HP launched its new Spectre laptop, which is billed as the thinnest in the world, and the big picture is that the company is trying to position itself as an elegant innovator with a dash of luxury.

Just consider the venue of HP’s launch. The PC and printer maker rolled out the new Spectre and its “premium portfolio” of Envy devices at the New York Times International Luxury Conference in Versailles, France.

Also see CNET’s first take on the latest HP Spectre

Meanwhile, HP said it is collaborating with designers Tord Boontje and Jess Hannah. While tech buyers may not know that duo HP is banking on that name recognition to dabble in luxury goods. Boontje and Hannah worked with HP on two limited edition laptops that have texture, diamonds and 18K gold and be auctioned to support the Nelson Mandela Foundation.

Here’s a look at Boontje’s collaboration followed by Hannah’s gold version of the Spectre.

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The new Spectre runs on Intel Core i5 and i7 processors and is 10.4 mm thick. The laptop also has a full HD 13.3 screen and Bang & Olufsen sound. HP’s Kevin Frost, general manager of consumer personal systems, described the new Spectre as “sexy” and setting “a new standard.”

HP’s 13.3″ Spectre will be available at HP.com and Best Buy’s site on April 25 for preorder. The system starts at $1,169.99 and Best Buy’s physical stores will have the Spectre May 22 starting at $1,249.99.

For HP, the backdrop is that PC sales are sluggish at best and Apple has become a premium brand. HP wants to also seen as a premium brand so it included an all-aluminum chassis, a carbon fiber bottom and copper accents, hidden hinges and a hybrid battery. The general theme is that HP’s new Spectre doesn’t scrimp on performance to be svelte.

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