Our brand-new Switzerland Luxury 2026 report offers retailers a fascinating insight into one of the most consistent – and quietly successful – luxury markets in the world.
Rather than chasing hype or rapid growth, the report shows how Swiss luxury brands and retailers have built their success on a simpler idea: selling fewer items, but selling them better. Backed by one of the world’s wealthiest populations — where one in seven adults is a millionaire — the market is driven by steady demand and long-term thinking, not short-term trends.
What makes this report a must-read, however, is its series of case studies, which reveal how leading brands are putting that philosophy into practice.
From heritage names such as Hermès to watchmakers including TAG Heuer and Baume & Mercier, the report shows that success in Switzerland comes from a careful balance: staying true to craftsmanship and identity, while adapting to how customers actually shop today.
The importance of experience
More and more, experientiality is everything. Swiss shoppers expect a high level of service wherever they encounter a brand — whether that’s in a boutique, online or via mobile. The most successful retailers are those that connect these touchpoints, offering services such as online booking, tailored recommendations and ongoing relationships with store advisors.
The case studies also highlight a shift in how luxury is bought. Customers are purchasing less often, but spending more when they do — particularly on categories such as watches, where rarity and long-term value matter more than volume. This has helped the Swiss market remain stable even as global demand softens.
Gen Z enters the market
At the same time, brands are finding new ways to bring in younger shoppers without losing their core identity. Some, such as Swarovski, are leaning into digital storytelling and more accessible products, while others are focusing on services such as repair, resale and personalisation to build longer relationships with customers.
Digital channels are also changing the way Swiss luxury buyers shop. Far from being purely store-led, Swiss luxury shoppers are highly comfortable buying online, with mobile in particular shaping how they discover and purchase products. The result is a market where convenience matters — but never at the expense of quality.
Overall, the report argues that Switzerland’s strength lies in its consistency. While other markets fluctuate, Swiss luxury continues to grow steadily, supported by domestic spending, tourism and global demand for its most iconic products. Success in this market doesn’t come from doing more – it comes from doing it better.
Switzerland Luxury 2026 is available now from InternetRetailing. Download it here.
