Guild Wars 2

With the new option for a free upgrade and hat going on, I’m curious if I can buy a new account for a friend as a gift, yet still reap the Digital Deluxe upgrade and hat for my existing account?

I would suspect the DDE stuff is tied to the serial key you get when you buy it, and therefore tied to the account it activates.

Is they key given separately from the game, or is it immediately tied with the new account? Seems smart to keep them separate as it would mean people would be buying more copies of the game.