LG's stunning 55-inch OLED TV, as seen earlier this year at the CES tech circus in Las Vegas, is now up for pre-order for UK home cinema fans. The LG 55EM970V can be ordered from Harrods, ready to take home from July.
But it'll cost you. It's listed at a bank-breaking £9,999.99.
You are getting a hell of a lot of TV for the money though. A staggeringly thin set at just 4.5mm thick, it uses LG's WRGB technology (adding a white pixel to the usual red, green and blue array) to deliver top-notch picture quality, along with a wide viewing angle and superb 3D performance with LG's passive Cinema 3D tech.
As a Smart TV, the set is also fully web connected, allowing you to browse the internet, update social networks and check out video content services such as Netflix and LoveFilm.
"We are proud to be the first in the world to offer consumers a big screen OLED TV," said Brian Na, President of LG Electronics UK.
"LG's next generation display is a true game changer, which will forever alter the way we think about TVs. Since OLED TV was first unveiled, we've been working tirelessly to bring what we call 'the ultimate display' to market. I'm sure you'll agree that our 55-inch OLED TV has definitely been worth the wait."
Andrew Mackay, UK Commercial Director of Home Entertainment and Home Appliances added: "Following the LG launch and supply to the Korean market earlier in the year, the UK is proud to be the next market to launch LG OLED TV, as this innovative and premium model launches first in Europe to UK consumers."