Strategy
Maybach Ocean Club: A Floating Private Club That Reflects Mercedes Benz’s New Ultra Luxury Strategy
With the Maybach Ocean Club, Mercedes-Benz is expanding its world of luxury beyond the automotive world. This 155-meter yacht, conceived as a floating private club, combines condominium ownership, high-end hospitality, and community. This lifestyle strategy also extends to luxury residences and Mercedes-Benz Places Binghatti City in Dubai.
Opinion
The Pretzel Riddle: The Cultural Concepts in Luxury
Cultural capital. Cultural authority. Cultural value. Cultural credibility. «Culture» is the latest It-word. Let’s find out what these terms mean and how the concept of culture translates to retail.
Business & Trends
Business
What L’Oréal’s Stock-Market Coronation Really Says About LVMH
It is a first since 2017: L’Oréal has dethroned LVMH on the stock market. Behind this fragile symbol — a gap of less than 1% — lies a deeper shift. Investors are now favoring the resilience of beauty over the glamour of pure luxury, long considered untouchable.
Style & Experiences
Watches & Jewellery
Bulgari in New York: Art as a Manifesto for an American Conquest
During New York Fashion Week, Bulgari has taken over the High Line with a public art installation by Plastique Fantastique. The latest stop on the global Serpenti Infinito journey, the monumental work embodies the Roman house’s strategy to accelerate its growth in the U.S. market by betting on emotion and cultural immersion.
Sustainability
Watches & Jewellery
Ilaria Resta, CEO of Audemars Piguet: “2% of our turnover are allocated to sustainability projects through our two Foundations”
With the publication of the “2025 Sustainability Report”, Audemars Piguet has clearly set out its sustainability objectives, which the brand has supported with several commitments, including the phasing out of ruby sourcing and the allocation of 2% of its turnover to its two Foundations. Luxury Tribune was able to conduct an exclusive on-camera interview with Ilaria Resta, the brand’s CEO, about these developments.