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Exclusive from other Membership Rewards program offerings, First Collection offers a rich array of more than 50 luxurious rewards in four distinct categories -- lifestyle, jewelry, watches and travel -- from a prestigious group of 11 initial partners that includes Baccarat, Chopard, Davidoff, Eos Airlines, IWC, Lamborghini, Mikimoto, Monarch Billiards, Oberoi Hotels & Resorts, Piaget and Steinway & Sons. A new fashion category -- and additional partners and rewards from Bergdorf Goodman, Ermenegildo Zegna, Neiman Marcus, Pebble Beach Resorts(R), Raffles Hotels & Resorts and Tiffany & Co. -- will be added shortly.

From a Mikimoto one-of-a-kind cultured pearl necklace to a custom-built billiards table, or an exotic escape at a luxury resort to a lease for a Lamborghini convertible, eligible Card members can redeem their points for enviable rewards ranging in value from as low as 20,500 points, to as high as 93,200,000. First Collection rewards include:

-- Baccarat Grand Bordeaux Wine Tasting Glass Set of Two - 22,500 points

-- Chopard "Ice Cube Collection" 18K White Gold and Diamond Watch - 93,200,000 points

-- Davidoff Black Leather Cigar Case - 20,500 points

-- Roundtrip Business Class Ticket on EOS Airlines (NYC to London) - 85,000 points

-- IWC Portuguese Chrono-Automatic Steel Watch with Black Crocodile Strap - 640,000 points

-- Lamborghini Gallardo Spyder 2006-2007 (12-month lease) - 10,500,000 points

-- Mikimoto One-of-a-Kind South Sea Cultured Pearl and Sapphire Ocean Necklace - 13,000,000 points

-- Monarch Professional Billiards Equipment Package - 110,000 points

-- One-night stay at select Oberoi Hotels & Resorts Properties - from 35,000 points

-- Piaget Men's Polo 18K White Gold Bracelet Watch - 2,610,000 points

-- On-Demand Private Jet Service - 384,000 points

-- Steinway Living Room Grand Piano, Model O - 7,200,000 points

-- Furthermore, soon Card members will be able to redeem points for Bergdorf Goodman, Ermenegildo Zegna, Neiman Marcus and Tiffany & Co. Gift Cards - from 10,000 points Platinum and Centurion Card members can browse and redeem First Collection rewards with ease through an exclusive First Collection sitelet on the Membership Rewards website. Once Card members have logged in, the lushly- designed site, which features dramatic partner reward images and item descriptions, instantly recognizes enrolled Membership Rewards Card members, provides them with their current point balance, allows them to browse by category, partner or item, and redeem online. Card members can also redeem First Collection rewards by calling 1-800-AXP-EARN (1-800-297-3276).

"First Collection pairs premium customers with premium brands and a specially-tailored collection of highly desirable rewards," said Ralph Andretta, senior vice president and general manager, Membership Rewards, American Express. "The launch of First Collection marks the first time that we have offered rewards and partners that cater to the premium lifestyles of our Platinum and Centurion Card members. As a long-time leader in the rewards and luxury space, we strive to continue to offer innovative program enhancements that deliver value, choice and relevance to our Card members and partners, as well as an unmatched breadth and depth of offerings."

About The Membership Rewards Program

The Membership Rewards program from American Express has more than 140 redemption partners. The program allows Cardmembers to earn one point for virtually every dollar charged on eligible, enrolled American Express(R) Cards.(1)

Membership Rewards points are redeemable in a wide selection of reward categories, including travel, retail merchandise, entertainment, shopping and recreation gift certificates, experiences, financial services and charity rewards. Enrollees may also customize their own redemption experiences through the program's Your Reward(R)(2) option and use points for just about anything they can imagine. Points have no expiration date, and there is no limit on the number of points a Cardmember can earn. The company launched Pay with Points(3) allowing Cardmembers to instantly redeem Membership Rewards points for all or part of the cost of any airline ticket, hotel room or cruise booked directly through the American Express website (http://www.americanexpress.com/travel).

For more information about the Membership Rewards program, or to apply for an American Express Card, consumers can call 1-800-THE-CARD or visit 800TheCard.com.

About American Express

American Express Company (http://www.americanexpress.com) is a leading global payments, network and travel company founded in 1850.

(1) Some Cards require enrollment and the payment of an annual program fee. Terms and conditions apply.

(2) Your Reward packages are subject to availability. Terms and conditions may apply. Your Reward only fulfills requests that accept the American Express Card. Unless otherwise noted all gratuities and taxes are included in the point value of the package.

(3) To qualify, the American Express Card account you designate for this transaction must be enrolled in the Membership Rewards program and all of your Card accounts with us must be in good standing. Terms and conditions apply.