A data profile of the people who buy, follow and care about Luxury goods in Switzerland — modelled from more than twelve digital signal sources. Luxury goods has an estimated audience of 2,908,864 people in Switzerland.
The average Luxury goods fan in Switzerland is 42.7 years old, more female, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Vaud, Canton of Bern.
Top brand affinities include Louis Vuitton, Hermès, Cartier, with strongest over-indexing on Louis Vuitton (1.59× the country average).
Demographically, the Luxury goods audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Patriotism, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 15 regions tracked by Rascasse.
The typical Luxury goods fan in Switzerland is more female, around 42.7 years old, with strong Patriotism tendencies and a notable affinity for Louis Vuitton.
The key figures that characterise the Luxury goods profile in Switzerland.
55.2% are female, 44.8% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 55.2% |
| Male | 44.8% |
| Average age | 42.7 |
| Estimated audience size | 2,908,864 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 26% |
of the worldwide Luxury goods audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 16.5% |
| Japan | 6.0% |
| Italy | 4.8% |
Where the Luxury goods audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Canton of Zug | ~40K | 1.12× | |
| 02 | Neuchatel | ~70K | 1.09× | |
| 03 | Graubünden | ~70K | 1.05× | |
| 04 | Luzern | ~100K | 1.04× | |
| 05 | Basel-Landschaft | ~70K | 1.02× | |
| 06 | Canton of St. Gallen | ~100K | 1.01× | |
| 07 | Basel-City | ~100K | 1.01× | |
| 08 | Fribourg | ~100K | 1.01× | |
| 09 | Valais | ~100K | 1.00× | |
| 10 | Ticino | ~100K | 0.99× | |
| 11 | Canton of Geneva | ~200K | 0.97× | |
| 12 | Aargau | ~200K | 0.96× | |
| 13 | Vaud | ~300K | 0.92× | |
| 14 | Canton of Bern | ~300K | 0.90× | |
| 15 | Canton of Zürich | ~400K | 0.81× |
The strongest cross-interests of the Luxury goods audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Balenciaga | Fashion & Accessoires | 1.75× | ||
| 02 | Tiffany & Co. | Fashion & Accessoires | 1.70× | ||
| 03 | Fendi | Fashion & Accessoires | 1.66× | ||
| 04 | Patek Philippe | Fashion & Accessoires | 1.64× | ||
| 05 | Burberry | Fashion & Accessoires | 1.64× | ||
| 06 | Earring | Fashion & Accessoires | 1.60× | ||
| 07 | TAG Heuer | Fashion & Accessoires | 1.60× | ||
| 08 | Jaeger-LeCoultre | Fashion & Accessoires | 1.60× | ||
| 09 | Hublot | Fashion & Accessoires | 1.60× | ||
| 10 | Louis Vuitton | Fashion & Accessoires | 1.59× | ||
| 11 | Necklace | Fashion & Accessoires | 1.58× | ||
| 12 | Versace | Fashion & Accessoires | 1.58× | ||
| 13 | Ralph Lauren | Fashion & Accessoires | 1.57× | ||
| 14 | Jewelry design | Fashion & Accessoires | 1.57× | ||
| 15 | Hermès | Fashion & Accessoires | 1.56× | ||
| 16 | Handmade jewelry | Fashion & Accessoires | 1.56× | ||
| 17 | Cartier | Fashion & Accessoires | 1.53× | ||
| 18 | Ring (jewellery) | Fashion & Accessoires | 1.53× | ||
| 19 | Watchmaker | Fashion & Accessoires | 1.51× | ||
| 20 | Art jewelry | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.36× | |
| Healthy Lifestyle | BALANCE | 1.01× | |
| Sustainability | BALANCE | 0.86× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.63× | |
| Urban Lifestyle | OPEN | 0.72× | |
| Travelling | THRILL | 0.75× |
Luxury goods has an estimated audience of 2,908,864 people in Switzerland, concentrated in Canton of Zürich and Vaud.
55.2% of Luxury goods fans are female, 44.8% are male, with an average age of 42.7 years.
Luxury goods fans show strongest brand affinity for Louis Vuitton (1.59×), Hermès (1.56×), and Cartier (1.53×) over the country average.
Luxury goods fans in Switzerland are most concentrated in Canton of Zürich (reach ~400K), Vaud (reach ~300K), and Canton of Bern (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Luxury goods itself, the audience over-indexes on Hermès (1.56×), Cartier (1.53×), Ring (jewellery) (1.53×), and Patek Philippe (1.64×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland who actively search for Luxury goods. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Switzerland. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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