ZURICH, SWITZERLAND – Publicis Groupe Switzerland is expanding its global agency offering with the launch of Publicis LUXE, which specialises in premium and luxury brands. The existing global hubs in Paris, Shanghai and New York are now joined by Geneva and Zurich as strategic locations.
Publicis LUXE offers comprehensive expertise in strategy, campaigns, digital business, CRM, social media, production, and innovation. The range of services covers all luxury segments, including fashion, beauty, fragrances, jewelry, watches, lifestyle, culture, and high-end hospitality. With an impressive track record that includes leading luxury brands from Switzerland and around the world, Publicis LUXE is now expanding its portfolio by placing a team on the ground to be closer to Swiss-based global luxury brands. The agency combines traditional values of the luxury industry with modern digital solutions and supports brands in consolidating their position in global markets, appealing to their target groups emotionally and with unique content while creating innovative digital experiences.
The New Luxury Narrative
The luxury industry is evolving, influenced by factors such as Gen Z’s emphasis on sustainability and digital innovation. Trends like the rise of the secondhand market and the demand for immersive experiences are also reshaping the sector. Publicis LUXE is at the forefront of this evolution, aiding brands in navigating these changes. The goal is to engage both emerging and established luxury clientele, ensuring that luxury brands not only maintain their core customer base but also create experiences through innovative approaches to attract a younger audience.
The strategic expansion into Geneva and Zurich underscores the importance of these cities as central luxury hubs. By establishing a presence in Switzerland, Publicis LUXE is able to interlink global trends and developments in the luxury Zeitgeist, leveraging its existing presence and expertise in Shanghai, Paris and New York. Luxury brands benefit from this expertise as they need to adapt to constantly changing markets to remain successful.
Charles Georges-Picot, CEO Global Luxury Practice Publicis Groupe, Global Client Lead: ‘Publicis LUXE creates strong, creative brand experiences that reflect both the DNA and the values of luxury brands. I am particularly pleased that we can now offer the unique expertise of Publicis LUXE to Zurich and Geneva. We have built up a fabulous team over the course of the year and are already sensing a great deal of curiosity and willingness from a wide range of Swiss premium and luxury brands to work with us.’
Alexander Haldemann, CEO Publicis Groupe Switzerland: ‘Switzerland plays a significant role in the history of the luxury industry. At the same time, premium strategies are becoming increasingly important in many other sectors. However, until now, there has been a lack of an agency offering with dedicated luxury expertise and direct access to key markets in Asia and North America. We are filling this gap with the launch of Publicis LUXE with the hubs in Geneva and Zurich. ’
