Lock Down on Luxury

Next week, a publication titled “6” will be mailed to 100,000 American households averaging a net worth of $25 million. There are no subscriber cards. The list is qualified internally. Publisher McMurry says it took nearly two years to develop the list which separates real wealth from aspirational.
In tandem with a website at experience6.com, “6” showcases six luxury experiences that can be bought at above five-digit prices.
Initial ad commitments include Hermes, Jaguar, David Yurman, Net Jets, Corum, Pal Zileri USA, Davidoff, La Prairie, Girard-Perregaux, Carl F. Bucherer, Viking and Ulysee Nardin.
Interestingly, if you go to the website you can submit your name and email to be considered for invitations to exclusive 6 events. Playing both sides is not authentic. Either lock down and focus. Or bring on the aspirationals.