Dell's coming out party this week

Dell is set to launch a new premium brand targeted at its high-end home customers at an event this week at the Ritz-Carlton in New York City.

This is the so-called "Lexus" product line that the company promised to deliver back in June. The new brand will sit just above its Dimension and Inspiron product families, the PC maker said at the time.

The desktop and notebooks are expected to have starting prices between $1,200 and $3,500 respectively and pre-configured with the most advanced Intel processors, networking technologies, and service contracts. Dell said the new line is for consumers who are PC gaming enthusiasts, working with digital photography and/or music, or those who want to use watch television on their PCs.

The event will also highlight Dell's new sales push into all-in-one printers, digital music players as well as LCD and plasma TVs, where it is expected to make a huge impact in the marketplace.

Chairman Michael Dell will be joined by Dell vice president Mike George for the event.