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Limited supply

Luxury brands in the country are bringing out limited editions of pretty much anything, and people buy them not just to outdo their peers but also to save them as heirlooms, writes Kirti Mehta.
By Kirti Mehta | Hindustan Times, New Delhi
UPDATED ON JUN 23, 2008 07:26 PM IST

Okay, so here's a situation - everyone in your circle has as much money, as many designer items and as many exotic holidays as you do. How do you stand out then? You go limited (read: grab the new ‘limited edition' phone, dress, wine, watch, whatever)

Luxury brands in the country are bringing out limited editions of pretty much anything, and people buy them not just to outdo their peers but also to save them as heirlooms.

Earlier this year, TAG Heuer showcased some super-exclusive time pieces such as the Grand Carrera Rose Gold Edition and a Kimi Raikonnen Limited Edition.

Dior Watches has launched its limited edition range, including the Dior Christal Starlight (the most expensive of the lot at Rs 27 lakh) and La D de Dior Pink Diamond. Select few The Christal Red Full Set, the first automatic watch in the Christal range, is positioned as a ‘limited edition' watch.

Companies seem to be redefining the concept of ‘limited edition' according to their own business policies stretching the defini tion that anything ‘limited edition' is available to maybe 100 or 1,000 people around the world.

At Pal Zileri, the suitmaker that has clients in the Vatican as well as in Formula One, ‘lim ited edition' means a bespoke tailoring service called Abito Privato at its stores.

Given that there are only two Pal Zileri stores in India and the service (with the suit) costs upwards of Rs 90,000, it's safe to assume that the clientele is very exclu sive.

Special order only
At Ermenegildo Zegna, general manager Shantanu Mukerji says, "We offer rare pieces like the limited edition Zeg na alligator shoes and belt, tanned, aged and polished by hand, and fin ished in gold detail." Even if you can't guess the price (Rs 2.79 lakh), you do know that you are looking at extremely refined craftsmanship.

The rare Guitar Case designed by Karl Lagerfeld for six bottles of Dom Pérignon Rosé Vintages (1966, 1986 and 1996) is entirely handmade, each bottle resting in a lambskin mould. The set is available by special order only, and the price is not disclosed - if you need to know the price, you probably can't afford it.

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