NEW YORK - American Express Co.'s most exclusive product, the Platinum Card, is adding a service to help cardholders remember important dates like birthdays and special events.

The program called, Fine Gifts, sends cardholders monthly reminders of these occasions. The idea is to inspire customers to use their Platinum cards to purchase their gifts.

American Express enlisted a number of upscale retailers like ABC Carpet & Home, Alfred Dunhill, Tourneau watches, and Hammacher Schlemmer, to offer special discounts to Platinum cardholders.

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