JKR

Getting your note ready for Santa? Upmarket U.S. retailer Neiman Marcus can sell you a £152,000 fold-up plane, should you already have most things (but lack a conscience about your carbon footprint). Parachute optional (seriously). Or perhaps you would prefer the Leica Hermès limited edition? Some exclusive lenses and, of course, a leather carrying strap, “handcrafted by Atelier Hermès”. Comes in a linen-covered, silk-lined box and a snip at £8,500. Evidence here that the luxury market is a well which did not run dry during the past twelve months.

But beyond “cool by association” points, the Leica camera seems slightly unimaginative. More visually engaging is the Chivas Regal 18 Year Old with its limited edition makeover by fashion designer Alexander McQueen. Sold “at a significant premium” from the usual design perhaps, but at least it’s offering something special – a bottle which needs no gift wrapping to engender a sense of seasonal celebration.

Conspicuous consumption seems to be back loud and proud in time for Christmas, but the smarter brands are, as always, using the opportunity to reflect and dramatise the product’s qualities, rather than simply adding an ostentatious price tag or partner. Mind you, would you turn up your nose if the camera appeared under your tree?