Long confined to the upmarket neighbourhoods of São Paulo and Rio de Janeiro, the Brazilian luxury sector is expanding in scale and, above all, in geographical reach. From Trancoso to the Lençóis Maranhenses, from the coast of Ceará to Alagoas, hotels, designer residences and private villas are catering to a wealthy clientele in search of nature and exclusivity. In their wake, Brazilian fashion, jewellery and beauty brands are also asserting their international ambitions.

In less than a decade, Liberty Media has transformed Formula 1 into a global showcase coveted by the luxury sector. The partnership signed in 2025 with LVMH – the largest in the championship’s history – cements this evolution. Within the group, Swiss watchmaker TAG Heuer holds a prominent position and intends to make the most of it.

Audemars Piguet is announcing the launch of its first jewelry collection, inspired by the codes of the Royal Oak. Ilaria Resta, the brand’s CEO, is clear about her intentions: Audemars Piguet is entering the jewelry world not to create a new business unit, but to sharpen and amplify its watchmaking expertise.

While 1.3% of watches now account for 75% of growth in the Swiss watch market, brand executives interviewed at the Geneva Watch Days also pointed to another trend: sales are picking up again in the under-4,000-franc segment. Two realities now define the watch industry: ultra-luxury on one hand and affordable watches on the other.

Away from the spotlight of the Piazza Grande, another festival is taking place. Private dinners, encounters with stars, impromptu conversations and fundraising: since 2008, the Leopard Club has established itself as one of the places where cinema, business and high society intersect. But behind the glamour, its mission is far more strategic.

India’s massive whisky market has long been dominated by foreign brands. However, that’s slowly changing. India is aggressively growing homegrown, premium whisky labels. They are not just gaining market share at home, but also sweeping top global rankings.

At the helm of Panerai since April 2025, Emmanuel Perrin aims to rekindle the interest of certain long-standing customers whose enthusiasm for the brand had waned somewhat. The former director of Richemont’s Specialized Watch Industry division outlines his strategies for achieving this.

Glitter, total freedom, and a merciless door policy: Studio 54, the iconic club of 1970s New York, closed its doors 40 years ago, but its myth still electrifies Gen Z, who have made it the ultimate symbol of FOMO.

In China, as birth rates hit historic lows, spending per birth continues to rise in the luxury segment. The most obvious evidence: entire floors of prestigious hotels like the Four Seasons are being rented out to provide 24-hour nursing care, postpartum fitness programs, and private chef services. This is a reinvention of an ancient Chinese tradition (zuo yuezi), which is now spreading to the West.

A paradise for high-end tourism, St. Moritz continues to embody Alpine excellence. Just ten kilometers away, Sils Maria cultivates a different vision of luxury: more discreet, more cultural, and more contemplative. The recent opening of the Chesa Marchetta hotel illustrates this profound evolution in the Engadine, where the experience has become just as important as prestige.

As the Spring/Summer 2027 Fashion Weeks draw to a close, the revolving door of creative directors continues to fuel debate across the fashion industry. From New York, a breeding ground for emerging talent, to Paris, where established luxury houses are seeking to redefine their identities, the creative landscape is being reshaped. American fashion historian and Director of The Museum at the Fashion Institute of Technology Valerie Steele offers her perspective.

Cartier has transformed its boutique at 35 Rue du Rhône into a showcase celebrating nearly 180 years of watchmaking heritage. Watchmaker of Shapes, Master of Crafts brings together 22 historic timepieces from the Cartier Collection, tracing the Maison’s enduring ties to Switzerland and its distinctive approach to form.

During New York Fashion Week, Bulgari has taken over the High Line with a public art installation by Plastique Fantastique. The latest stop on the global Serpenti Infinito journey, the monumental work embodies the Roman house’s strategy to accelerate its growth in the U.S. market by betting on emotion and cultural immersion.

Launched in 2024, the Rolex Series now brings together seven of the world’s most prestigious show jumping competitions. The stakes go far beyond mere competition: the goal is to make the sport spectacular and more appealing to a wider audience, while maintaining the same rigorous standards of excellence. Just a few kilometers from Brussels, the Brussels Stephex Masters may offer one of the most accomplished examples of this blend of top-level competition, hospitality, and the world of luxury.

The Rencontres de la Photographie draws the world’s elite of the photography world to Arles. In recent years, major luxury houses—from Louis Vuitton to Guerlain—have realized that the city is the only place in France where culture, money, and desire intersect without (almost) ever clashing.