But as the title of this post holds, it is a hidden gem. So much so, in fact, that I only stumbled across it in a duty free catalogue. Strangely, Lifetrons only distributes via airlines and duty free shops, and they don't market their wares actively - it is not even available in their own online store. At least not for the moment, I'm told by their CEO. Another instance of under-marketed Swiss engineering ingenuity? You bet! I hope they get their marketing act together really soon, because they deserve it!
Here's the anecdote of the purchase: I saw the description on my way to Brussels and decided to hold off on buying until I could do a little online research, which I did in Brussels. But it yielded very little, there's virtually no online reviews available nor, as mentioned, alternative distribution. So, I decided to buy on the way back, even though Swiss has all three colours as long as it's white/silver. But I created a bit of a stumbling block for the friendly flight attendants - the catalogue advertises that you can pay with M&M Miles rather than cash, which I wanted to. But their payment appliance didn't work, so we had to use a regular credit card slip. Now, I'm a little nervous that I am going to be charged CHF 22'000 for the device rather than 22'000 miles ... keep your fingers crossed!