The look: Streamlined, brushed aluminium.

Wow factor: Equipped with the latest quartz technology, the toaster's red LED lights indicate the level of browning and make sure that even breads of varying thicknesses come out toasted to order. What's more, instead of popping up and giving you a heart attack, the toast rises smoothly, thanks to the 'soft-lift' function.

The damage: About $1,400

Philips HD 2623

Cucina Toaster

The puff: Philips doesn't go in for hype, apparently relying on the strength of its reputation.

The look: Clunky but cool simplicity with a retro feel.

Wow factor: The 'extra-lift' facility, which makes extracting even the smallest piece of toast from the slots a cinch. Other attractions include extra-wide slots, seven browning settings, so-called cool wall, defrost setting, cancel button, extra-lift facility, dust cover, removable crumb tray and integrated bun warmer. The Cucina is distinctly less hi-tech than its status symbol counterpart, but it costs only a fraction, does the job and looks just as elegant.

The damage: About $300