Season 6, Episode 10: How art thinking turns brands into cultural agents with Vadim Grigoryan, author of Art Thinking.

Felicitas Morhart speaks with Vadim Grigoryan, author of Art Thinking, about why art is becoming a strategic function for brands rather than a marketing accessory. Their conversation moves from the three levels of art thinking, collaboration, patronage and non-static inspiration, to a Harvard study on the crisis of meaning among young adults, to real examples from Adidas, Loro Piana, Prada and Hermès, and to the Collaboration Horizon, Grigoryan's own framework for brand and artist partnerships.

Guest: Vadim Grigoryan, author of Art Thinking, founder of Spirit+Spirit strategy and culture advisory, and co-founder of X MUSE vodka, ArtAsLife and LUNU. Born in Baku and trained in robotics and systems engineering, he spent nearly fifteen years at Pernod Ricard as International Director of Creativity and Luxury, where he re-established Absolut's art programme and built partnerships with the Venice Biennale, Documenta and Art Basel.

Host: Felicitas Morhart, Swiss Center for Luxury Research

Resources:

- Author of Art Thinking, a book on art and brands

- Founder Spirit+Spirit strategy & culture advisory

- Co-founder, brand & artistic director X MUSE vodka, ArtAsLife marketplace, LUNU payment system

- Deloitte Switzerland website and LinkedIn

- Swiss Center for Luxury Research website and LinkedIn

- Luxury On Air podcast page: https://www2.deloitte.com/ch/en/pages/consumer-industrial-products/articles/luxury-on-air.html

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Disclaimer: The views and opinions expressed in the Luxury on Air podcast are those of the interviewees and do not necessarily reflect the official policy or position of Deloitte or the Swiss Center for Luxury Research on specific topics. The content provided is for informational purposes only and should not be construed as professional advice. Deloitte and the Swiss Center for Luxury Research do not endorse or take responsibility for any third-party content that may be referenced in the podcast. Deloitte and the Swiss Center for Luxury Research are not responsible for the accuracy or completeness of the information shared in this podcast, nor for any decisions or actions taken on the basis of this information.

Season 6, Episode 9: Luxury: timeless and timely with Cyrille Vigneron, Chairman, Cartier Culture and Philanthropy.

Karine sits down with Cyrille Vigneron to explore the intersection of luxury, authenticity, and lasting value creation. Cyrille is Chairman, Cartier Culture and Philanthropy, former CEO of Cartier with 35 years of expertise in the luxury industry.

Their conversation spans the fundamental question of what defines true luxury, moving from personal aspiration to brand longevity. They examine why the world's most successful luxury brands balance heritage with relevance, how consumer values have shifted since 2020 toward durability over consumption, and why transparency and human connection are reshaping the luxury landscape.

A thought-provoking exploration of how luxury brands create lasting value, culture, and meaning, and why the balance between what lasts and what is fast is the defining question of our time.

Resources:

• Cartier

• Deloitte Switzerland website and LinkedIn

• Swiss Center for Luxury Research website and LinkedIn

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Disclaimer: The views and opinions expressed in the Luxury on Air podcast are those of the interviewees and do not necessarily reflect the official policy or position of Deloitte or the Swiss Center for Luxury Research on specific topics. The content provided is for informational purposes only and should not be construed as professional advice. Deloitte and the Swiss Center for Luxury Research do not endorse or take responsibility for any third-party content that may be referenced in the podcast. Deloitte and the Swiss Center for Luxury Research are not responsible for the accuracy or completeness of the information shared in this podcast, nor for any decisions or actions taken on the basis of this information.

Season 6, Episode 8

Cultivating Time: how to preserve and disseminate watchmaking culture with Pascal Ravessoud, Vice President of Fondation Haute Horlogerie (FHH).

Karine Szegedi sits down with Pascal Ravessoud, Vice President of the Fondation Haute Horlogerie (FHH), to unpack how cultural education and industry collaboration sustain high-end watchmaking in a world where traditional watches are no longer necessary.

Pascal has led the Foundation's cultural mission for 19 years and is a true watch expert. Their conversation moves from the psychology of luxury pricing to positioning watchmaking as art: the complexity of mechanical movements, the dozens of crafts embedded in a single timepiece, the role of brand heritage versus product excellence, and the delicate balance between tradition and innovation.

They discuss the Foundation's three-pillar strategy: Watches & Culture (public education), Forum (industry dialogue), and Academy (certification programs) which has trained over 40,000 people and certified 17,000 worldwide.

The conversation explores how a small, neutral foundation can unite 35 competing luxury brands around a shared mission: proving that high-end watches are pieces of art to be understood, not merely objects of investment.

A rare, strategic perspective on how a fragmented luxury industry maintains collective resilience through cultural narrative, educational infrastructure, and the reciprocal relationship between craftsmanship and consumer passion.

Resources:

• FHH

• FHH | FHH Academy

• Deloitte Switzerland website and LinkedIn ​

• Swiss Center for Luxury Research website and LinkedIn ​

• Luxury On Air podcast page​

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Disclaimer: The views and opinions expressed in the Luxury on Air podcast are those of the interviewees and do not necessarily reflect the official policy or position of Deloitte or the Swiss Center for Luxury Research on specific topics. The content provided is for informational purposes only and should not be construed as professional advice. Deloitte and the Swiss Center for Luxury Research do not endorse or take responsibility for any third-party content that may be referenced in the podcast. Deloitte and the Swiss Center for Luxury Research are not responsible for the accuracy or completeness of the information shared in this podcast, nor for any decisions or actions taken on the basis of this information.