NEW YORK — Could cardholders ever get wealthy enough that they would no longer need a rewards program to prompt card usage? Apparently they don't, according to American Express.

The card brand known for its high-end cardholders has rolled-out the ultimate rewards program, offering everything from fine jewelry to grand pianos to a Lamborghini lease.

The new American Express "First Collection" rewards are exclusive for its "Platinum" and "Centurion" cardholders. The special "Membership Rewards" program offers 50 high-end rewards in four categories: lifestyle, jewelry, watches and travel.

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