
Luxury smartwatches redefine personal technology. They offer more than just a high price tag. These devices feature premium materials like sapphire glass and titanium. Exquisite craftsmanship and iconic design also define them. Discerning consumers choose these smartwatches for their blend of traditional artistry and cutting-edge technology. This blend makes them a statement of personal style.
The luxury smartwatch category is experiencing significant growth. Experts project its market value to reach US$33.4 Billion by 2032. Many desire advanced features, sleek designs, and smart technology connectivity. This appeal attracts contemporary customers who demand function with luxury. This article presents 10 best smartwatches that exemplify these qualities.
Key Takeaways
Luxury smartwatches combine fancy materials and great design with smart technology.
These watches offer special features like strong health tracking and unique apps.
When picking a luxury smartwatch, think about its look, the materials it uses, and if it works well with your phone.
Your daily life helps decide which features you need, like fitness tracking or easy phone alerts.
Defining Luxury Smartwatches

Luxury smartwatches stand apart from standard wearables. They combine advanced technology with high-end aesthetics. These devices offer more than just smart features. They represent a blend of tradition and innovation.
Premium Materials and Craftsmanship
Luxury smartwatches feature superior materials. These materials ensure durability, elegance, and long-term value. Manufacturers use sapphire crystal for watch faces. This material offers exceptional scratch resistance. It preserves clarity and maintains a brilliant shine. Ceramic provides scratch resistance and contributes to durability.
Titanium is a lightweight yet robust alternative. It suits active wearers and ensures durability. Stainless steel offers durability and a polished look. Fine leather or hand-stitched alligator skin enhances elegance. These materials contribute to comfort and timeless appeal. Gold accents, platinum, or other precious metals enhance exclusivity. They also improve aesthetic appeal. Expert craftsmanship is evident in every detail. This includes the finishing of cases and the intricate assembly.
Iconic Design and Brand Heritage
Luxury brands bring their traditional watch aesthetics to smartwatches. This creates a familiar yet modern look. TAG Heuer’s Connected Calibre E4 maintains the Carrera’s signature lugs and crown. Montblanc’s Summit 3 smartwatch features the classic Montblanc watch case. It includes the distinctive crown and pushers.
Louis Vuitton’s Tambour Horizon Light Up incorporates the Tambour’s unique convex case shape. Hublot’s Big Bang e smartwatch retains the bold, multi-layered case design. These designs allow wearers to enjoy cutting-edge technology. They also keep the heritage of iconic timepieces.
Advanced Features and Exclusivity
Luxury smartwatches offer advanced features. These go beyond basic notifications and fitness tracking. They include precise health monitoring and seamless connectivity. Many models provide exclusive apps or services. Some offer bespoke customization options. This allows owners to personalize their device. The exclusivity of these smartwatches often comes from limited editions. It also comes from the use of rare materials. This makes each smartwatch a unique statement piece.
Apple Watch Ultra 2: Rugged Luxury

The Apple Watch Ultra 2 stands as a pinnacle of rugged luxury. It combines extreme durability with advanced technology. This smartwatch caters to adventurers and those who demand peak performance.
Durable Build and Performance
The Apple Watch Ultra 2 features a robust construction. Its case is crafted from aerospace-grade titanium. This material provides impressive strength while remaining lightweight. The rear of the watch combines ceramic and sapphire crystal. This offers both opulent aesthetics and durability for challenging conditions.
The titanium casing has a black titanium finish. This finish is applied over grade 5 titanium. A custom blasting process and a diamond-like carbon coating enhance it. These provide strong protection against scratches and corrosion. The back crystal is dark zirconia. This further increases its scratch resistance. A flat sapphire crystal protects the display. This strong design improves durability and scratch resistance. It makes the watch suitable for rigorous use.
The Ultra 2 offers advanced performance features. Precision dual-frequency GPS uses advanced satellite and signal models. It also uses custom positioning algorithms and Apple Maps data. This provides the most accurate GPS in a sports watch. It leads to precise distance, route maps, and metrics.
The watch has a water resistance rating of WR100 (100 meters). It is certified to EN13319. This is an international standard for diving accessories. It suits recreational scuba diving up to 40 meters with compatible apps like Oceanic+. Swimmers benefit from automatic stroke detection, lap counting, and water temperature display. The display is also Apple’s brightest, ensuring readability in any light. It also boasts impressive battery life for extended adventures.
Advanced Health and Fitness
The Apple Watch Ultra 2 provides comprehensive health and fitness tracking. The Vitals app uses heart rate, respiratory rate, wrist temperature, and sleep duration. It establishes typical ranges and tracks changes over time. The Sleep app tracks time spent in REM, Core, and Deep sleep stages.
The Heart Rate app gives notifications for high and low heart rates. Cycle Tracking uses wrist temperature data collected during sleep. It provides retrospective estimates of ovulation. The watch automatically calculates and personalizes training zones. It bases these on health data. Users can also create them manually. For cycling, it connects to Bluetooth accessories. This provides key metrics like cadence and power. When a power meter is detected, it estimates Functional Threshold Power (FTP). It also tracks time spent in different power zones. Crash Detection uses advanced sensors and a machine learning algorithm. It detects severe car crashes and contacts emergency services.
Seamless Ecosystem Integration
The Apple Watch Ultra 2 integrates seamlessly into the Apple ecosystem. It offers a fluid user experience across devices. For those seeking ultimate customization, the Hermès Edition elevates its luxury status. This special edition combines Apple’s technology with Hermès’ iconic design.
Samsung Galaxy Watch Ultra: Premium Android Smartwatch
The Samsung Galaxy Watch Ultra offers a premium experience for Android users. It combines high-end design with robust features. This smartwatch provides comprehensive health tracking and seamless Wear OS functionality.
High-End Design and Materials
The Galaxy Watch Ultra features a distinctive design. It has a square-like, cushioned shape. The watch measures 47mm. It uses titanium for its case and sapphire crystal for its display. This combination ensures durability and a luxurious feel. The titanium is Grade 4. The watch is water-resistant up to 10ATM, allowing for depths of 100 meters. It also has IP68 and MIL-STD-810H certifications for dust and shock resistance. The screen is 1.5 inches with a 480 x 480 resolution. It weighs 60.5g and comes in Titanium Silver, Titanium Gray, and Titanium White colors.
Feature | Galaxy Watch Ultra |
|---|---|
Size | 47mm |
Design | Square-like, cushioned design |
Material | Titanium, sapphire crystal |
Water Resistance | 10ATM, 100m depth |
Dust and Shock Certification | IP68, MIL-STD-810H |
Screen Size | 47mm (1.5 inches) |
Resolution | 480 x 480 |
Case Material | Titanium (Grade 4) |
Dimensions | 47.4 x 47.4 x 12.1mm |
Weight | 60.5g |
Colors | Titanium Silver, Titanium Gray, Titanium White |
The Galaxy Watch Ultra’s bands are designed for sports performance. They have a wave-textured design. This design enhances comfort and breathability. These bands are available in specific Marine (orange, dark gray, white, green) and Trail (dark gray, white sand) colors. They come in medium/large sizes only. The smartwatch also introduces a new Quick button. Users can customize this button for various functions:
Quick access to desired Samsung Health workouts.
Enabling features like a stopwatch.
Activating the flashlight.
Engaging water lock mode.
Functioning as an emergency siren.
It can also be set to do nothing to prevent accidental touches.
Comprehensive Health Tracking
The Galaxy Watch Ultra offers extensive health monitoring features. It provides accurate data for various metrics.
Heart Rate: Showed a 90% correlation while running. This is a gold standard in heart rate measurement.
Sweat Loss: Indicated a 95% correlation with reference devices during distance training (2.5 km to 20 km).
VO2 Max: Demonstrated an 82% correlation. This shows acceptable alignment with clinical-grade diagnostic equipment.
Body Fat Percentage: Readings showed a 95% correlation with DEXA results. DEXA is the standard diagnostic test for body composition.
The smartwatch also includes advanced medical features.
ECG (Electrocardiogram): Provides on-demand ECGs. It is medically certified as a Software as a Medical Device by the FDA and equivalent European bodies. This feature requires a Samsung phone and is only available in certified countries.
Irregular Heart Rate Rhythm Notifications: Operates in the background to alert users to irregular rhythms. It also requires a Samsung phone and FDA certification. It is available only in certified countries.
Blood Pressure Detection: Automatically determines blood pressure levels after calibration with a known device. This feature is not medically certified. It also requires a Samsung phone.
FDA-approved Sleep Apnea Detection: The Samsung Galaxy Watch Ultra is the first company to offer FDA-approved sleep apnea detection.
Wear OS Functionality
The Samsung Galaxy Watch Ultra integrates with Google Wear OS. This integration provides a rich app experience. Users can access a wide range of applications directly from their wrist. This includes popular Google services and third-party apps. The Wear OS platform ensures smooth performance and a familiar interface. It enhances the overall user experience.
Garmin Marq: Elite Performance Luxury
Garmin Marq smartwatches combine luxury with high-performance tracking. These premium devices cater to specific passions and activities. Each Marq collection offers unique features for its intended user.
Specialized Activity Tracking
Garmin Marq watches provide advanced tracking for various pursuits.
MARQ Captain helps sailors. It features a regatta timer bezel, coastal charts, and tack assist. It also shows port conditions like wind speed and tide information.
MARQ Adventurer guides explorers. It includes TOPO mapping, a built-in altimeter, barometer, and compass. ClimbPro gives real-time climb information.
MARQ Athlete focuses on fitness. It displays VO2 max and recovery time. It offers advanced running dynamics and biometric sensors. Pulse Ox3 measures oxygen absorption. The Carbon Edition adds cutting-edge training and recovery metrics. It has preloaded sports profiles for trail running, swimming, and hiking.
MARQ Golfer assists on the course. It comes preloaded with over 43,000 courses. Virtual Caddie recommends clubs based on wind and elevation. It shows shot dispersion charts and Green Contour data.
MARQ Commander serves tactical needs. It offers night vision goggle compatibility and Stealth mode. Stealth mode stops GPS and disables wireless functions. A kill switch wipes user memory.
MARQ Aviator supports pilots. It navigates to locations in an aeronautical database. It has a Nearest function for airports and provides aviation alerts.
Premium Build and Aesthetics
Garmin Marq watches use only the finest materials. Their cases are crafted from lightweight yet durable titanium. A domed sapphire lens protects the display from scratches. Each watch features specialized straps. These straps match the watch’s purpose. For example, the Adventurer might have a leather strap, while the Athlete uses a silicone band. These premium materials ensure both durability and a sophisticated look.
Long-Lasting Battery
Garmin Marq smartwatches offer impressive battery life. This allows users to track long adventures or extended training sessions without frequent recharging. The long-lasting power ensures the watch remains functional when users need it most.
Tag Heuer Connected E4: Sporty Luxury
The Tag Heuer Connected E4 offers a blend of traditional watchmaking and modern technology. This luxury smartwatch caters to those who appreciate both heritage and innovation.
Heritage of Watchmaking
The Tag Heuer Connected E4 carries a rich watchmaking heritage. It offers watch faces inspired by classic chronograph models. This emphasizes continuity from mechanical watchmaking to digital gadgetry. The brand seamlessly blends its watchmaking expertise with cutting-edge technology. The 45mm model combines a sporting design with the feel of a traditional high-end timepiece. It includes a strong ceramic bezel. This smartwatch features elegant watch faces inspired by iconic chronographs. It combines futuristic design features with nods to its watchmaking heritage. This creates a unique blend of watchmaking heritage and smart functionality.
Customizable Dials and Materials
The Connected E4 allows extensive customization. Users can choose from a wide array of digital watch faces. These faces often draw inspiration from TAG Heuer’s iconic mechanical chronographs. This allows owners to personalize their device. They can match their style or activity. The smartwatch also offers various strap options. These include rubber, leather, and steel. This ensures both comfort and a premium look. The blend of high-end materials with high-tech functions defines this luxury wearable.
Dedicated Sports Features
The Tag Heuer Connected E4 offers dedicated sports features. It includes a fine-tuned barometer in the Sport Edition 45mm. This barometer tracks gradients during sporting activities. This enhancement supports new Trail & Hiking activities. Users monitor altitude gained, minimum, and maximum altitude during a session. Post-session analysis in the companion mobile app provides insights into pace and the impact of altitude. The smartwatch includes many sensors. These are an Accelerometer, Gyroscope, Microphone, Vibration/haptic engine, Ambient light sensor, NFC, GPS, Heart rate monitor (PPG), and a Compass. Pre-installed apps include TAG Heuer Golf and TAG Heuer Sports. TAG Heuer Sports covers Running, Cycling, Fitness, Swimming, and other sports. It also has TAG Heuer Wellness and an NFT Viewer.
Montblanc Summit 3: Classic Luxury
The Montblanc Summit 3 offers a blend of classic watch aesthetics and modern technology. This luxury smartwatch appeals to those who value traditional elegance with smart features.
Elegant Design and Materials
The Montblanc Summit 3 features a premium titanium build. This material is heavier than aluminum, but it gives the smartwatch a more luxurious feel. This contributes to its dressy aesthetic. The watch comes with a comfortable silicone band, but it also includes a black genuine leather band for a more classic look. Montblanc uses premium materials, enhancing its luxury smartwatch appeal. The precious titanium case is hand-brushed and polished, giving it a prestigious finish. This lightweight material is also very durable.
The Summit 3 offers extensive personalization options. These options reflect different style identities. The collection includes watch faces inspired by Montblanc’s traditional watchmaking heritage. Examples include Geosphere, Bohème, and 1858. Modern options combine beauty and technology. The Summit 3 offers a series of customizable dials. These dials are inspired by Montblanc’s aesthetic heritage, like Geosphere. They are very detailed and easy to change. Each Summit 3 comes with two straps. One is a calf leather strap for classic elegance. The other is a high-quality rubber strap for a more active look. A larger variety of additional straps are also available.
Wear OS Experience
The Montblanc Summit 3 runs on Google’s Wear OS. This provides a smooth and intuitive user experience. Users access a wide range of applications directly from their wrist. This includes popular Google services and third-party apps. The Wear OS platform ensures seamless performance and a familiar interface. It enhances the overall user experience.
Montblanc Exclusive Apps
Montblanc enhances the Summit 3 with its own exclusive applications. These apps add unique value to the device. They often reflect Montblanc’s heritage in luxury goods and craftsmanship. These exclusive features provide a tailored experience for Montblanc enthusiasts.
Louis Vuitton Tambour Horizon: Fashion Luxury
The Louis Vuitton Tambour Horizon stands as a fashion-first luxury smartwatch. It blends high fashion with advanced technology. This smartwatch appeals to those who seek a statement piece for their wrist.
Unique Design Elements
The Tambour Horizon features unique design elements. Its illuminated dial never goes dark. Users can entirely customize this dial. Faces draw inspiration from Louis Vuitton labels, monograms, and trunk decals. Digital watch faces transform Louis Vuitton’s monogram icons into glowing neon lines.
These lines have 3D depth and feature four unique animations. The Vivienne Watch Face brings Louis Vuitton’s mascot to life. Playful animations trigger with user touches. This allows dynamic color customization through layers and masks. Another face, the Chinese New Year Watch Face, uses advanced translucent material for animals. This creates captivating light effects from within.
The Canvas Watch Face adds depth and motion with parallax and spinning effects. User interaction activates these effects. The LV24 Watch Face displays time zone flags and indicators. These animate in a 3D tunnel. Colors and LED lights adapt dynamically to user preferences. Users can personalize the dial and watch face. Digital accents reference Louis Vuitton’s ‘Damier,’ ‘Monogram,’ and ‘V.’ Users can also add their initials for a personal touch. Over 60 additional strap options are available, 30 for women and 30 for men. This allows for extensive personalization.
Customizable LED Ring
The Light Up Edition of the Tambour Horizon features a customizable LED ring. Animations synchronize seamlessly with LED lights embedded around the watch bezel. These animations deliver in layered formats. This supports dynamic variations. The time display integrates between animation layers. Masking assets provide dynamic recoloring. This allows users to customize gradient colors and generate unique color variations.
Exclusive Travel Features
The Louis Vuitton Tambour Horizon offers exclusive travel features. Users can enter flights, hotels, or trips via the app. They can also send booking confirmations to a customized email address. The smartwatch displays upcoming trips directly on the watch. Vertical scrolling through panels reveals a QR code for boarding passes.
It provides information on terminal, gate, seat, and relevant time zones. A sideways swipe accesses LV’s travel guides for the destination. The watch gives detailed information on local attractions, such as Botanic Gardens in Singapore. It also offers shortcuts for calling attractions and mapping directions. This makes the Tambour Horizon a stylish and functional travel companion.
Hublot Big Bang E Gen 3: Bold Luxury
The Hublot Big Bang E Gen 3 represents a fusion of luxury watchmaking and cutting-edge technology. This smartwatch embodies Hublot’s distinctive aesthetic. It offers a powerful digital experience.
Iconic Design Language
The Big Bang E Gen 3 maintains Hublot’s iconic design language. It features the signature multi-layered case construction. This design gives the watch a bold and recognizable presence on the wrist. The watch face often includes elements inspired by Hublot’s mechanical timepieces. This creates a seamless blend of traditional and modern styles. Its robust appearance makes a strong statement.
High-End Materials
Hublot uses premium materials for the Big Bang E Gen 3. This ensures durability and a luxurious feel. The 44mm case comes in satin-finished and polished titanium. This material provides exceptional strength and a sophisticated look. It sets a high standard for contemporary luxury watches. The watch also features a micro-blasted and polished black ceramic case option. This ultra-tough, almost scratch-proof ceramic contributes to its bold, all-black aesthetic. The strap is made from black structured lined rubber. Rubber is one of Hublot’s signature materials. This strap ensures comfort and resilience. A composite deployant buckle clasp adds to the luxurious feel and secure fit.
Advanced Performance
The Hublot Big Bang E Gen 3 delivers high-end performance. It runs on Wear OS by Google (Wear OS 3). A Qualcomm® Snapdragon Wear™ 4100+ processor powers the device. This ensures smooth operation. The smartwatch tracks various activities.
It monitors heart rate, steps, calories burned, and sleep quality. It offers connectivity through GPS and Wi-Fi. The AMOLED display has 454×454 pixels. Sensors include an accelerometer, gyroscope, microphone, and ambient light sensor (ALS). It has a water resistance of up to 30 meters (3ATM). The watch is compatible with both Android and iOS smartphones.
Vertu Aura Timepiece: Redefining Smart Luxury
The Vertu Aura Timepiece redefines smart luxury. It positions itself as an ultra-premium device. This unique smartwatch blends advanced technology with unparalleled exclusivity. It targets individuals who seek more than just a gadget. They desire a statement piece.
Exquisite Craftsmanship
Vertu Aura Timepiece showcases exquisite craftsmanship. Artisans build each piece with meticulous attention to detail. They use exotic materials. These materials include sapphire glass, grade 5 titanium, and even precious metals. The construction involves complex processes. These processes ensure durability and a luxurious feel. This fine craftsmanship sets the Vertu Aura apart. It elevates the device beyond a typical wearable. Every component reflects a commitment to quality.
Exclusive Services
The Vertu Aura Timepiece offers exclusive services. These services justify its high-end status. Owners gain access to a dedicated concierge. This personal assistant provides round-the-clock support. They can assist with travel arrangements, reservations, and bespoke requests. The device also includes enhanced security features. These features protect personal data. Vertu provides unique software experiences. These experiences cater to the discerning user.
Unique Aesthetic
The Vertu Aura Timepiece presents a unique aesthetic. Its design stands out from other smartwatches. It combines classic watch elements with modern technology. The watch face often features intricate patterns. These patterns reflect Vertu’s design philosophy. The overall look is bold and distinctive. It makes a strong visual statement. This timepiece is not just a device. It is a piece of wearable art.
Tempo By Legend: Ultra-Luxury Smartwatch
Tempo By Legend stands as an ultimate statement in wearable technology. This brand redefines luxury in the smartwatch market. It targets individuals who seek unparalleled opulence and exclusivity. Tempo By Legend positions its creations as ultra-high-end luxury items. These pieces can easily cost $5,000 or more. They represent a fusion of art, jewelry, and advanced personal tech.
Bespoke Customization
Tempo By Legend offers extensive bespoke customization. Customers can design their smartwatch to reflect unique personal tastes. This process involves close collaboration with skilled artisans. Clients choose every detail, from the case finish to intricate engravings. They can select specific gemstones or unique design motifs. This ensures each Tempo By Legend smartwatch is a one-of-a-kind masterpiece. The brand focuses on creating a truly personal luxury item.
Precious Metal Options
The brand uses only the finest materials. Tempo By Legend offers numerous precious metal options. Clients can choose from solid 24k gold, platinum, or other rare alloys. These materials are not just plating; they form the core of the device. Artisans meticulously craft each component from these valuable metals. This commitment to precious materials elevates the smartwatch beyond typical luxury. It becomes a piece of fine jewelry.
Ultimate Exclusivity
Tempo By Legend embodies ultimate exclusivity. The brand produces very limited quantities. This scarcity enhances its appeal as a status symbol. Owning a Tempo By Legend smartwatch signifies discerning taste and significant wealth. It is more than a device; it is a declaration of personal achievement. The focus remains on unparalleled craftsmanship and rare materials. This creates a wearable that stands apart from all others.
Choosing Your Luxury Smartwatch
Design and Material Preferences
Choosing a luxury smartwatch involves personal taste. You consider its design and the materials it uses. Many people prefer the sleek look of titanium. Others like the scratch resistance of sapphire glass. The strap material also matters greatly. Options include fine leather, durable rubber, or even precious metals. These choices reflect your personal style and fashion sense.
A smartwatch becomes an extension of your identity. It shows your appreciation for fine craftsmanship and attention to detail. Think about the watch’s overall aesthetic. Does it match your wardrobe and the occasions you attend? The right design makes a strong statement.
Ecosystem Compatibility
Operating systems are crucial for smartwatch functionality. They power all the features. Apple’s watchOS and Google’s Wear OS are common in the market. Other brands use their own software. Some smartwatches offer cross-compatibility. However, this does not always work both ways.
For instance, Android’s Wear OS and Garmin’s Watch OS work with Apple smartphones. But Apple watchOS software is not compatible with Android smartphones. Workarounds exist, but they do not provide the same smooth connection as a properly paired setup. The TAG Heuer Connected, a luxury smartwatch, offers iOS and Android compatibility. The Samsung Galaxy Watch6 works with Apple devices. Yet, the transition from a Samsung phone is very seamless. Consider your current phone to ensure the best experience. This ensures all features work as intended.
Lifestyle and Feature Needs
Your daily life dictates the features you need in a smartwatch. A fitness enthusiast requires different functions than a tech-savvy professional. Think about how you will use your device. Do you need advanced health tracking or seamless notifications? The right smartwatch enhances your daily activities. It supports your specific interests. For example, consider these feature sets:
User Group | Essential Features |
|---|---|
Fitness Enthusiasts | Advanced heart rate monitoring, GPS tracking, multi-sport modes, sleep tracking, calorie counting, water resistance, durable design, long battery life, compatibility with fitness apps, and sometimes blood oxygen monitoring. |
Tech-Savvy Professionals | Seamless smartphone integration, notification management, call handling, mobile payment options, voice assistant capabilities, customizable watch faces, premium materials, sophisticated design, and often advanced security features. |
Luxury smartwatches fuse art, engineering, and personal expression. The best smartwatches offer diverse options. Your choice depends on individual priorities. These include ruggedness, fashion, health tracking, or brand loyalty. Consider your lifestyle and aesthetic preferences, especially in fashion, when investing in a premium smartwatch. The best smartwatches blend tradition with advanced technology. They emphasize timeless design. Luxury smartwatches are evolving. They offer more than timekeeping. They become a seamless extension of one’s digital identity. AI will further personalize these best smartwatches. This creates unique timepieces that adapt with the user. These best smartwatches truly reflect personal style and needs.
FAQ
What defines a luxury smartwatch?
Luxury smartwatches use premium materials like titanium and sapphire glass. They feature exquisite craftsmanship and iconic designs from renowned brands. These watches offer advanced health tracking and seamless smart features. They also provide a statement of personal style and quality.
What operating systems do luxury smartwatches typically use?
Luxury smartwatches often use Google’s Wear OS or Apple’s watchOS. Some brands, like Garmin, use their own proprietary operating systems. The choice of OS impacts app availability and device compatibility. Users should consider their smartphone’s ecosystem.
What unique features do luxury smartwatches offer?
Luxury smartwatches provide advanced health monitoring, such as precise ECG and sleep tracking. Many offer exclusive apps, bespoke customization options, and unique travel features. They also boast superior durability and brighter displays. These features enhance both functionality and user experience.
What factors should one consider when choosing a luxury smartwatch?
Consider design and material preferences first. Think about ecosystem compatibility with your smartphone. Evaluate your lifestyle and the features you need, like specialized sports tracking or fashion-forward aesthetics. Brand heritage and exclusivity also play a role in the decision.



