American Express Co. is quietly courting the rich and famous in the United Kingdom with a charge card the company says gives the "ultimate in personal service."

Only a few thousand customers have accepted the offer to plunk down an annual fee of 550 pounds -- the equivalent of $880 -- for the Centurion card. With it they can reserve private jets, get into booked restaurants and sold-out shows, and shop at exclusive stores after business hours.

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