Yours for $1m: The solid-gold mini PC

Who's bought 10 of this PC builder's limited edition solid-gold computers?

Ten solid-gold computers have sold for $1m a pop to private customers in the United Arab Emirates and Russia.

Made by Swiss PC builder Prime Computer, the 18-carat-gold mini PC follows the same design as the firm's flagship consumer offering called the PrimeMini 3, which can cost as little as $1,200.

Prime Computer uses components from Intel, Samsung and Kingston, and sources its casing from Manchester-based firm Tranquil PC, but builds the final product from its Swiss base in St. Gallen. Prime Computer has developed its own fan-less technology, which is implemented across all PC and server product lines.

Speaking to Channelnomics Europe, CEO of Prime Computer Josip Sunic, said that the firm originally intended to release a gold-plated product to the market, but as issues arose in the manufacturing process decided to commit to building a solid-gold PC instead.

"For a couple of years we have been making a relatively rare edition PC with a Swiss cross on it. But then a customer asked if we could make a gold version. We started with a gold plated version but that did not work out very well. The manufacturing process is very different - the gold and aluminium mix in the components resulted in the PC's colour to change. That is why we had to make it from solid gold," he said.

Prime Computer has limited production to 10 devices, claims Sunic, who said that there has been a small demand for the $1m PC from consumers in UAE and Russia. Prime Computer will only commit to building more gold PCs if there is "an incredible" future demand.

Sunic said that each PC requires the firm to buy $500,000 of solid-gold in order to make, but the CEO claims the company is still able to make healthy margins on each sale.

"In order to mill the gold down, and we do lose some of it in the process. But we do have good margin on it," he said.

The CEO claims that Prime Computer is responding to a demand for high-end, reliable, and rugged PCs, especially in sectors such as healthcare and manufacturing. The company also has its own server offering - PrimeServer - which has helped the firm land a massive contract with fast food giant MacDonald's.

"Our problem in the IT market has seen decreasing margins because larger manufacturers are only focused on volume and as soon as those margins start going down they cannot afford to run their business anymore. We have healthy margins and reliable products by comparison.

"We do not save on component costs, we will always use the best materials and the best components to make sure we have the most reliable machines. Our goal is not to supply a machine for two years, we believe machines can last five years, which is why we give our customers a five-year maintenance guarantee," he said.