.LUXE is the first new TLD to resolve on both the web and Ethereum blockchain


Whether you’re a fan of cryptocurrency or not, I think it’s safe to say that blockchain has already changed the world. These are still the early days and yes, it’s very clear that we’re still sorting out how blockchain will be used, but there’s no doubt in my mind that it’s a game-changer. Will we be using Bitcoin to make everyday purchases? Well that’s a tough one. Will blockchain find its way into our daily lives, behind-the-scenes, most likely so, and in some cases, it already is.

One of the newest entrants to the new gTLD space, .LUXE – is making history as it becomes the first new gTLDs designed to resolve on both the web and Ethereum blockchain. While this might not make sense to you now, something tells me ten years from now we’ll remember this is a pretty seminal move connecting domain names to the world of blockchain.

Currently, there is no interoperable naming convention across the World Wide Web and blockchain universes. On the fastest growing blockchain, Ethereum, 42 character randomly generated alphanumeric strings presently serve as the public identifiers for the 43 million Ethereum assets now in circulation on that blockchain. Through .luxe, human readable names can serve as the public identifier for businesses, individuals and assets on the Ethereum blockchain, thereby helping to improve ease-of-use and trust between counter parties. The same .luxe name can also be used on the World Wide Web, helping to further improve transparency and trust between counter parties. (Source – MMX Blog)

.LUXE went into Sunrise (i.e. for trademark holders only) starting in early August. General availability started on November 6th. If you’re looking to register a .LUXE domain the place I was able to find the best pricing was 101Domain which has them priced at $22.99/year.

What do you think about .LUXE? I want to hear from you, comment and let your voice be heard!

{ 5 comments… add one }

  • Jose November 20, 2018, 9:19 am

    Interesting post and extension (.Luxe) I have not caught your attention in this gTDL.

    Although the cryptocurrency is on the stock market down, fraudulently with Bitcoin,

    I do not know if it’s a good time to sell with premium domains Ethereum, Bitcoin, Litecoin to have pending to sell?

    Happy day. Jose

  • gene November 20, 2018, 10:49 am

    Thank you for posting this, Morgan. I had recalled reading about this extension a while back, but then completely forgot about it.

    This could be much bigger than people think, and in many ways the concept of using a short-cut (brandable) term to identify assets on Ethereum is like the earliest days of domain investing.

    I’m a huge believer in Ethereum, and have followed its development and progress for almost 2-years.

  • John November 20, 2018, 3:43 pm

    This extension doesn’t pass the radio test. I found a few only slightly interesting ones to reg today, but decided to pass. No interest in this TLD at all, and I certainly like blockchain and crypto.

    • Snoopy November 21, 2018, 2:32 pm

      It is a bad extension where the registry has tried to link it with “blockchain” to try and sell it.

      Over the last 20 years adding in buzzwords or linking with new technology has been a way to get people with only average understanding of the technology to part with their money.

  • Snoopy November 21, 2018, 2:17 pm

    “While this might not make sense to you now, something tells me ten years from now we’ll remember this is a pretty seminal move connecting domain names to the world of blockchain.”


    Only if you want to remember “the most money grubbing ideas the industry ever thought up”. This one has flop written all over it.


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