BVLGARI announced three more hotel opening in 2017. As PPR’s CEO mentioned in 2012, whether the concept of lifestyle adds value to the business of luxury or detracts from it? A statistics graph showed that luxury is likely defined as a way of living. However, a report from McKinsey said that to avoiding brand dilution, luxury brands with a technical core, such as makers of jewelry, should be more cautious about brand extension. BVLGARI, as a represent of timeless jewelry maker, extend itself to hospitality which might not be a wise choice.