Bottled water continues to be fashionable, and China is the new thirsty kid in the block with a rocketing growth in sales, according to a market research company this month.
The global packaged water consumption checks in at an average of 30 litres per head, says the market research firm Canadean, but the United States is one of the top market leaders in the sector with per capita consumption at more than 90 litres per head.
There is no surprise then of the rise of more brands that manage to market their difference in the product, by adding more bling to it or persuading consumers of the health benefits of the source.
At US$2,600, Bling H20's Dubai Collection "The Ten Thousand" is one of the most expensive bottles of water around. It is embellished with 10,000 Swarovski crystals. Previously available for sale at Harvey Nicholsdepartment store in Dubai, it is now made to order and is accompanied by white handling gloves in a case.
The US-based Bling H20 came to Dubai in 2009 with its two limited edition bottles.
The Hollywood writer and producer Kevin Boyd is the founder of the line, which bottles its water in Dandridge, Tennessee.
In the comparatively regular price range, Bling H20 has bottles from US$21 for 375 ml to $50 for Fade 2 Black bottles.
Japan's Fillico sells water in its Swarovski encrusted bottles and the price for a bottle from its regular collection at US$291 for 750 ml. The company started in 2005.
Others, however, depend on the remoteness of the source to position their bottled variety in the urban luxury landscape. Canada's 10 Thousand BC sells a 0.75 litre bottle for $28.50. The water comes from glaciers north of Canada.
Another company that retails water from the remote Arctic is Canadian Berg, which sells "iceberg water" from western Greenland. It comes with a price tag of $20 for 0.75 litres at Ray's & Stark restaurant in Los Angeles.