The nature of luxury is evolving fast. Producers and consumers should wise up to the emerging multi-level landscape and never forget the power of the right kind of celebrity, says our columnist, Jean-Claude Biver 
Luxury is changing, and we are now more and more aware that there are different levels of luxury emerging. At the highest level, there is luxury for the very few, which is (normally) at the top price level, and is the most exclusive and the most unattainable. In this category, you have all the watches that are made just for one customer. You have also the limited editions of two or five pieces of jewellery.
Jean-Claude Biver with Tag Heuer ambassador, actor Patrick Dempsey at the 2016 Monaco Grand Prix
Below this level, you have luxury for very wealthy people. This is not necessarily totally exclusive nor does it necessarily include unique pieces but certainly ones that are very special and not easy to find, and quite expensive. Then, you have the traditional luxury, which is now the luxury for people of what you could call average wealth.
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And finally, there is now so-called affordable luxury, which is attainable by members of the upper middle class. This is the newest and most dynamic category because this is a very dynamic level of society and the one that is evolving the fastest. It has the biggest potential, especially in countries such as China, where they previously didn?t have this social class of affordab...