Your focus should always start with your brand. This is especially true when speaking about anything in the luxury realm, as the increased cost must be matched by a similar level of perceived worth or value.

The flow looks something like this:
BRAND > PR > MARKETING

These are not linear in the sense that once you "complete" a step then you are done with it. It is more of a cycle.

I'd love the opportunity to do some research on your company and needs and hop on a call if you're still looking for help. https://clarity.fm/jlcortez

Cheers