SEOUL, April 19 (Korea Bizwire) – LG Electronics Inc. announced on Monday that it has partnered with Italian jewelry and luxury goods brand Bvlgari to promote its roll-up TV to European customers.
The world’s second-largest TV maker said it recently hosted events for high-end customers at Bvlgari stores in Switzerland to showcase the SIGNATURE OLED R TV.
“As SIGNATURE OLED R and Bvlgari’s target customers are those who buy products based on value and not price, we believe joint marketing events will create great synergy,” LG said.
The 65-inch TV, showcased by its screen that comes out of a box and can be rolled up inside, was first launched in South Korea in October with a price tag of 100 million won (89 000 USD).
The product, which uses a flexible OLED display that harnesses self-illuminating pixel technology, is currently sold in 16 countries, but LG plans to expand its overseas launch in the future.
LG has attempted to promote the premium image of the TV by conducting joint marketing with luxury brands.
In South Korea, the company launched a marketing campaign with British luxury car maker Bentley Motors.