Premium, I definitely agree. But luxury is pushing it imo, given the prices and ingredients used. Imo luxury chocolate is either artisanal and/or has extremely high quality standards (e.g having as little stuff that is not pure cocoa and sugar as possible in its ingredients), and thus even more expensive than Lindt.

As I already said in another comment, this is a eurocentric point of view. When I lived in Canada I didn’t buy Lindt because they were almost twice as expensive as what I was used to.