Intel Road Tests World’s Most Expensive Perfume: How Do We Smell?“The message was brutally simplistic: Don’t care about the cost,” said Clive Christian at Saks Fifth Avenue this past Saturday afternoon. He was at the department store to celebrate getting into the Guinness World Records book for his fragrance, called No. 1, the world’s most expensive perfume. Back in 1999, when he took over Britain’s Crown Perfumery, the company’s noses instructed him to disregard the sustainability of ingredients and the expense in creating the No. 1 scent. He wound up creating a perfume of Indian jasmine, mandarin, and sandalwood that costs $865 for 10ml and is favored by Katie Holmes, Elton John, the Beckhams, and assorted royalty. We doused ourselves in No. 1 and asked midtown holiday shoppers how classy we smelled.