Swiss luxury watchmaker Jaeger-LeCoultre’s latest opus is not a watch, but a series of three fragrances made in collaboration with French perfumer Nicolas Bonneville as part of its Made of Makers programme. It is the latest luxury brand to explore synergies with high perfumery as the race to attract the spend of high-net-worth individuals heats up.

During its high jewellery event in Rome in May, which marked the maison’s 140th anniversary, BULGARI unveiled two ultra-high-end perfumes. Each one comes in a bottle blown from rare Murano glass, etched with golden details that evoke the brand’s signature serpent motif. At over $200,000 per bottle, they are the most expensive fragrances Bvlgari has ever released. “We have recognised the demand for such exclusive creations and made this coveted very high-end perfumery [category] a strategic focus,” says Laura Burdese, the house’s newly appointed deputy CEO.

It comes after French jewellery house Chaumet joined forces last year with Guerlain to present a made-to-order fragrance, bottled in gold and adorned with 336 diamonds totalling 55 carats, featuring a stopper that turned into a ring — which costs $1 million. Again, this was tied to an anniversary; Guerlain was celebrating 170 years of its iconic perfume bottle Bouquet de la Cour.