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Rethinking Luxury by Dr Martin C. Wittig, Philip Beil, Dr Fabian Sommerrock, Markus Albers

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CHAPTER TWO

THEEVOLVINGFACEOFLUXURY

Meeting new and establishedcustomer demands in anon-homogeneous global market

RETHINKING LUXURY

The streets are similar, and a

similar mix of people visit New York

City’s Fifth Avenue, London’s

Bond Street and Moscow’s

Tretyakovsky Proyezd. There is the

respectable elderly couple

looking at timepieces by Blancpain,

with a design so nondescript it is hard

to see why they are so expensive.

Just beside them, a young millionaire

wearing gold cufflinks pulls up

in his Ferrari, about to buy a new scarf

with a conspicuous ...

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