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Geneva Watch Days exposes the industry’s new equation: heritage, innovation, price and the next generation of collectors For decades, Swiss luxury watchmaking has operated on a powerful contradiction: the less accessible the object, the greater its desirability. Scarcity created prestige. Complexity justified price. Heritage established authority. And the distance between the consumer and the manufacture became part of the mythology. That model is now being tested. A new anal

Luxury has always been a reflection of society’s deepest aspirations. But in 2026, the industry is facing a defining moment: the question is no longer how to attract more consumers, but how to create deeper meaning for the consumers who truly matter. Luxe Magazine Switzerland was honoured to attend the Press Conference of the 12th edition of the True-Luxury Global Consumer Insights 2026 report, jointly presented by Boston Consulting Group (BCG) and Altagamma. The study, based