The Essence of Being: The New Issue of VO+ January

In this new issue of January 2025, we delve into a concept of luxury in transformation, which involves a renewed idea of rarity and desirability, with a thought that focuses on the theme of "share of life"


Transforming the dogma of "well-being for a few into better quality for all" is the warning or, rather, the challenge that McKinsey, through the voice of Gemma D'Auria, presents to luxury and jewelry brands in this new issue.

This marks the beginning of a year where we delve into themes related to a new concept of luxury in transformation, which involves a renewed idea of rarity and desirability. The thought that you will frequently encounter in the following pages emphasizes the necessity to focus on the theme of "share of life"—that is, on building engaging experiences for brands that consolidate the sense of authenticity and cultural value inherent in their DNA.

In this vein, we also feature three women, leaders from three international high jewelry players—BulgariPiaget, and Chopard—whom we interviewed to understand what a maison with over 100 years of history must possess to look confidently toward the future, and what advantages have allowed them to navigate decades, trends, and crises.

Without revealing too much about the contents of the upcoming pages, the common denominator uniting the collected thoughts indicates that the more one tries to focus on generations, styles, or specific markets, the more one fails.

To understand what the next drivers of luxury will be and where to concentrate efforts, we invite you to read our dossier featuring the detailed study "Luxury's Great Reset". Because when aspirational buyers spend on luxury in the future, they will no longer seek only beauty but also personal resonance and cultural enrichment.

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