I'm more than happy to pay a bit extra even if the product is only "premium" only in my imagination! I usually stick to solid mid-level brands focused on how often I will be using the product and what I need it to do.
I'm still driving a used 2006 Durango I bought for a steal in 2007 - fairly basic but gets the job done... although lately I've been tempted...
I did buy a bona vita coffee pot that makes darned guten coffee, usually using Peet's or Starbucks for it. I need coffee brands I can pick up at the store! The last several consumer pots I had all made awful drecky coffee.
I don't drink much wine due to my reflux limits, but when I do I usually buy higher end small vintage bottles. After a while they spoil you for the mass consumer Yellow Tailish lines. Ramey Claret is heavenly!
After using MS-DOS and Windows from 1985 to 2010, I bought my first MacBook Pro in mid 2010. This computer has been stepped on by my 90 lb daughter (she actually did a pirouette on it!), dropped from the counter onto brick tile several times, has multiple dings, dents, and scars on its aluminium cover and keeps on ticking. I think I have rebooted it once during the past three years for a fatal error. My last Dell couldn't go 48 hours without a reboot straight out of the box! We also switched to verizon iPhones at work, so I now have an extra macbook pro, 6 ipods (4 kids here), 2 iphones, 3 ipads, and we have only a token cheap HP laptop for the kids to use for schoolwork when the other computers are occupied. Apple products aren't generally on the tech frontline, are definitely more expensive, but from my standpoint are essentially trouble free and "just work", i.e. perfect for what I need! (I still have several Dells at work, including a blazer in my office, tricked up laptop, and several one piecers in the exam rooms if I need Windows access... so I can cheat a bit).
I also must have a good supply of avery e-ink fine point roller ball pens (blue). I use a ton of them writing notes at the hospital!
We've also started splurging for some bigger trips for the kids, I'm at work a good bit, so we like to take them to interesting places, and not just recycle Disney and drudge like that over and over... Heading to Alaska for a cruise this summer! Considering Costa Rica or Puerto Rico next year. Or, I could go for some CME at the Pan-Pacific Lymphoma conference on the Big Island!
edit: We also like to eat at nice places, but don't eat out that much, we spend less eating out 2x per month than most I'd wager. I'm also dangerous to my health in the chocolate section of the Fresh Market!