What are we to make of this new trend? Firstly, it was probably only a matter of time before luxury brands capitalised on their iconic names in this way. After all, whilst hotel groups normally begin from a drag start, the likes of Bulgari come with an established reputation as purveyors of luxury.

In a nutshell, if you stay in a Bulgari hotel, you can expect the best. Due to open in Spring 2012 in the affluent west London district of Knightsbridge, let’s see if they hit the mark.

Elsewhere this week we’ve seen the launch of an innovative mobile phone handset that – sit down whilst you read this – only makes telephone calls. Yep, that’s right: no 3G, no GPS, and no camera – the +YvesBéhar from Danish phone maker Aesir recalls a time when men were men and phones were phones. Granted, it comes in 18-catat gold or fine stainless steal, but it’s still an interesting ‘back to basics’ approach.

The phone would be ideal for jet-setters wanting the option to make a call if they wish, but without the temptation of checking their email every five minutes.

For Superyacht owners, the need for home comforts is even more acute, and one thing they often miss is their work-out equipment. It may well have been this demand that inspired the development of a new exercise bike that comes with wireless internet access. The Recline Personal, from Technogym, is a neat spin (pun intended) on the idea of video screens built into exercise equipment.

Check in next week for another round of luxury news, keeping you up to speed on the latest in the world of fine living.

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