Traditionally focused on wealthy shoppers, the market has long ignored the opportunities offered by the growing cryptocurrency market. But now Balenciaga, ST Dupont, Tag Heuer, and Printemps are looking to cryptocurrency payments as an opportunity to attract a younger, tech-savvy clientele.

“Cryptocurrency payments could be a new way for luxury companies to position themselves as innovative rather than old, prim, boomer brands,” explained digital asset analysts at S&P Global Ratings.

Luxury goods conglomerate Kering (EPA: PRTP ), which owns brands like Gucci, has rolled out new technology that allows cryptocurrency payments for most products in the United States.

Cruise operator Virgin Voyages has begun offering bitcoin as a payment option for $120,000 annual passes, allowing wealthy customers to travel on its ships for anywhere from a few weeks to a year.

S&P Global Ratings said that the scale of cryptocurrency use as a means of payment is still small, and most retailers prefer to convert digital assets into fiat to minimize risks, but the rapid growth of technological capabilities encourages brands to create exclusive products and services aimed at crypto enthusiasts.

Payment solutions provider Checkout.com conducted a study, according to which about 30% of Britons are ready to use cryptocurrency as a means of payment.

Earlier, the Australian auction house Lloyds Auctions added the ability to purchase real estate and other goods for bitcoins, which attracted great interest from bidders.