Strategy
Comment: Super Rich on a Spending Bonanza

Well, you can’t take it with you, and given the way Gordon Brown
is plugging loopholes to prevent people from doing anything to
mitigate their inheritance tax, it seems you may just as well
spend it while you can. That, it appears, is just what the super
wealthy are doing, and in a style that makes the extravagances of
the 1920s and the Victorian era pale into insignificance. Posh
and Becks, Simon Cowell, Madonna and – believe it or not – Sir
Cliff Richard are among those emptying their sizeable piggy banks
to buy everything from £85m penthouses and £72 million yachts to
£30 million weddings and £4.6 million earrings, according to a
survey from Virgin Money. Interestingly, it is a case of keeping
up with the Joneses – “or rather the ‘Romans’ or the ‘Greens’”,
according to Jason Wyer-Smith of Virgin Money, as competitive
consumption is evident even among the super rich. For example,
Roman Abramovich has four yachts worth more than £200 million,
and has another “mega-yacht” on order for £100 million, which is
rumoured to be even larger than the Platinum – a 525ft palace
designed to be the largest private yacht in the world – owned by
the Crown Prince of Dubai. Owning the biggest yacht is a big draw
for some of the world’s richest – for example Larry Ellison of
Oracle ordered his yacht – Rising Sun – to be expanded during
construction to outdo arch business rival Paul Allen of
Microsoft’s yacht Octopus. If you have the money, A-list rock
stars are also for hire to entertain at the most lavish weddings,
with the likes of Mick Jagger, Beyonce, Robbie Williams and Sir
Elton John becoming unlikely wedding singers – of a much higher
quality than most obviously. Interestingly, when you get to the
billionaire status, many people live more “frugal” lifestyles
than the multimillionaires, said Mr Wyer-Smith. The world’s top
10 billionaires, averaging £25 billion each – generally drive
Mazdas, Fords or Lincolns, and shun the Ferraris and Bugattis.
Microsoft founder Bill Gates has a Porsche, while Ingvar Kamprad
(correct), the founder of Ikea, is content with a Volvo. But it
isn’t easy to keep up with the super rich even if you have the
cash to spend – private jet manufacturers are apparently turning
away business because their order books are full for the coming
year. Art and property prices are being driven through the roof
thanks to the spending power of the world’s wealthy, and waiting
lists for luxuries such as an exclusive £500,000 watch and the
Aston Martin AMV8 is three years. Even places on the waiting list
for the Bugatti Veyron, the world’s most expensive and fastest
road car, are reportedly changing hands for tens of thousands of
pounds, said Mr Wyer-Smith. Britain has six of the 10 most
expensive properties on sale in Europe at present, something that
will not surprise first-time buyers struggling to get on the
property ladder. But for those where money is no object, the
financial fight to have the best and enjoy the status it affords
is worth the wait. I just wonder if by the time you have waited
three years for a watch, it suddenly looks out of date when you
get it?