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πŸ”΄ Is luxury soluble in technology?

In 2015 I discussed to which extent technology could be leveraged by luxury brands and if tech brands could ever invade the luxury space. Let's see where we are in 2022.
πŸ”΄  Is luxury soluble in technology?
Photo by Malvestida / Unsplash

In 2015, when the Apple Watch was making its dΓ©but in the market, I questioned Apple's capability to cross over from a premium tech business to a luxury service company. This article never was one of the most read of the hundreds of articles we wrote with StΓ©phanie. Still, it's the one that created the most customers and generated quite a significant part of our business in the very tight and close luxury market (from high-end hospitality to watchmaking and beauty products). Not that I could forecast this. This is only a sporadic perk of consistent writing about a long tail of innovation topics.

Since the article was in French, I took a bit of time to translate its key ideas and main takeaways. Most of them are still standing, I believe.

Here goes:

Premium and luxury are in a boat

Let's first talk about the difference between luxury and premium.

A premium business embodies state of the art in a given market or category. There is no difference between product or service, hardware or software, in that regard. It's all about building a leading platform of excellence.

The split-off of DS Automotive in 2009 from the PSA Group (Peugeot and CitroΓ«n, now Stellantis) as a cutting-edge brand exactly fits this strategy. The "Spirit of Avant-Guarde" tagline they kept for quite a few years was quite telling.

"We are curious; we take the risks... we lead the way, but never, ever follow the way." - 2009, DS brand launch campaign.

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