapid product cycles, we believe that a brand like Schaub Lorenz will establish new trends and create benchmarks in consumer electronics retailing in the region whilst providing customers with products that use the latest technology and are designed to perfectly suit their requirements," she said.
Crescent General Trading, a subsidiary of Nikai Group, has been appointed distributor for Oman, Qatar, Kuwait, Yemen and the UAE.
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