Imagine your ideal F1 weekend — travel, drivers, maybe some on-track time. Now dream even bigger. For this concierge, no request is too large, or even too late to make happen.
When I ask Emma Gwyther if she’s ever arranged a last-minute helicopter transfer into a Formula 1 track for one of her ultra-high-net-worth clients, she describes the task the way one might describe running a quick errand at the store. “Oh yes, we’ve done that before,” Gwyther, founder and CEO of Interluxe Group tells me. “We all know what the traffic is like getting in and out of COTA and I’ve personally made sure that someone got on a helicopter to the airport to make their flight.
What we’re facilitating has to be out of reach for these very privileged few which is a constant challenge — we’re always offering them something bigger, better, more novel, more unique. In this case, they will get track time and will get to be on the grid and participate in a parade with fellow Bugatti owners,” she explains.
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