How Digital Democratised Luxury

1 May 2018

Luxury today is open to more and more people, with digital technology having had a huge impact on this change. Piers Schmidt reports on how he believes the luxury industry has become democratised by digital.

In this thought piece, originally published by Luxury Society and reproduced here by Europa Star, Piers Schmidt proposes the paradoxical motion that ‘luxury’ has become democratised by digital, which is the product of three main reasons that can be summarised as the three ‘A’s: Accessibility, Availability and Accountability.

Europa Star’s flagship publication provides a unique global coverage throughout all world markets to the entire sales channels for branded watches and their consumers. Europa Star Global is published in Switzerland where a local and international team brings the essential watch news to the world capitals and newly developing areas. Europa Star is delivered regularly in each market to professionals and consumers by personal and individual mail. The audience encompasses key retailers, major brand distributors, boutiques, collectors, aficionados and watch lovers in more than 170 countries around the world.


Luxury Branding is a strategic advisor specialising in generating sustainable brand value. Its principal experience is in the ultra-competitive premium segments of the tourism, travel, hospitality and residential real estate sectors.1

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With a unique blend of ‘calculated creativity’,
Luxury Branding helps ambitious organisations to define and express how they are special, different, and better: special for their affluent customers, different and better than the competition.2

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Piers Schmidt and Ian R Douglas of Phoenix Global are the co-founders of Kingham Leigh.
This dynamic new partnership has been created to design, develop and operate innovative hospitality projects in Europe and beyond.3

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