The ultra-luxury market targets a select and wealthy clientele willing to invest in exclusive products and services with exorbitant prices. Primarily aimed at millionaires and billionaires (in dollars or euros), this sector particularly attracts customers from Russia and the Gulf countries. Ultra-luxury is distinguished by unique or limited-edition items, emphasizing exclusivity and exceptionality. Its communication relies on highly selective channels, making some brands less well-known to the general public compared to the traditional luxury sector.

It is difficult to draw a clear line between luxury and ultra-luxury, the latter being inherently selective. Nevertheless, a few examples illustrate this exceptional realm. Examples include Patek Philippe and Richard Mille watches, sometimes costing over a million euros; hotel suites priced at thousands or even tens of thousands of euros per night; Bugatti and Ferrari cars selling for several million euros; and Vida vodka, which can reach nearly a million euros per bottle.

A concrete example of sponsorship in the ultra-luxury sector would be a brand supporting a polo tournament held in the heart of the Saudi Arabian desert.