Clive Christian has launched the world’s most expensive perfume, setting a new Guinness World Record for a fragrance.

Christian gave the design team an unprecedented brief, instructing staff to create the world’s best perfume, ignoring all cost and sustainability issues. The result is a perfume that will change annually as precious ingredients are exhausted.

With only 1,000 bottles each of men and women’s fragrance released annually, the base product is priced at an eye-brow raising £1,250 for just 30ml. The most expensive bottle in the range, the No. 1 Imperial Majesty, retails for over £100,000. Containing natural aged sandalwood from India and Tahitian vanilla, the bottles are made with Baccarat Crystal and inset with a white diamond on the neck. Only 10 have been produced globally, increasing the exclusivity of the brand.

Fears the elastic brief may have priced the product out of the market appear unfounded however, leading Christian to comment:

We didn’t expect it to be as well-received as it has been, which goes to show that if you produce something so well, the world will respond well to it.

LVMH profits leapt way above expectations in the first half of the year to 817m Euros–easily beating the analysts’ consensus estimate of 766m…

Watches and jewellery were strong performers, but perfumes and cosmetics were the star performers.