Audemars Piguet, Le Brassus, Switzerland

2 days
CHF 3,500
Next program starts

7-8 November 2024

What is IMD’s Reinventing Luxury Lab?

IMD’s Reinventing Luxury Lab is an experiment-driven strategy program that enables you, an executive or professional from the luxury industry, to prototype and field-proof the key elements you need to make your brand resilient and enduring. The program is designed to help you ignite your innovation and transformation capabilities. 

Each Reinventing Luxury Lab explores a different theme in cutting-edge luxury management. Combining the latest research, a review of next practices, and new business cases, the program also provides a stimulating environment for peer-to-peer conversations about ways to gain and maintain relevance while keeping your brand promise. 

Hosted at the headquarters of Audemars Piguet in Le Brassus, Switzerland, the theme of our 8th edition will be “The human genius in the age of generative AI” 

Immerse yourself in the heart of luxury as we explore the relationship between technology, innovation, and craftsmanship in the luxury industry. Through a series of unique and interactive sessions with renowned guest speakers, this program will guide you on a journey to examine what it takes to stay relevant and agile in an ever-evolving, increasingly technological world. Venture behind the scenes of Audemars Piguet, engage in hands-on learning experiences, and network with senior executives at exclusive events. 

Your participation in Reinventing Luxury Lab gives you life-long access to the IMD Luxury 2050 Forum, a vibrant community of professionals that offers opportunities for learning and development, networking, peer-to-peer exchanges, and mentoring. 

Agility & resilience

Build agility and resilience at the core of your strategy, operations, and organization.

Effective decision-making

Learn to make tough strategic choices even when the context is uncertain.

Hands-on experience

Prototype and field-proof the key elements of your brand transformation and renewal.

Real-world learning

Gain exposure to real-life commitment strategies and next practices developed and implemented by industry-leading brands.

Prepare for an engaging learning agenda
Innovation odysseys for brand desirability: lessons from Audemars Piguet

Venture behind the scenes of Audemars Piguet at their headquarters, where you’ll have a chance to engage with their senior executives to explore what it takes to build and sustain the desirability of a luxury brand at new heights. 

Experiential AI and luxury lab

Engage in a real Gen AI lab to explore the potential of the various technologies that underpin it and how this technology might or might not play a role in luxury brands. 

Building a sustainability-supporting ecosystem

Whether nature-based or technology-based, the shift to sustainability requires the creation of multiple ties of collaboration, including with startups and NGOs. Discover how pioneering startups are driving sustainability transformation within the luxury sector. Explore groundbreaking solutions and how to collaborate with startups to run your luxury business in a more sustainable way.  

Leveraging technology and the human genius: lessons from Haute Couture

Lessons from Haute Couture suggest that luxury brands may need to shift from stock production to on-demand manufacturing – and AI and other technologies may be the key to helping them better match supply with demand. Learn what the transformation of haute couture can teach to the rest of the luxury industry. 

 - IMD Business School
Step into the world of luxury at Audemars Piguet 

This year’s Reinventing Luxury Lab will be hosted at Audemars Piguet’s prestigious headquarters in Le Brassus, Switzerland. Here, amidst the legacy of horological excellence, you will have a chance to tour their iconic museum and manufacturing facilities, engage with senior executives and explore the fusion of tradition, luxury, and innovation in an unforgettable learning experience.  


Inspirational faculty & industry guest speakers
Networking opportunities with senior peers
A dedicated IMD alumni community from luxury sector
IMD program participants - IMD Business School
You and your peers

The two-day workshop is designed for executives and professionals in luxury management across various luxury industries including Fashion, Jewellery, Watchmaking, Automotive, Accessories, Home and Interior Design, Cosmetics, Private Banking and Hospitality.

The theme of the 2024 Reinventing Luxury Lab will provide insights to professionals across functions, including marketers, strategists, supply chain experts, digital transformation executives, retail executives, sustainability experts and executives.

The Reinventing Luxury Lab is an ideal networking platform, during the workshop and after – and not least through the dedicated community of IMD alumni across luxury sectors, the IMD Luxury 2050 Forum.

2021-2022 class profile (average data)


Years of experience


Senior & above


Average age



Discover the impact of the Reinventing Luxury Lab

Executives from across the luxury sector join Reinventing Luxury Lab to answer the questions posed by today’s challenges and discover practical solutions to reinvent their approaches. Hear what some participants say.

What participants say about this program
Reinventing Luxury Lab participant Iñaki Gomez - IMD Business School
Iñaki Gomez

Retail Area Manager, Prada Switzerland
(2023 participant)

A transformative journey

My experience at IMD’s Reinventing Luxury Lab was transformative. Exploring growth implications, especially with regard to sustainability and circularity, broadened my perspectives profoundly. I’m grateful for the invaluable insights I gained from the professors and my colleagues.

Reinventing Luxury Lab participant Mathieu Arsac - IMD Business School
Mathieu Arsac

Marketing Director, Shiseido, Switzerland
(2023 participant)

Navigating the world of luxury brands

Reinventing Luxury Lab seamlessly blended the art of marketing with a profound commitment to environmental and social responsibility. The panel of industry experts equipped me with invaluable skills for navigating the dynamic world of luxury brands while championing sustainable practices. A truly enriching and forward-thinking educational journey.

 - IMD Business School
Edith Gerhardt

CEO, Hirmer Hospitality,
(2021 participant)

Reinventing luxury for the future

It’s extremely enriching for me to be with professionals from the other companies. What’s happening around us in the other luxury businesses is fundamentally exchanged within the program. Bringing in the concept of really reinventing luxury and looking at what it’s going to be in the future is something that’s crucial for us to understand to impact change.

Who you’ll be learning from

Prof. Stéphane J.G. Girod will be joined by a diverse team of industry experts for this event.

Next start & fee
7 Nov – 8 Nov 2024
Audemars Piguet, le Brassus, Switzerland
2 days
CHF 3,500

Tuition, teaching materials, and lunch are included.
All fees quoted are exclusive of any value-added or other indirect taxes that may be due in any country.
IMD reserves the right to modify the program dates, location, and fee at any time.

 - IMD Business School

In this 8th Reinventing Luxury Lab, you will explore what generative AI may or may not do for your brand. Beyond technology, you will also define where you need to reinforce the human touch and the luxury tradition to navigate the growing economic, geopolitical and environmental challenges facing businesses today.

Read more

Stéphane J.G. Girod Program Director
Stéphane JG Girod’s insights
 - IMD Business School
One step closer to joining IMD alumni network

Successful completion of this program takes you one step closer to joining IMD’s powerful alumni network.

130k+ alumni


250+ events per year


50+ clubs worldwide