Huawei Unveils ‘Ultimate Design’: A Leap into Ultra-Premium Smartphones

In a bold move to redefine the luxury smartphone segment, Huawei has announced the launch of its new sub-brand, ‘Ultimate Design’. This announcement, made on September 25, 2023, signifies Huawei’s ambition to surpass its current flagship offerings and cater to the ultra-premium smartphone market.

A New Era for Huawei

Huawei’s ‘Ultimate Design‘ is not just a name; it’s a promise. The brand aims to encapsulate the pinnacle of aesthetics, craftsmanship, and innovation. With this new venture, Huawei is set to challenge the norms of the smartphone industry, offering devices that are not only powerful but also exude luxury and style.

Features and Offerings

  • Materials & Design: Huawei emphasizes that the ‘Ultimate Design’ lineup will utilize top-tier materials combined with stylish designs. This is a clear indication of the company’s commitment to delivering a truly premium experience to its users.
  • Specifications: While specific details are yet to be unveiled, it’s evident that Huawei aims to pack these devices with powerful specifications, ensuring that they stand out not just in design but also in performance.
  • Huawei Mate 60 RS Ultimate Design: To mark the inauguration of the brand, Huawei introduced the Huawei Mate 60 RS Ultimate Design. This device is expected to be the torchbearer for the new lineup, setting the standard for future releases.
  • Huawei Watch Ultimate Gold Edition: Alongside the smartphone, Huawei also launched an ultra-premium watch under the ‘Ultimate Design’ branding. Previously, such premium devices were introduced under the Porsche Design branding. However, with this announcement, Huawei has made it clear that it will now establish its own ultra-premium lineup.

A Shift in Branding Strategy

Huawei’s ‘Ultimate Design’ is not just about luxury; it’s a strategic move. Previously, Huawei had collaborated with Porsche Design to release smartphones that combined luxury with high performance. These devices, under the Porsche Design label, were renowned for their opulence and top-of-the-line specs. However, with ‘Ultimate Design’, Huawei is carving out its niche in the ultra-premium smartphone segment. This shift might also be a cost-saving measure. By introducing its own premium brand, Huawei can potentially save on licensing fees paid to Porsche for using their design name.


Huawei’s foray into the ultra-premium segment is a testament to its vision and ambition. With the ‘Ultimate Design’, the company is poised to redefine luxury in the smartphone industry.

Key Takeaways:

  • Huawei launches ‘Ultimate Design’, a new sub-brand focusing on ultra-high-end smartphones.
  • The brand promises ultimate aesthetics, craftsmanship, and innovation.
  • Huawei Mate 60 RS Ultimate Design and Huawei Watch Ultimate Gold Edition are the first offerings under this new brand.
  • Huawei aims to establish its own identity in the ultra-premium segment, moving away from its previous association with Porsche Design branding.

About the author

William Johnson

William J. has a degree in Computer Graphics and is passionate about virtual and augmented reality. He explores the latest in VR and AR technologies, from gaming to industrial applications.