At the second edition of the Luxury Summit—hosted once again by Forbes Swiss and FACES—twelve speakers set out to explore a word that is constantly evolving. For some, luxury meant time, health, and freedom. For others, it was about performance, storytelling, and transformation. From private islands and Swiss watches to hypercars, longevity and the future of St. Moritz, the perspectives were as varied as they were inspiring.

The day began not with words, but music. Composer and Steinway Artist Vincent Corver performed five improvisations, each inspired by a painting and by the feeling of memory. “If you can create a moment that people remember,” he said, “you’ve already created something luxurious.”

In his opening remarks, Forbes Editor-in-Chief Klaus Fiala reminded the audience of the legacy of Malcolm Forbes, whose life intertwined business success with flamboyant storytelling. “He didn’t just own luxury—he used it to tell stories,” Fiala said. FACES founder Stefan Berger echoed the sentiment, reflecting on his 24 years in publishing. “We wanted to do things differently,” he said. “Not just reflect reality—but shape it.”

That theme—of luxury as transformation—would carry through the entire afternoon.

A World in Transition
The first keynote came from Felicitas Morhart, founder of The Swiss Center for Luxury Research. In her talk, “The State of Luxury in 2025,” she explored what she called “digital decadence,” highlighting the growing tension between self-optimization and slow luxury, between artificial intelligence and artisanal imperfection. “Just because something is feasible doesn’t mean it needs to be done,” she said, asking brands to resist the urge to become indistinguishable from tech companies. Luxury, she argued, must remain inefficient—and emotionally resonant.

Then came a man who has made an entire career out of selling dreams. In an onstage interview with journalist Carolin Roth, Farhad Vladi—perhaps the world’s most renowned island broker—recounted tales from five decades of island deals. One of the first islands he sold? A property in Fiji, owned by Malcolm Forbes. “You don’t need a president on an island,” Vladi said. “You only need Mother Nature.” For him, island ownership is never just about the land—but about beauty, sovereignty and belonging.

Next on stage: Yann Marois, VP Integrated Brand Building, Smoke-Free Products at Philip Morris International. In an open conversation, he addressed the company’s controversial transformation and explained how customer-centricity, empathy, and design are key to PMI’s shift toward a smoke-free future. “Constraints foster creativity,” Marois said. “And creativity fosters change.”

Then came Federico Ziviani, CEO of Gérald Charles—the last watch brand created by legendary watch designer Gérald Genta. Ziviani’s story wove together heritage and innovation, explaining how a 30-year-old with a computer engineering degree ended up leading a Swiss watch brand. “Luxury is not about showing off,” he said. “Luxury is pushing boundaries—creating something that’s never been done.”

In a surprise twist, Lamborghini’s Head of Communications Tim Bravo joined via video. His message was clear: even hypercars have to evolve. “Luxury cars are not just about performance anymore,” he said. “They’re about community, legacy, and emotion.”

Health Is the New Wealth
One of the most discussed themes of the day: longevity. In a panel moderated by Maximon’s Marc P. Bernegger (Founding Partner, Maximon), experts Dr. Omar Haroon (Plastic surgeon and Key Opinion Leader at Merz Aesthetics) and Dr. Antoinette Sarasin Gianduzzo (The Kusnacht Practice) discussed how medical advances, supplements and behavior change are reshaping the way we think about aging. “Sleep is the biggest trigger,” said Sarasin Gianduzzo. “And the most difficult one.” Bernegger admitted, “I come from a very unhealthy lifestyle—so avoiding the unhealthy stuff is already a huge progress in my case,” while Haroon emphasized the basics: “Healthy food, spending time with loved ones, and sleep—that’s what I definitely changed in my life.” The panelists agreed that longevity is not about living forever—but about living better, for longer. And that personal health it might become the ultimate luxury going forward.

Financial health also had its place. In his keynote interview, Gzim Hasani (CEO, smzh ag) explored the role of luxury assets in uncertain times. He described how volatility impacts categories like wine, watches and vintage cars—and why emotional connection is just as important as financial performance. “Diversification is key,” he said, “but real luxury is the freedom to make your own decisions.”

Looking Ahead
As the sun dipped lower behind the Zurich hills, Dirk Jacobs took the stage to talk about the future of Switzerland’s most iconic alpine destination: St. Moritz. A former fashion executive now leading the region’s tourism board, Jacobs is helping reshape the image of the resort town. “We want to move the brand away from status and consumption,” he said, “and bring it more into experience and fulfillment.”

Then came the final act: fashion entrepreneur Philipp Plein. Known for his maximalist style and controversial campaigns, Plein spoke with disarming honesty about building a global empire from scratch. “People told me it was too much, too flashy, too loud,” he said. “But it worked. And it still works.”

Thank you to our partners: Philip Morris International, smzh ag, Merz Aesthetics, Lamborghini, St. Moritz Tourism, Technogym and Steinway & Sons. See you next year!

Fotos: Samotion