Luxury of SwitzerlandAshley Wise

Swiss Consumers• 12.7% of households are worth

over $1 million• In 2013, there was 50,000 new

millionaires• 1.7% of wealth in the world,

but only 0.1% of the population • Most millionaires are over 65,

but the millionaires who spend the most are under 45• “Swissiness”

Swiss Character

Name: FalcoAge: 35Marital Status: Married with childrenJob: Banking- Religious- Has Masters Degree- Family worth of $4 Million - Self made millionaire

Roger Dubuis

• Founded in 1995 by Roger Dubuis, it is one of the younger Swiss watch companies.• Creates hand made time pieces for

both men and women.• Entry pieces begin at $13,000• Part of the Richemont Group, which is

the leading Swiss luxury company (much like Kering)

Knights of the Round Table

• Price: Starts at $280,000• Limited to only 28 pieces • Hand crafted and meticulously

molded• Falco only wears Roger Dubuis, as he

is a young man who connects with the younger luxury market in Switzerland. He appreciates the hand crafted worth of the piece, it is a piece of art.

Knights of the Round Table

The Alpina Gstaad• Opened in 2012• 56 Rooms• Cost $336 million to build• Built by Chaletbau Matti, the best

chalet architects in Switzerland• Price range is $533 - $21,000 a

night• Has cigar lounge, private theater, 2

restaurants ran by a 2 Michelin star chef, private spa with a 85 foot pool.

The Alpina Gstaad

• They have a silent badge and bracelet. If a guest is wearing this badge it means they do not wish to be spoken to, which helps the privacy of their guests.• Falco enjoys taking his family

here for the experience. During the winter they enjoy the skiing on the alpines. The exclusivity is of the utmost importance and enjoys the lavish amenities.

The Alpina Gstaad

Ashton Martin• Most imported luxury car in

Switzerland• Valued for its expensive attributes

and hand finished quality• They love the personality of the

brand (James Bond)• There are 5 dealerships in

Switzerland• Falco loves Aston Martin for the

quality and label it gives him for owning it.

• Hong Kong based luxury hotel chain• 189 Rooms, ranging from $500 to $18,000

a night• Presidential suite has a 360 degree view

of Geneva• Custom gourmet experience with a

Michelin star chef (starting at $1,400) and a custom Chopard experience (starting at $2,000)

• Creates experiences such as an Easter family event ($800 per family)

• “Beauty Studio" experience• Falco enjoys the Oriental as a getaway

with his family to experience something that is more tailored and has something for the whole family.

Mandarin Oriental, Geneva

Pyramid

• Based on pricing and Swiss values• Swiss Values defined

as:• “Swissiness”• Craftsmanship• Experience