Post by Publicis Groupe Switzerland

A Swiss take on luxury, from the stage of ESB Marketing Netzwerk Schweizer Markenkongress 2026. Publicis Groupe Switzerland had the pleasure of, together with PUBLICIS LUXE and Bucherer AG, engaging in a conversation on what Switzerland can bring to the future of luxury. On stage, Amanda Kennedy, Global Marketing Director at Bucherer 1888, and Priscilla Rossi, Head of Strategy at Publicis Luxe Switzerland, explored how one of Switzerland’s most iconic luxury houses is shaping its next chapter by turning its Swiss identity into a powerful source of preference. Their discussion focused on a simple belief:  Swiss luxury does not need to become louder to become more desirable. It needs to claim what it already holds naturally. A few key themes from the conversation: 1️⃣ Swiss luxury has its own codes. French luxury has "Haute Couture". Italian luxury has "Extravaganza". Swiss luxury has quiet "Mastery": precision, trust, discretion and hospitality. 2️⃣ Global relevance starts with stronger roots. For Bucherer AG, born in Luzern in 1888, Swissness is not a constraint, but a driver of preference, authority and memorability. 3️⃣ In multi-brand luxury, trust turns choice into confidence. Curation is not only access to the best maisons. It is reassurance at the moment of choice. 4️⃣ Heritage becomes powerful when it stops looking backwards. Beyond postcard clichés, Switzerland is now a reference point for beauty, aesthetics, craft and taste. 5️⃣ Experience is where preference is built. When products and prices are comparable, the differentiator is how clients feel becomes the difference. A warm thank you to Amanda Kennedy and the Bucherer 1888 team, especially Patricia Bächler and Ingo Zorc, for their trust and collaboration. And thank you to Alexander Haldemann for moderating, alongside the inspiring contributions from Roland Bienz (Electrolux Group) and Evelin Wachter (Publicis Media Switzerland), as well as Michel Gicot (die Mobiliar) and Türi Cengiz.