In this new episode of the Luxury Podcast, I had the honor of welcoming Marco Vigano, Global Chief Client Officer & President EMEA at Moncler (formerly Audemars Piguet).

Marco has traversed three worlds of luxury: fashion, accessories, and watchmaking, before embodying a strong vision of the client relationship.

An exciting, authentic, and inspiring exchange on what the client relationship must become in an era where emotion and the preservation of value over time take precedence over transactions.

From journalism to leading iconic Houses

After studying communication, engineering, and business, Marco began his career as a journalist, before joining L’Oréal, where he discovered the behind-the-scenes of marketing and product creation. He then continued his journey internationally at Louis Vuitton in Russia, then Saint Laurent in Asia, before joining Audemars Piguet in Switzerland, where he played a key role in transforming the client experience. In 2023, he joined Moncler, where he currently serves as Global Chief Client Officer & President EMEA. A diverse journey, deeply marked by humanity, client culture, and the art of creating authentic connections.

Fashion vs. Watchmaking: two visions of time, two ways to create connections

Fashion lives at the frantic pace of collections and seasons. Watchmaking, on the other hand, is created to last and be passed down from generation to generation.

From this duality emerges a key lesson that Marco shares: depending on the product, the client relationship is not built the same way. In fashion, we must nurture desire and dynamism. In watchmaking, we must cultivate trust, intimacy, and legacy. This deep understanding of both universes will nourish his vision and make him an expert in putting the human element back at the center of the client relationship in luxury.

The AP Houses: the revolution of hospitality in luxury

At Audemars Piguet, Marco participates in one of the biggest shifts in luxury retail: the creation of AP Houses.

A concept that shakes up the codes: no window display, no pressure, no mandatory purchase - but a living space, for meetings, culture, and sharing. A model that combines hospitality, product knowledge, and human relationships, where sales become a consequence of a connection, not the goal. A vision that will inspire the entire industry and sustainably transform the client approach in luxury.

The next challenge for luxury: protecting value

Today, creating an exceptional product is no longer enough: we must protect its value over time. Post-purchase services, maintenance services, certification, controlled distribution, protection and insurance systems, transmission… Marco advocates for a vision of luxury where we support the client long after the purchase, in order to preserve the value of what they own. A topic at the heart of this episode - and which resonates particularly with the approach of Grace, which aims to establish serenity as the new standard in luxury.

What you will discover in this episode

• The international and diverse journey of Marco Vigano

• What distinguishes fashion and watchmaking in their relationship to time, clients, and value

• The behind-the-scenes of the AP Houses, a model that has redefined the client relationship in luxury

• Why the current CRMs and KPIs are no longer sufficient to understand “exceptional” clients

• How to build a truly human, emotional, and lasting relationship

• Why protecting value will be the next major pillar of luxury

• And the vision of a passionate leader, convinced that luxury must be experienced and passed on

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