Goldmund's $135,000 Blu-ray player

The world's most expensive Blu-ray player comes from, Switzerland? Right, from one of Europe's most revered high-end stalwarts, Goldmund.

No, the Goldmund Eidos Reference Blu-ray player is not made of gold. Goldmund

It sure looks expensive, and at $135,000, the Goldmund Eidos Reference Blu-ray player is definitely in the upper crust of Blu-ray players in terms of cost.

Hand-built in Geneva, the Eidos Reference Blue is a truly rarefied design. Limited in production to 50 units, dawdlers will be left having to make do with a plain vanilla Denon or Sony Blu-ray player.

Will the Goldmund outperform the Oppo BDP-83 Blu-ray player we raved about a few days ago? I have no idea, but I do know that a $20 Casio watch keeps time just as well as a Patek Philippe Ref. 5102G that costs, gasp, $181,650!

My point: buying decisions for ultraexotic products aren't based solely on performance; they're more about a company's long heritage of building luxury designs and backing them up with extraordinary service.

The rich and famous still buy Ferraris that are no faster than a Corvette that sells for a fraction of the Ferrari's price. But Ferrari buyers want more than just speed--they want to be, well, special. They buy it for its looks and how it's made. It's the same deal with uber hi-fis.

(Source: Ultimate AV Web site)

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