Overview
Cater to the top of the market. It's about turning exclusivity into a business model.
Examples
Rolls-Royce
Hermes
Patek Philippe
Ferrari
Chanel
LVMH
Rolex
American Express
Formula One
Harley Davidson
Kering
Lululemon
Mercedes-Benz
Nutella (Ferrero)
Porsche
Virgin
Bacardi
Burberry
Cartier
Exor
Ferretti
Moncler
Pernod Ricard
Restoration Hardware (RH)
Vespa (Piaggio)
Virgin Galactic
CompoSecure
Titan Company
Lamborghini- Rolls-Royce automobiles
- Hermès handbags
- Patek Philippe watches
- Aman Resorts
- Gulfstream private jets
How to cite
Faster Than Normal. “Ultra-premium / Luxury Business Model.” fasterthannormal.co/business-models/ultra-premium. Accessed 2026.
Continue exploring
Company
Rolls-Royce
Aerospace engine maker and luxury car brand (cars now owned by BMW).
Company
Hermes
French luxury goods house known for Birkin bags, scarves, and leather goods.
Company
Patek Philippe
Swiss luxury watchmaker.
Company
Ferrari
Italian luxury sports car manufacturer and Formula One racing team.