Luxury Marketer
  1. Death of the agency model – and what replaces it Open to all readers
  2. Rise of ‘landmaxxing,’ widening wealth divide up in midyear review of US luxury real estate market: report
  3. HENRYs, while not self-identifying as rich, see themselves as connoisseurs of high-end objects, experiences: report
  4. Consumer mix to shift to 50-50 split between top tier, aspirationals as luxury growth is back on track: report
  5. The Hyderabad Paradox: Where India’s fastest-growing luxury demand has run ahead of its infrastructure
  6. Richemont sales up 20pc to $7.1B for Q1 2026, buoyed by growth across lines and regions
  7. Why luxury brands must pay attention to the branded residences opportunity: report
  8. Argentina: Reopening of a sleeping giant for luxury
  9. More connected, data-led and performance approach to influence business travel: trends
  10. Hennessy, bowing to contemporary tastes, enters new spirits category in company-first
  1. Death of the agency model – and what replaces it 
  2. Luxury brands build demand. Associates build loyalty
  3. Richemont sales up 20pc to $7.1B for Q1 2026, buoyed by growth across lines and regions
  4. New challenge for brands: Cost of running AI at scale
  5. HENRYs, while not self-identifying as rich, see themselves as connoisseurs of high-end objects, experiences: report
  6. 5 steps for leaders to unleash their team’s strengths
  7. Hermès, Brunello Cucinelli, Mytheresa, Bain and McKinsey win Luxury Roundtable Awards
  8. Why 42pc of luxury brands are stuck in pilot purgatory
  9. Is luxury losing its luster as US affluent consumers’ priorities shift?
  10. Global ultra-wealthy population reaches record high of 556,850 individuals: report
Comment

Columns

Why luxury brands are monetizing proximity — and risking symbolic dilution in the process

May 20, 2026

Audemars Piguet's collaboration with sibling Swatch brand for the Royal Pop Bioceramic Collection drew long lines outside Swatch stores and led to some shop closures over unruly behavior by fans. Image credit: Audemars Piguet, Swatch Audemars Piguet's collaboration with sibling Swatch brand for the Royal Pop Bioceramic Collection of pocket watches drew long lines outside Swatch stores and led to some shop closures over unruly behavior by fans. Image credit: Audemars Piguet, Swatch

 

By Abhay Gupta

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MOST READ
  1. Death of the agency model – and what replaces it 
  2. Luxury brands build demand. Associates build loyalty
  3. Richemont sales up 20pc to $7.1B for Q1 2026, buoyed by growth across lines and regions
  4. New challenge for brands: Cost of running AI at scale
  5. HENRYs, while not self-identifying as rich, see themselves as connoisseurs of high-end objects, experiences: report
  6. 5 steps for leaders to unleash their team’s strengths
  7. Hermès, Brunello Cucinelli, Mytheresa, Bain and McKinsey win Luxury Roundtable Awards
  8. Why 42pc of luxury brands are stuck in pilot purgatory
  9. Is luxury losing its luster as US affluent consumers’ priorities shift?
  10. Global ultra-wealthy population reaches record high of 556,850 individuals: report


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Death of the agency model – and what replaces it Open to all readers
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