What is Luxury?

In the very basic sense, luxury is described as a state of great comfort or extravagant life. Being so familiar with the names such as Louis Vuitton, Rolex, Burberry etc., we all know that luxury means and accounts for much more than just a state of great comfort. Luxury has always been a major sociological issue, whether we are the ones possessing it or admiring it from outside the window. As explained by one of the top marketing guru of the field J.N. Kepferer, Luxury is a means of:

-  Social stratification

- The notion of practical utility and waste

-  Decision resulting to the distribution of wealth

The means of social stratification through luxury have changed. Earlier it was experienced through inherited aristocracy, today that aristocracy is replaced my meritocracy. This change was brought through a series of changes in the society as well as the growth of this field of business. The change of notion in the society at large made them realize that luxury need not be inherited but can be earned as well which marks as a reward for one’s success, a feeling that for some is an inspiration to work harder and set bigger goals.

This explanation of luxury can mean different to each individual. If I ask you all what luxury is to you I wonder how many of you will have similar answers. Every definition depends on various factors like one’s social background, education, spending power, geographical region etc. For one person luxury can be getting a basic Nokia mobile phone, which can fulfil their necessity of being able to communicate with his/her friends and family. There are also segments belonging to the same society for which luxury might mean a Vertu (which is also owned by Nokia) phone with a platinum keyboard.

The function and purpose of both are same, what is different is the value addition, which is responsible for that staggering price tag.



Chopard X Porsche, Limited Edition Superfast 919

If I ask you to think about a luxury sports car, which brand will pop-up in your mind? For many just like myself the answer will be Porsche. The brand is more than often used as a figurative synonym to words like luxury, speed, power and style. These words are not very different to how one would describe Chopard whose popularity is not strange to anybody who follows the universe of luxury even for a vague second. So now I ask you this, how would you like if I tell you that the two brands have joined hands to create something with similar traits. The answers is below:


Superfast Chrono Porsche 919 Edition - 2 - Black Background

A magnificent 3.05 Calibre, with a flyback complication has a 919 engraving as a tribute to the 919 numerical on the Porsche sports car. Another feature that makes the watch even more exclusive is the blue sapphire with an engraving ‘Official Time Keeping Partner Porsche Motorsport”


As part of the promotion, all the Porsche’s team drivers will be wearing the watch. Can you see Mark Webber with his own stunning piece of this chronometer below?
2 - Karl Friedrich Scheufele with the Porsche Motorsport team - Geneva Motor Show







3 - Mark Webber - Porsche Team Driver - Sponsored by Chopard


For those of you who would like to dwell more on the technical features of the Chopard Limited edition Superfast , would find the below information interesting.

Technical Details

Superfast Chrono Porsche 919 Edition Case:

  • Stainless steel
  • Total diameter                                 45.00 mm
  • Thickness                                         15.18 mm
  • Water resistance                             100 metres
  • Screw-locked crown with black rubber-clad steering wheel motif
  • Glareproofed sapphire crystal
  • Open case-back bearing engraved “Official Timing Partner Porsche Motorsport” inscription
  • Steel bezel with tachometric scale secured by eight PVD blackened steel screws


  •  Mechanical self-winding chronograph              Chopard 03.05-M
  •  Total diameter                                                       28.8 mm
  • Number of jewels                                                  45 jewels
  • Power reserve                                                        60 hours
  • Frequency                                                               28,800 vph
  • Chronometer-certified (COSC)

Dial and hands:

  • Opaline silver-toned dial with red inner bezel ring transfers
  • “919” logo in the 9 o’clock counter
  • Metallic black hour and minute hands and hour-markers, enhanced with Superluminova
  • Arrow-tipped red sweep-seconds hand
  • Red hour and minute counter hands
  • Metallic black seconds counter hand

Functions and displays:

  • Central display of the hours, minutes and seconds
  • Small seconds at 6 o’clock
  • Date window between 4 and 5 o’clock
  • Chronograph: seconds with flyback function, 30-minute counter at 3 o’clock,

12-hour counter at 9 o’clock

  • Tachometric scale

Strap and clasp:

  • Black rubber strap (slick tyre tread motif)
  • Polished steel folding clasp

For more details about the watch please don’t forget to log on to http://www.chopard.com/superfast-chrono-168535-3002













Something New!

Starting today, we at The Golden Journal bring to you a brand-new column specially dedicated to the Business of Luxury. In this segment we will be discussing the very nature of this business, which is not only dynamic but defies almost all the laws of business.

This is a domain where the demand is not affected by the supply but is instead measured in aspirations. Here selling price is not calculated only on the basis of the regular parameters like raw materials used or country of origin but mainly on brand equity and the heritage of the brand name. It is an area where brands are treated like people and people are considered brands!

I invite you all to take a walk with us as we venture into the world of this business and climb up and down the statistical curves and roam around the labyrinth of aggressive strategies….




A Michelin Starred Journey!

For those who read this blog regularly would know how obssessed we are with Michelin starred restaurants and this one video is an absolute treat for those who share this passion. This video takes us inside the kitchens of some of the top restaurants like Alain Ducasse at The Dorchester (London), The Fat Duck (Berkshire), Hibiscus (Mayfair), Mugaritz (Spain) , Restaurant Gordon Ramsay (London) to name a few. Showcasing their talents to the perfect tunes of “Food Glorious Food!”, this video will make you run towards gastronomy or at least a google search for all these brilliant chefs!


Here is a list of all the Michelin starred chefs n the order of appearance:

Jocelyn Herland, Alain Ducasse
Stephen McLaughlin, Restaurant Andrew Fairlie
Craig Sandle, The Balmoral
Phil Howard, The Square
Matthew Tomkinson, The Montagu Arms
Jonny Lake, The Fat Duck
David Everitt-Mathias, Le Champignon Sauvage
Claude Bosi,Hibiscus
Tom Kerridge, Hands and Flower
Clare Smyth, Restaurant Gordon Ramsay
Andoni Luis Aduriz, Mugaritz

This is not a Lipstick!

Surrealism, the period of art led by some of the greatest artist of the 20th- century artists like Salvador Dali and Rene Magritte has inspired many over the years. Latest to join the club is Christian Dior.

In 1928 Belgian artist Rene Magritte’s ‘Treachery of Images’ gained massive popularity and became one of the most famous art works associated with the movement.


This painting with a tag line ‘This is not a pipe’  shows that the painting is not a pipe but just a mere representation of the object! Well, now lets get back to the words which brought you to this post in the first place, the Dior ‘This is not a lipstick’ campaign.

And why is this not a lipstick you ask, because it is a Fluid Stick, a hybrid between a lipstick and a liquid gloss.

I am definitely going to get one for myself and would love to know if any of you have some reviews for me, so post away!

Until next time…

Inside Chanel Part 2!

Another video from Inside Chanel series, uncovers how the Mademoiselle Chanel made a place for herself in the fashion industry which was then ruled by men. These men designed clothes which confined women in corsets and bustiers and how Coco Chanel made the tweed suite fashionable. How she handled the fabrics with her 8 fingers and how Karl Lagerfeld has further cultivated her legacy…