Will people flock to designer cell phones the way they do to Rolex watches? Motorola is betting they will. The $1999 Motorola Aura is the first 16-million color circular display handset cell phone to be offered in the United States market, and is aimed at the luxury market. The sweetest feature of the luxury phone is its 1.55 inch diameter LCD screed with 300-ppi resolution and a scratch-resistant 62-carat sapphire-crystal lens to protect the lush view.

CrystalTalk voice-enhancement technology creates a superior audio experience as well. Other high end features include Internet connectivity, a fixed-focus camera, and a music player. The Aura was inspired by designer watches and is made with the same custom craftsmanship with a stainless-steel casing, a mirror-polish finish, and 700 separate components. The luxury phone is available only through Motorola at the Moto Store at www.motorola.com.