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Press release
30 Jun 2026
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Zurich, Switzerland
EY Luxury Client Index 2026 – Swiss luxury consumers embrace tradition and new business models
- Seven out of ten Swiss luxury consumers would buy certified second-hand luxury products directly from a luxury brand
- Tradition, heritage and quality remain key purchasing drivers: almost half of respondents in Switzerland (46%) cite brand heritage as an important reason for buying established luxury brands, while 64% cite quality
- Two-thirds of respondents in Switzerland (67%) would be willing to pay for exclusive luxury experiences
- Both globally and in Switzerland, 81% of respondents believe AI can enhance the shopping experience
- Brand-owned stores remain the most important purchasing channel and achieve the highest satisfaction levels
Zurich, 30 June 2026 – The global luxury market is showing early signs of recovery. However, growth remains fragile and varies significantly by region and customer segment. At the same time, new business models, exclusive customer experiences and AI-supported personalization are changing the way consumers interact with luxury brands.
In its latest Luxury Client Index, EY sheds light on the expectations and purchasing behavior of luxury consumers. For the international survey, 1,631 so-called “aspirational luxury clients” across eleven markets were surveyed, including around 100 respondents from Switzerland. These are consumers who actively purchase luxury goods without belonging to the group of regular ultra-high-net-worth buyers. The findings provide differentiated insights into their values, expectations and priorities.
Commenting on the findings for Switzerland, Fabian Wehren, EY Switzerland Consumer & Retail Sector Leader, said: “Luxury consumers today expect both: the traditional values of a brand and innovative offerings. Particularly interesting is the high level of openness among Swiss consumers toward certified second-hand products, exclusive experiences and AI-supported services – as long as these strengthen rather than replace the brand experience.”
Tradition and quality remain decisive
Despite new trends, the traditional values of the luxury segment remain central. Globally, material quality (65%) and brand heritage (52%) rank among the most important purchasing criteria. Switzerland follows a similar pattern: almost half of respondents (46%) cite a brand’s history and heritage as an important reason for buying established luxury brands, while perceived product quality is a decisive factor for 64%.
Traditional factors also dominated consumers’ most recent luxury purchases. Material quality (63%), long-term product value (47%), brand heritage (46%) and craftsmanship (44%) are among the most important drivers behind purchasing decisions.
Future potential through Certified Pre-Owned
The market for certified pre-owned luxury products is increasingly becoming an integral part of the luxury segment. Globally, 62% of respondents would buy second-hand luxury products directly from a brand, provided authenticity and quality are guaranteed. In Switzerland, this figure is significantly higher at 70%.
Half of Swiss respondents have already purchased a second-hand luxury product (50%). The main reasons are access to rare or discontinued products (76%), more attractive prices (72%) and sustainability considerations (57%).
Subscription-based models are also gaining importance. Globally, 63% of respondents can imagine paying for a luxury subscription. Exclusive access to products and experiences (44%), as well as personalized offers and VIP experiences (38% each), are particularly appealing.
Experiences are becoming a competitive differentiator
Luxury brands are increasingly investing in exclusive customer experiences to strengthen customer loyalty. Nevertheless, both globally and in Switzerland, 30% of respondents say they have not received any brand-related experiences over the past twelve months.
At the same time, the results highlight the potential of such offerings: globally, 73% of respondents would be willing to pay for exclusive luxury experiences. In Switzerland, the figure is slightly lower at 67%, but remains at a high level. Private shopping experiences, limited product access and exclusive lifestyle and travel offerings are particularly popular.
AI should support – not replace
Artificial intelligence is also gaining importance in the luxury segment. Both globally and in Switzerland, 81% of respondents believe that AI can enhance the shopping experience.
Intelligent mirrors and virtual try-ons in stores, personalized product recommendations and digital assistance during shopping are particularly popular. At the same time, expectations regarding personal interaction remain high: three-quarters of Swiss respondents fear that digital technologies could diminish the human aspect of the luxury experience (77%).
While omnichannel shopping is increasingly becoming the norm, physical retail remains central. Globally, 71% of the most recent luxury purchases were made directly in brand-owned stores. Switzerland follows the same pattern, with this channel continuing to dominate and achieving the highest satisfaction levels.
Fabian Wehren from EY Switzerland concludes: “Luxury remains a personal business. New technologies such as AI can enrich the shopping experience, but they do not replace human interaction. Successful brands will be those that deploy innovation selectively while simultaneously strengthening exclusivity, trust and personal customer relationships.”
EY Luxury Client Index 2026
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