I think it depends on the marketing in the end. Even if it's expensive, if it's not known it probably won't sell as much as you hope. If I'm proved wrong I'd like to know to give it a try of course heh. But I do think many of those brands survive on the rich knowing them to parade around, even if they're not known by sight due to non displayed logos.
If you want to target the new rich, then it needs to be high profile and flashy I assume.
Like Hitchhiker's guide...is it safe? Oh yes it's safe but not us.