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Exclusivity is the key to many status-minded consumers’ hearts, so how better to convey that feeling than through a gift that can’t be purchased for any price? Such, in fact, is essentially the premise behind the Key-2 Luxury key ring, a corporate gift that bestows upon the recipient an ongoing series of luxuries for life. Key-2 Luxury rings “automatically unlock the door to the rarefied world of exclusive VIP privileges at the world’s leading restaurants, retailers, clubs, bars and hotels, purveyors of fine goods, services, entertainment & travel,” in the London-based company’s own words. The lucky consumers who receive them can expect to receive 50 complimentary bottles of Cristal champagne when they book a five-cabin yacht for 10 nights, for example. Similarly, when they spend GBP 18 per person on canapés at a catered drinks party they host, they can receive half a bottle of champagne free for each guest. Hotel discounts, upgrades, late checkout and even complimentary rounds of golf are other examples, and new ones are added daily. Also included with each of them, significantly, is a direct contact at the partner venue, establishing a personal relationship between key holder and supplier. Perhaps most important of all, however, is that ordinary consumers cannot buy a Key-2 Luxury ring; only companies can, for gifting their very best customers and clients. Corporate users of the brandable Key-2 Luxury key chain include Jaeger LeCoultre, Lamborghini, HR Owen, Hugo Boss, City Index, Reuters, ICAP, Man Group, Exclusive Resorts, Storm Model Agency, Hilton on Park Lane and La Dolce Vita. With benefits for corporate givers, benefit suppliers and individual recipients, it’s easy to see the model’s appeal. One to try out—or use as inspiration for an uber-premium, status-conveying, perk-infused, brand butler innovation of your own? 😉 (Related: Hotel perks for Mercedes drivers — More luxury loos, now for members only.) Spotted by: Sam Mar