The scent was created back in 2015 in celebration of Baccarat's 250th anniversary. It was supposed to be a limited edition of 250 crystal bottles, designed by Georges Chevalier, housed in a beautiful box, available for the happy few. It was intoxicating. People would stop you on the street and ask you “what is your scent? It's the most beautiful scent that I have ever smelled.” It was very mathematical: one person led to two. It's exponential. I think what happened on social media is a reflection of what happened in real life. Francis created one of the most desirable scents in the world without any marketing spend, any campaign, any KOLs, or any celebrity embodying the scent. It's unheard of.

— Marc Chaya on Maison Francis Kurkdjian Baccarat Rouge 540. Read more in Maison Francis Kurkdjian CEO Marc Chaya on the business of fragrance at Esquire Singapore.