It staged a takeover of Gordon Ramsay's Boxwood Cafe, part of the Berkeley Hotel, on Tuesday, Wednesday and Thursday morning, with each event packed with retailers and media agency types.
While Diary was disappointed not to get its daily bacon and eggs, instead having to be content with fruit salad, Parma ham and smoothies, the combined value of the couture in the room must have been greater than the national debt of many small countries.
All of which made it hard to concentrate on Conde Nast's managing director Nicholas Coleridge's opening speech. That is, until he got to the bit about Conde Nast spending a meagre £17 million on the launch. "You can't put a magazine out without a big launch and hope it makes it," he explained.