The focus of this scientific paper is on Customer Relationship Marketing in the luxury goods industry. Numerous companies in the luxury goods sector are intensifying their sales efforts and continuously developing new acquisition and customer retention programs by adapting methods and concepts of Customer Relationship Marketing to the specific conditions of their industry. Techniques of Direct Marketing, originally used mainly by mass market companies, will increasingly be employed by the big names in the luxury goods industry. The author analyzes both the sociological and economic environment of the luxury sector, with particular attention to service quality, and explains which Customer Relationship Marketing techniques best meet the demands of the luxury goods industry.