Luxury Institute Survey: ''Ducati and Jaguar by Aquila,'' Montblanc, and Tiffany are the Most Prestigious Luxury Writing Instruments Brands of 2006.

NEW YORK -- What does your writing instrument of choice say about you? According to the 2006 Luxury Brand Status Index (LBSI) survey of Luxury Writing Instruments conducted by the New-York based Luxury Institute (www.LuxuryInstitute.com), boutique brand "Ducati and Jaguar by Aquila" was rated the most the prestigious luxury writing instruments brand by America's wealthy, edging out mega-brands Montblanc and Tiffany.

"Luxury Institute researchers found most luxury brands in the writing instruments category, as in the luxury watches category, to be niche brands, with 1% to 4% awareness among the wealthy, and in many cases, known only to connoisseurs," said Milton Pedraza, CEO of the Luxury Institute. "Still, the holy grail of a luxury brand is a Harry Winston, or a Rolls Royce, brands that are known to the majority of wealthy consumers, but are affordable by only a few. That feat requires brilliant products, and even more brilliant marketing skills."

Seventeen luxury writing instruments brands were rated including: Caran d'Ache, Cartier, Cross, Ducati and Jaguar by Aquila, Dunhill, Dupont, S.T., Faber-Castell, Lamy, Montblanc, Parker, Pelikan, Pilot, Porsche Design, Sheaffer, Tiffany, Underwood, and Waterman. Using its proprietary Luxury Brand Status Index, the Luxury Institute surveyed a nationally representative sample of more than 500 households with a minimum of $200,000 in gross annual income and minimum net worth of at least $750,000 (including home equity).

Montblanc was rated best on consistently superior quality, while Aquila's offerings were rated most unique and exclusive. Aquila's Ducati and Jaguar offerings were also rated highest on social status, while Tiffany's offerings were rated "most able to make owners feel special." Aquila was rated most worthy of a significant premium price, and was rated the brand most wealthy consumers would recommend to the people they care about most - a critical brand loyalty metric. This demonstrates the benefits that logical co-branding, combined with fantastic design can deliver. More of these "licensing marriages" will drive luxury branding in the near future.

About the Luxury Institute

The Luxury Institute is the uniquely independent and objective research institution that delivers the voice of the wealthy consumer. The Institute provides a portfolio of proprietary publications and research that guides and educates high net-worth individuals and the companies that cater to them on leading edge trends, wealthy consumer rankings and ratings of luxury brands, and best practices. Publications include the monthly Wealth Report, the Luxury Brand Status Index surveys, the Luxury Best Practices surveys and the Luxury Consumer Experience Index surveys. To reach the Luxury institute, please call 646-792-2669 or go to www.luxuryinstitute.com.