Chirkunov said Wheely is targeting the Dubai market, which it’s been planning on entering since 2021, as it already serves as a hub for wealthy business people emigrating from Europe, as well as young digital nomads.

“European families and entrepreneurs have been moving to Dubai in the last five years,” Chirkunov told CNBC in an interview ahead of the launch. “It is the most requested destination by our guests and our members. It sees the highest immigration of millionaires in the world.”

Wheely’s platform is tailored more toward mass market usage, however, and Chirkunov thinks his platform has an opportunity to stand out. It competes in a similar space to Blacklane, another luxury-focused ride-hailer.

Chirkunov compares his product to more of a luxury product than a general service for consumers. He compares the Wheely brand to the American Express Centurion and Platinum membership credit cards in terms of brand status.

Headquartered in London, Wheely is a startup that offers a car-hailing app similar to Uber, but targeted toward a high net worth clientele. Fares, for example, average around £46 ($57.72) for a 30-minute journey from Mayfair to the City of London.

Prices aren’t the only thing that’s “high-end” about Wheely. The company provides trained chauffeurs who greet customers, collect their bags, and take other measures to make riders feel special.

Users can make specific requests to their chauffeurs on the Wheely app — for example, having a driver collect flowers for a loved one before they get picked up.

Wheely even has its own tailor-made “chauffeur academy” program in place to train up drivers. That program already exists in London, at Syon House, the lavish home of the Duke of Northumberland.

Wheely is now replicating that model in Dubai, too.

Its members-only services — which users can only get access to via invitation or after 15 trips with the app within six months — offers access to more premium tiers, including a first-class service with Mercedes-Benz S-Class vehicles that come with bath towels, and an option to reserve a chauffeur for a whole day.

The Middle East isn’t the only stop on Wheely’s global expansion route, though. The startup, which earlier launched services in Paris, now plans to pursue operations in the United States, Wheely’s co-founder and CEO told CNBC.

Chirkunov said that the pandemic scuppered Wheely’s short-term plans to enter the U.S. market, and so Dubai “eclipsed” the U.S. in terms of focus for the firm.

Now, though, he sees an eventual U.S. launch in his sights.

“We have many North American travellers using Wheely, especially on transfers and flights,” Chirkunov said. Wheely’s app enables its chauffeur network to check on updates about the status of travelers’ flights in real time.

“We’re still looking at launching in the U.S. at some point,” Chirkunov added. “The reason we haven’t launched yet is because we’ve been squarely focused on Dubai.”

But eventually, Chirkunov says, “New York will over take London as our top market.”