Yesterday, 8 October, was World Luxury Day. Established by the World Luxury Chamber of Commerce, it is an annual day for the whole luxury industry, and this year it also opened a Month of Luxury that runs until the end of October.
One question for the industry
The 2026 edition centred on a single question: what does luxury mean to you? Brands, makers and professionals were invited to answer publicly under #WorldLuxuryDay, and selected answers will shape the first World Luxury Day Manifesto, due by the end of the month.
The day is built around four values: excellence, craftsmanship, innovation and sustainability. Its focus this year is the people behind luxury: the artisans, entrepreneurs and professionals who create it and deliver it.
Our answer
For our clients, luxury is rarely about the object. It is about time, and about not having to think. In practice, that looks like this:
- Time given back. A jet ready the same day, a table at a restaurant booked out for months, a villa staffed and stocked before you arrive.
- Discretion. Fewer people involved, fewer questions asked, and details handled quietly.
- Knowing you. Remembering how you take your coffee, which seat you prefer and who should not be seated together.
- Craft over volume. Working with small, exceptional suppliers rather than the biggest names.
- Freedom in how you pay. Settling in fiat or crypto, on any day and at any hour.
The people behind it
World Luxury Day honours the people who make luxury happen, and that matches how we work. Behind every request is a concierge manager and a network of chefs, pilots, captains, guides and makers who care about getting the detail right. Read how that works in practice in our same-day jet from Geneva and Asador Etxebarri reservation case studies.
Frequently asked questions
When is World Luxury Day?
World Luxury Day is held every year on 8 October.
Who organises World Luxury Day?
It was established by the World Luxury Chamber of Commerce, which announced it in 2024.
What was the theme in 2026?
The 2026 campaign asked “What does luxury mean to you?”, with answers feeding into the first World Luxury Day Manifesto.
