Ulysse Nardin didn't go the same route other phone makers go to build the Chairman. The device is not built in the same factory that makes the $99 Android handsets. Each one is handmade in a custom built facility in Hungary. The limited availability of each Chairman isn't a marketing gimmick-they really take a while to produce. It takes 700 man-hours just to cutting and placing the diamonds on the Chairman. And if you want the one with diamonds scattered about, you'll have to wait seven months.