The story

For years, the title of the most expensive bottle of water in the world was held by Acqua di Cristallo Tributo a Modigliani: a glass flask covered in 24-carat gold, designed by Fernando Altamirano as a tribute to the painter Amedeo Modigliani, containing a blend of waters from France, Fiji, and Icelandic glacial sources. One bottle was sold for $60,000 (≈ €56,000) on March 4, 2010 at a charity auction at La Hacienda de los Morales in Mexico City, an officially recognized Guinness World Record (source : https://www.guinnessworldrecords.com/world-records/most-expensive-bottle-of-water-sold-at-auction).

Most Expensive Brand now claims this title — differently.

Ours is not a jewel-bottle. It contains neither gold, nor glitter, nor composite waters. It is iceberg water: drawn from Kongsfjorden in the Svalbard archipelago, one thousand kilometers from the North Pole. It is the world's northernmost bottled water, at 78° north latitude. Millennia-old ice, naturally calved from glaciers, gathered in the brief days before it melts back into the sea. Each bottle finances the preservation of one hundred kilograms of Arctic ice.

The previous record was gold and an artist's design. Ours is millennia-old ice and a polar fjord. The price is not in the material. It is in the promise: to be, in its category, the most expensive object in the world. Nothing less.