Back in the day, Nokia had a luxury brand: https://en.wikipedia.org/wiki/Vertu https://en.wikipedia.org/wiki/Vertu It was exactly the "expensive watch" model;

Back in the day, Nokia had a luxury brand: https://en.wikipedia.org/wiki/Vertu https://en.wikipedia.org/wiki/Vertu It was exactly the "expensive watch" model; priced absurdly high on the Veblen good theory. It didn't work.