The Switzerland Luxury Market Report 2026 examines how one of the world’s most sophisticated luxury markets continues to perform amid economic uncertainty, changing consumer expectations and global disruption. Discover how wealth, craftsmanship, tourism, digital innovation and sustainability are influencing the future of luxury retail in Switzerland.

Understanding the Swiss Luxury Market

The Switzerland Luxury Market Report 2026 provides an in-depth analysis of this distinctive retail landscape. It explores everything from the strength of the Swiss watch industry to the growth of mobile commerce, personalised customer experiences and sustainable luxury.

New European Union rules are making online returns simpler for consumers and more demanding for retailers. Since 19 June 2026, online businesses selling to consumers in the European Union have been required to offer a simple digital way for shoppers to cancel eligible purchases and exercise their right of withdrawal. The change is part of updated EU consumer protection rules and is already influencing how retailers manage websites, customer service, logistics and refunds.

Despite continued pressure on margins and growth, renewed momentum is emerging in European grocery in 2026—with private label, adjacencies, M&A, and AI opening new pockets of opportunity. The year 2025 was characterized by low-growth stabilization under sustained profitability pressure. In Europe,¹ grocery sales grew by 3.4 percent—consumer prices continued to increase moderately by 2.9 percent, while volume grew by 0.6 percent, with marginal downtrading at –0.1 percent.² While cost and margin pressure remained the top concern for CEOs, overall executive sentiment improved, with a majority expecting market conditions to remain stable or improve. Consumer behavior also showed emerging markers of stabilization, with only limited shifts in spending patterns compared to 2024—private label continued to gain relevance, reaching a 40 percent share, while growth of online shopping decelerated.

Running a business online comes with numerous challenges due to the fast-moving environment , where customer expectations are higher, competition is just a click away, and technology keeps evolving. Still, moving online is clearly worth it.

In Central and Eastern Europe (CEE), 73% of people shop online, so if your business isn’t there, you’re missing a large share of customers. The European e-commerce market itself is huge, too, expected to reach €353.5 billion in 2026 and keep growing.

The recent changes in the tariff landscape have made duty and tax payments a growing concern for both consumers and global ecommerce brands, particularly when choosing between DDP (Delivered Duty Paid) and DDU (Delivered Duty Unpaid) shipping.

International commerce is no longer a simple matter of moving goods across borders, it is a complex intersection of pricing, checkout transparency, and regulatory compliance. As the global trade landscape shifts, with major markets like the US and EU exempting de minimis thresholds, the choice between Delivered Duty Paid (DDP) and Delivered Duty Unpaid (DDU) has become a primary driver of international conversion and brand trust.

With EU Directive 2024/825, “Empowering Consumers for the Green Transition” (EmpCo), the requirements for sustainability-related advertising are increasing significantly. General environmental claims without clear context or robust evidence will no longer be permissible; using them in communications therefore carries considerable risk.

EmpCo applies across the EU from 27 September 2026.

When you pause briefly in the supermarket to pick up a product, you often decide within seconds whether to put it in your shopping cart. Packaging, colours, and words immediately convey how sustainable a product appears to be. Terms such as “environmentally friendly”, “sustainable”, or “eco-friendly” are quick reference points but empty slogans.

Consumers find it difficult to assess which statements are trustworthy, and which are primarily intended to influence their purchasing decisions. This is where the Empowering Consumers Directive (EmpCo) comes in. It tightens and clarifies existing rules against misleading environmental communication by creating standards across the EU.

Luxury is entering a new phase, one defined by stabilization, selectivity, and significance. The 2026 Global Powers of Luxury report presents a forward looking view of the industry, drawing on insights from 420 senior executives across ten countries. Unlike previous editions that focused on historical financial performance, this year’s study examines how leaders are responding to a reshaped environment marked by value driven consumers, evolving global demand centers, tightening regulation, and the rapid rise of AI.