Over the last two decades the luxury market has undergone a major transformation. In particular, we have witnessed the emergence of a so-called new luxury market by the authors. This new market comprises the masstige movement, which designates the initiatives taken by some mass production companies to try to reach demanding high-income customers by offering them more sophisticated products (COSTA, 2008). This is a promising market in terms of profitability, and is also a very challenging. It seeks to combine the characteristics of luxury brands and products with mass production, which is unusual in the luxury market. The new luxury requires a strong understanding of customers’ behavior and their purchase motivations (SILVERSTEIN e FISKE, 2003). An analysis of the strategy adopted by the Nespresso brand, launched by Nestlé in 1976, which is well-positioned in the luxury market and representative of the masstige trend, is carried out in the present research. Its main purpose is to shed light on the perceptions and motivations of ‘new luxury’ consumers, by investigating customers of the Nespresso brand, their definitions of brand value and their concept of luxury. Thus, a description of the Nespresso case based on documental research, and a qualitative research based on in-depth interviews with brand consumers were carried out. The results present a comparative analysis between the values associated to the Nespresso brand and those associated to the concept of luxury. From the market view, they can contribute to Nespresso management as well as to the management of other brands inserted in the masstige movement. From a theoretical view, they bring insights on the meaning of luxury and its relationships with the offers of the companies in this segment.