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Author: Chang Yan

I’ve been catching up on the 007 movie series recently.

In what is widely regarded as the best 007 film, “Casino Royale,” James Bond travels halfway around the world to the Bahamas and successfully seduces the girlfriend of a local criminal leader, Solange. But just as the two of them are getting intimate on the floor, Bond learns of the villain’s plans.

And he says, “I’ll just have a single serving of the caviar from Room Service.”

This story tells us that caviar is a delicacy that is highly respected, even when Bond is chasing women. Moreover, caviar is very expensive, and even Bond, who swipes his British Treasury credit card, won’t forget how many portions to order when he is in the throes of passion.

Furthermore, whether the word caviar is spoken by a Chinese or European, it carries a strong Russian flavor.

All of this is why a Russian luxury accessories company is named CAVIAR.

Previously, the company’s products were as violent and direct as the Russian people, preferring to fill the surface with all kinds of rare materials that everyone thinks are expensive. The design was the more eye-catching, the better.

Just like this.

It looks like it was just quietly taken out of the medieval collection of the royal family.

What’s more, CAVIAR’s products are all limited editions, with the majority of products having no more than 100 items, ensuring that they are not easily bumped into by privileged users.

Soon, CAVIAR realized that in order to make customers willingly spend a lot of money, they couldn’t be practical, they had to be virtual, and the ideal was more important than the demand, and the sentiment was broader than the ideal.

By this measure, Musk is simply the best sales target—

Looking up at the sky, he has a fantastic imagination of turning humanity into an interstellar species.

Steadfast, he has actual wealth that has held the position of the world’s richest for many days.

On CAVIAR’s official website, you can even see two exclusive tags, “far-sighted person” and “Musk”, belonging to the C position and C++ position, which is rare for a mobile accessory factory.

CAVIAR made a splash by finding a big name, just like many people think Tesla is just an “iPad with four wheels,” and CAVIAR intends to treat Tesla like it treats cell phones.

So they came up with a Model S covered in 24K gold everywhere: the Caviar Model Excellence 24K.

The entire car has been painted an extremely deep matte black, and the reason for this is simple: to highlight the pure gold that covers the car, including the front grille, side skirts, rims, rearview mirrors, and even the front and rear bumpers.

It is believed that this will greatly help to improve driving safety, and any wear and tear from random collisions would all be real gold.

However, the limited edition car sold poorly, after all, it was too expensive compared to a phone and had a “nouveau riche” feel that was hard to erase from the design.

After an initial setback, CAVIAR decided to refocus and return to its old business–modifying phones.

Not only was the idea consistent, but this time there was even a design.

CAVIAR launched two versions of iPhone 12/13, called “Gold Titanium” and “Black Titanium,” respectively.

At the beginning, CAVIAR raised a soul-searching question: What do you think is always valuable and sought after, gold or high technology?

Clearly, gold represents traditional wealth, while titanium has become a symbol of wealth as aerospace metal.

Regardless of the material you choose, the design used in these two finished phones is a simple abstract version of the Model S front face pattern.

Of course, the additional layer of gold is not free. The cheapest version is the 128GB iPhone 12 Pro in black titanium, which is priced at $6,140, and the price goes up to $6,600 with the added gold.

It is evident that the reason why we can still easily find these device images today is that their limited edition of 99 pieces was not sold out. Why? Because the storytelling was not done well. Even the worst girl I know refers to herself as a Story Teller in her professional introduction. You see, even deceiving ordinary people requires the ability to tell a story, let alone deceiving top billionaires.

Space has become the most crucial topic selection for CAVIAR this time. The product they came up with for this mobile phone case, called “Space Conquerors Musk,” is neither as exaggerated as gold-plating a spacecraft nor as simple as drawing a rocket directly on the phone. Instead, they adopted a commemorative method that almost originated from the human heart toward space behavior – first launch an object into space, then retrieve it back for permanent collection.

Embedded on this “Space Conquerors Musk” mobile phone case is a fragment that accompanied the CRS-14 Falcon 9 and CRS-17 Dragon into space. The fragment is mounted on a golden thread with the date representative of SpaceX’s Mars journey, May 6, 2002, and a silhouette of Musk’s head below it.

On the other hand, the “Discovery Must Be on Mars” mobile phone case, which is said to be customized for a private individual, contains a memento provided by the British company The Space Collective from the Materials International Space Station Experiment (MISSE) facility on the International Space Station (ISS). The mission is also directly related to SpaceX’s Alpha Space flight.

It is said that these two special phones can make CAVIAR’s customers “become a part of history like an astronaut and master the real fragments of spacecraft to conquer the boundless universe”.

The innovative CAVIAR successfully integrates the cold and lifeless spacecraft fragments with the hot and trendy lifestyle.

After all, phones are also big items in our personal belongings nowadays. Therefore, let’s expand this theme to the more popular sneakers now. CAVIAR has launched a custom Nike Air Force 1 sports shoe of the same series.

The basic version is spray-painted with Elon Musk’s own Tesla Roadster, which was launched into space, priced at $990. The custom version also incorporates the elements of space fragments, and the price is also “affordable” at $1490.

Following the same concept, CAVIAR’s product line can be expanded almost in parallel with the expansion of Musk’s business line.

When Tesla announced its humanoid robot at this year’s AI Day, CAVIAR immediately launched the corresponding product. This design looks the most “low-key” and combines the appearance of the Tesla Bot with the classic human figure “Vitruvian Man” by da Vinci. The fusion of the two highlights the creativity, while the use of titanium metal also adds a sense of industrial innovation.

Perhaps due to the confidence in this design, the limited edition this time has been increased from the previous 19 for the space edition to 99.

Is it time to become a legend now?

Appropriately, CAVIAR recently launched Musk’s bust.

If you want to sell a statue at a high price, there are usually two ways: either the person who made the statue is highly valued, or the material used to make the statue is highly valued.

After using gold and titanium metal for a long time, they seem to have become less unique.

Therefore, CAVIAR simply bought a Tesla, polished the entire paint surface of the car, melted the metal directly, and now owns the core material for making this statue.

“Nothing represents a person’s spirit better than their work.”

The half-body statue was placed on a granite base and decorated with golden inscriptions bearing Elon Musk’s name.

No, it’s not just gold-colored, it’s officially plated with 24K gold using a double electroplating process.

This 6.2×9.2×19.7 cm statue is priced at $3,220 and is limited to 27 pieces worldwide.

Usually, this is where a common article would end and say, “if you feel it’s too expensive, you can choose XXX.”

No, this time, if you feel it’s too cheap, you can choose the Tesla Electro phone case of the same craftsmanship, which is embedded with silver metal from the body of a Tesla car on a black titanium metal base. It depicts the outlines of Elon Musk, Tesla’s logo, Model S, Cybertruck, and Roadster 2.

Limited edition of 99 units worldwide, each priced at $6760.

To be honest, I really want to buy one.

Originally, we planned to make a video about this article, but we felt that talking about it on paper was too awkward. If people from CAVIAR see this article (after all, they are a large enterprise with a Chinese official website and a Shanghai team), please contact us for a shooting.

Also, on the same page, we saw the same “suit” worn by Steve Jobs and Jack Ma…

But here, I don’t understand why one Musk can beat two Jobs, and why Ma Yun is even more expensive than Jobs.

Besides, all of them are custom-made phones, and one Ma Yun is worth three Musks…

It’s really a matter of showing off one’s power.

This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.