for the future of luxury


We strive to be the premier Swiss think tank for the future of luxury management and the advisor of choice for luxury managers.


Digitalization, global mobility, social inequalities, and increasingly eco-conscious shoppers are transforming consumer culture.

Luxury previously represented capital-intense material consumption. Nowadays, it takes a more immaterial, fluid form. This contemporary vision of luxury encompasses peak experiences, quality time, health, freedom, beauty, popularity, connoisseurship, and self-improvement – or, simply put, happiness. 

The outcome? The pillars of traditional luxury management and marketing are being challenged by start-ups, seeking to disrupt the status quo and younger generation consumers

The Swiss Center for Luxury Research exists to cherish and challenge the gilded standards of the past while ushering in a new era of luxury.

Our Mission



Enhance Switzerland’s visibility and capability in luxury innovation and even the playing field with France, Germany, and Italy.



Monitor large-scale societal developments to predict the direction of consumer behavior and industry trends. 



Inform and encourage innovation in managerial practices through first-hand academic research.



Create future-orientated graduate and postgraduate programs for the next generation of luxury managers.

who are we?

Based in Switzerland at University of Lausanne (HEC).

The Swiss Center for Luxury Research brings together experts from esteemed academic institutions to establish a hub for future leaders of luxury management. 

Switzerland has a long history as a home to global wealth and assets and a leader in the opulent watchmaking and hospitality industries. Our center’s proximity to Europe’s key luxury good powerhouses in France, Italy, and Germany ensures the perfect location for public-private academic collaboration around luxury research.

Felicitas Morhart

Founder SCLR


Our quest to become the leading think tank for luxury business intelligence has aligned us with many elite academic institutions, brands, and media agencies. 

We are privileged to call the following organizations our intellectual and strategic partners in the collective journey to drive the luxury industry forward. 

communication & media partners

Partners Past and Present

academic institutions

Reto Hofstetter

Bruno Kocher

Lucia Malar

Nicolas Le Moigne

Jean-Michel Dubois

Nadzeya Sabatini

Fabio Duma

Florent Girardin

Torsten Tomczak

Philipp Scharfenberger

Sven Reinecke

Benjamin Berghaus

Sandor Czellar

Felicitas Morhart

Francine Peterson

Barbara Czyzewska

Eleonora Cattaneo

Nicoletta Giusti


Recent years have seen the Swiss Center for Luxury Research host several outstanding conferences and competitions in collaboration with digital media platform Luxury Tribune.

These events allowed us to shine a spotlight on topics ranging from societal issues and their influence on our industry to the desires of new generations and evolving luxury rituals.


Pioneering Transparency Through Technology in the Luxury Sector

ORIGINALLUXURY, initially known as THE INDEX, was established as a collaborative venture between E4S , UNIL-HEC, IMD, The Swiss Center for Luxury Research, and OriginAll with the primary objective of assessing transparency and traceability initiatives within the luxury sector.

A year in, a particular focus on technology’s role in amplifying transparency, traceability, product security and data integrity was made.

Hosted by the Swiss Center for Luxury Research, our consortium of over 50 luxury brands and 14 technology partners serves as a hub for academic research and insights and is dedicated to analyzing, assessing, and displaying the newest digital innovations that can empower brands and customers with relevant and intuitive information, fostering responsible decision-making.

More than just a resource and research center, be it through our events, workshops, online platforms or the ORIGINALLUXURY LAB, our goal is to facilitate collaboration, encourage knowledge exchange and best practices, and provide networking opportunities for industry professionals, technology experts, and global specialists in the luxury industry.


Empower the luxury industry with up-to-date knowledge from academia and insights from the technology sector.


Position the luxury sector at the forefront of transparency and traceability best practices.


Drive measurable advancements in transparency and traceability for luxury brands by adopting innovative technologies.


The Luxury on Air Podcast series is a collaborative effort with Deloitte, to understand what’s on the horizon in the luxury industry.

 With renowned guests from global fashion houses, watch brands, automobile manufacturers, high-end retailers and consumers behaviour experts, Luxury On Air is a must listen for those want to understand what’s on the horizon in the luxury industry.

The series explores the trends, innovations, and personalities that define and redefine the luxury industry. Delving into the real-world theoretical and strategic implications of running and growing luxury brands, this podcast brings together global thought leaders, academics, business leaders, brands, and retailers.

Hosted by Karine Szegedi and Felicitas Morhart, Luxury On Air is brought to you by Deloitte Switzerland and the Swiss Center for Luxury Research at HEC Lausanne (UNIL). Karine and  Felicitas bring their knowledge of the luxury industry from two very different vantage points – the worlds of consulting and academia.

With renowned guests from global fashion houses, watch brands, automobile manufacturers, high-end retailers and consumer behaviour experts, Luxury On Air is a must listen for those want to understand what’s on the horizon in the luxury industry.


Unique and timely, the comprehensive Research Handbook on Luxury Branding explores the existing body of academic knowledge while offering direction for future research and management in the luxury industry. With contributions from an international team of top-level researchers, this is a profound analysis of the changes shaping the future of luxury.

Chapters consider the socioeconomic, psychological, technological, and political shifts in consumers’ desires and purchase practices around luxury products. The multi-method, cross-disciplinary approach provides concrete research avenues and outlines future management challenges.

This handbook will be critical reading for marketing, branding, and advertising students looking for an overview of the field of luxury branding research. It acts as a helpful reference tool for scholars to generate research ideas and provides practical guidance to managers of luxury brands.


F. Bardhi, A. Basu Monga, L.S. Beitelspacher, R. Belk, S. Crener, S. Czellar, D. Dahlhoff, D. Dubois, G.M. Eckhardt, D. Goor, D. Grewal, H. Hagtvedt, K. Hung, A. Keinan, R.V. Kozinets, G. Laurent, L. Malär, F. Morhart, M. Pandelaere, V.M. Patrick, A.L. Roggeveen, E. Samsioe, B. Schmitt, E. Schweiger, L.J. Shrum, A.T. Stephen, D.K. Tse, L.M. Visconti, Y. Wang, K. Wilcox, J.L. Zaichkowsky, J. Zhang

contact us

We are constantly expanding our extensive global network and welcoming fresh perspectives. 

Whether you are a luxury brand, entrepreneur, thought leader, researcher, or student, we are excited to hear from you.