Clive Christian flew in from to receive the official award from . When his company acquired the Crown Perfumery in 1999, the British perfume company originally established in 1872 granted the crown of excellence by Queen Victoria, he set out to revive the company's history of luxury by creating the most exquisite perfumes, though he said they never set out to break the world record.
"The brief that was given to them for No. 1 was that they had to produce the best possible perfume that was known to mankind, and they were to ignore all costs and buy whatever they considered would produce the best results, even taking into account that it might not be sustainable," said Christian. "In other words, next year, we may not be able to do it. Nobody has ever done that. No. 1 does change, year by year."