up ‧ mar ‧ ket /ˌʌpˈmɑːkət◂, ˌʌpˈmɑːkɪt◂ $ -ɑːr-/ BrE AmE adjective , adverb especially British English
designed for or used by people who have a lot of money ⇨ downmarket OPP downmarket :
an upmarket restaurant
move/go upmarket
a brand that’s moved upmarket
(=it is trying to attract richer people)