How the elite are pampered by banks :: Business Line

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Ultra-premium cards offer high-end services. But you have to be invited to own one.

Only about a fifth of the world’s super-rich can afford to buy a sprawling superyacht or take a flight of fancy in their private jet. Even fewer can actually throw caution to the wind and charge such luxury buys on their credit cards, because these ultra-premium cards are ‘by-invite-only’. Leaving nothing to imagination, banks are offering every bit of luxury and high-end personalised services to their uber rich clients, through ultra-premium cards.

One such coveted card is the American Express Centurion or Black Card which has luxury stamped all over it. Some of India's wealthiest families and celebrities have received an invite to own it. Corporate bigwigs like the Oberois, Munjals, and the Godrejs and even Bollywood superstar Amitabh Bachchan are known to sport one!

The largest purchase supposedly ever made on an American Express Centurion card exceeded $52 million for a private jet by tech millionaire Victor Shvetsky!

Close on its heels is the Citi’s Ultima Infinite, which was launched about a year back and also promises exclusive offerings for the rich and famous. But, again, the catch here is that it is also an ‘invite-only’ card and you will not find an application for this card online.

If you thought the process of getting a card was elusive, try asking the banks what they really have on offer for such super premium cards.

All you’ll get is a ‘rare’ travel, food and entertainment experience. This could very well mean a coveted ticket to New York's fashion week or a private box at the Superbowl! Or a private White House tour and lunch with an astronaut at NASA that Citibank only recently organised for some of its prestigious clients!

Benefits include a luxury car rental service, with preferred pricing on exotic high-end vehicles like Lamborghinis, Bentleys and even Formula One racing cars.

A Centurion cardholder reportedly purchased a Bentley with the card for about $300,000. Some Centurion customers have made purchases exceeding €1 million. All in a single swipe!

If you are wondering what happens if anyone spent their entire balance in one swipe, well they can’t. That’s because these cards have no spending limit to speak of!

But the cardholder does have to pay the full balance every month and cannot roll over the dues. So if your extravagance makes you cringe then maybe using the card to your fancy is not such a great idea!

A myth comes true

The story behind the origin of the Centurion card is as alluring as its spending feats. Internationally, the card came into existence in late 1990s.

Prior to this, the concept was just a myth. But there was a rumour in the international market that American Express has this ultra-exclusive black card for elite customers. It wasn’t true, but American Express decided to capitalise on it.

The true value of membership comes in the form of personal services offered by the concierge for super-premium cardholders. Reminder calls prior to anniversaries and birthdays or personal shoppers, are some of the more humble requests.

There are other eccentric wishes that are granted too. One such popular anecdote is the one where a Centurion concierge apparently tracked down Kevin Costner’s horse from Dances with the Wolves and delivered it to a buyer in Europe.

If you wish to meet royalty, all you have to do is request your dedicated lifestyle manager at Citibank to arrange a visit for you. The bank recently organised a personalised meal with the royal family of Bhutan for one its Ultima customers. The bank also arranged for three bottles of Yamazaki 18-year whiskey to be delivered at the Grand Hyatt, Tokyo for a client 10 days before his arrival! And if you are a sports buff, Citibank can even arrange tickets for a sold-out Tennis Premier League match a day before the event.

Aside from satisfying your wild wishes, these cards also offer access to luxurious airport lounges across the world and exclusive deals on seven-star resorts and hotels worldwide. For the ultra rich who zip around in private jets, some of these ‘perks’ may not matter much. But the fact that an American Express Centurion card is used for refuelling super yachts and private aircraft where the bills can frequently exceed $100,000, can raise a few eyebrows.

Less elusive

Even if you are not able to lay your hands on the most elitist cards, there are others that offer you unforgettable experiences too. Citi Prestige, for instance, is designed for global affluent Indians and provides high-end services across payments and lifestyle needs. For a client’s daughter, Citi recently arranged a birthday lunch party with Disney characters at Disneyland Hong Kong during the peak holiday season of Christmas. You could also be part of the VIP box, at events such as the tennis league match between Roger Federer and Novak Djokovic in New Dehi, enjoying the match with the who’s who of the sports and Indian film fraternity·        

HDFC Bank Infinia offers entertainment planning, gifting and specialised shopping requests. American Express Platinum card can get you entry into ‘By Invitation Only’ art soirées, exclusive fashion events and much more.

If you are a globetrotter, Citi’s Prestige card gives you preferential access to over 600 airport lounges across the world. So does HDFC Bank’s Infinia and American Express’ Platinum card. All premium cards offer good deals at the finest hotels worldwide too.

And, finally, if you are a golfer, most banks offer complimentary use of the greens at international golf courses. Going a step further Citibank ensures that you always have a golf game booked when travelling, proactively managing your golf calendar for you!