The luxury industry is evolving. After years of strong growth, brands are facing a more selective consumer, changing market dynamics and increasing expectations around authenticity and value. These themes took center stage at the Luxury Summit 2026, hosted by Forbes Switzerland and FACES at The Dolder Grand in Zurich, where around 300 guests gathered to discuss the future of luxury.
The summit brought together an impressive lineup of industry leaders and entrepreneurs. Among them were Jean-Claude Biver, Co-Founder and Chairman of Biver Watches; Frédéric Rouzaud, CEO of Louis Roederer; Felicitas Morhart, Founder of The Swiss Center for Luxury Research and Professor of Marketing at the University of Lausanne; Oliver R. Müller, Founder of LuxeConsult; Alexandra Bagehorn, Brand Director Northern Europe at Montblanc; Yannik Zamboni, Founder and Creative Director of Maison Blanche; Nicolas Freudiger, Co-Founder of ID Genève; René Staud, Founder of Staud Studios; Arben Ademi, Founder and CEO of Gisada Switzerland; and Cedrik Lorenzen, entrepreneur, chef and digital creator.
Throughout the day, discussions focused on what luxury means in today’s world. While craftsmanship, heritage and exclusivity remain important, speakers highlighted the growing importance of authenticity, innovation, sustainability and emotional connection. Consumers are increasingly looking for brands that offer genuine value rather than relying solely on prestige or status.
Another recurring theme was the opportunity for independent and founder-led brands. As purchasing decisions become more thoughtful, companies with a clear identity and strong values are finding new ways to stand out in a competitive market.
More than a conference, the Luxury Summit served as a platform for meaningful dialogue between established maisons, entrepreneurs and innovators. The overall message was optimistic: luxury is not disappearing – it is evolving. The brands that will thrive in the years ahead are those able to combine craftsmanship and heritage with relevance, innovation and purpose.
Photos: FACES and Forbes Switzerland
