Accepting that luxury stands for timeless, my contribution sets out to address and clarify the issue by analysing three questions from the semiotic perspective of luxury branding. The first is, from where does luxury speak in Bulgarian context of so-called "Bulgarian rose" product? The second is, what is the luxury branding mechanism whereby philistine's culture change? The third is, how might we conceptualise the relationship between the timeless in production of luxury discourse and transformative role of philistine's culture? To celebrate the uniqueness of Bulgarian product in luxury, it is almost as dangerous a concept as intention. It belongs to many disciplines, including psychology, sociology, and semiotics. Drawing upon the works of standpoint Greek philosophers (Plato "The Republic", 380 BCE) and semioticians (Algirdas J. Greimas, On Meaning, 1987), the discussion of implementing luxury advertising in every corner of the business world is confronted by quite serious challenges. After an introduction to the topic, the discussion will be followed by analyses of concrete examples focusing on the cultural heritage resistance. Although the inquiry is conducted from one particular standpoint — luxury branding, the observations and suggestions it makes regarding education, cultural heritage and luxury advertising campaigns will lead us to conclusions at theoretical level of interpretation on renegotiating the future direction of acquiring knowledge in the ambiguous significance of luxury.