New gTLD Update | Launch of .LUXE

Registry operator Minds + Machines Group Limited (‘MMX’) have announced the launch of their latest new gTLD .LUXE. Initially intended to represent luxury goods and services, MMX have repurposed the TLD to support the blockchain platform Ethereum, using ‘LUXE’ to represent the phrase “Lets yoU eXchange Easily”.

While .luxe domains can be used in the normal way for websites and email addresses, registrants can also link their .luxe domain to their Ethereum account to replace their 40 character ID number to make it easier to remember and use. For example, bitcoin payments using the Ethereum platform can be made to ‘’, instead of to John Smith’s 40 character ‘wallet number’.

The launch schedule is as follows:

Limited Registration Period

As outlined above, Ethereum customers use 40 character addresses as their identifiers. Ethereum recognised this as an issue for its customers, and trialled its own internal version of a domain name, .eth, to link to the address. Because .eth is not recognised by ICANN, it can only be used within Ethereum’s own platform and does not resolve on the traditional internet (websites and email). During the Limited Registration Period, existing holders of .eth names can register the matching .luxe domain, which will provide a publicly visible address for the .eth name. More information about Ethereum is available at

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