October 8-9, 2020
IMD campus - Lausanne, Switzerland, liVe Virtual
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Fee: 3'500 CHF
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An experiential strategy program for senior executives from across luxury industries

In the new COVID-19 landscape, help your business adapt more quickly and bounce back stronger than before by increasing its agility and resilience. Identify where your next opportunities are and protect your brand desirability.

Why choose this program?

The COVID-19 crisis vividly illustrates that luxury brands must elevate their skills for dealing with a greater level of complexity and uncertainty. This time of change is not only magnifying previous trends but also creating new inflection points. Luxury brands need to reinvent themselves by shaping new opportunities with agility.

Outside, consumers’ journeys and expectations are already changing. New business models and the sustainability imperative will increasingly challenge traditional approaches. The distribution paradigm is shifting. Internal silos, layers of politics, complex supply chains, fragmented databases and channels, and a lack of analytical skills and collaboration, all entrench internal rigidity.

Business agility, defined as the ability to be flexible at the strategic, organizational and leadership levels, becomes essential to identify opportunities in a fast changing and uncertain context.

Reinventing Luxury: Strategic Conversations is your opportunity to understand what it takes to become more agile to resolve the challenges that the COVID-19 crisis has magnified and created. You will define concrete steps to reinvent your business out of the crisis with agility.

This program is open exclusively to senior executives from the following luxury industries: fashion, jewellery and watches, accessories, home and interior design, hospitality, cosmetics, private banking and cars.

New hybrid format: Join us on campus or virtually

This program is delivered as a hybrid learning experience. You can join us on campus or connect from your home or office from anywhere in the world. We use state-of-the-art technology to ensure that all participants are immersed in the same IMD learning experience.

The program is hosted by our world-class faculty in a specially-outfitted auditorium to ensure a seamless interaction among the in-person and virtually-connected participants. Study groups mix participants across learning modes and breaks are carefully designed to ensure all participants get to network across the entire cohort.

If you are joining us on campus, rest assured that all the necessary public health protocols are in place to keep you safe during this challenging time. And if you are joining us virtually, our tech team will connect with you before the program to ensure you have a seamless experience.

What you will learn

You will focus on complementary facets of business agility to shape new opportunities in the COVID-19 reality.

COVID-19 Crisis: Defining and Seizing the Opportunities

No one is certain of the full implications of the COVID-19 crisis yet. However, IMD research has found that it will accelerate some existing trends and create new ones that will require you to break with past practices. One essential new practice is business agility, a key source of flexibility and resilience.

You will work on how to make your business more agile to shape its next opportunities.

Agility as One-to-One Customer Centricity

Historically, one-to-one relationships with consumers were at the very heart of luxury. However, with the large-scale industrialization of luxury, this link has proven more challenging to retain. Yet, the COVID-19 crisis has shown that more agile companies cultivate one-to-one relationships to respond and bounce back stronger. How do they do this?

You will explore how you can help your brand develop the new capabilities required for improved and personalized customer-centricity.

You will also visit the Hublot Manufacture.

Agility as Omni-Channel Flexibility

During the COVID-19 crisis, e-commerce has shown more resilience than physical retail. New channels like live-streaming are becoming popular. The crisis might also weaken wholesalers. IMD research shows that this may force many luxury firms to rethink the balance between e-commerce and physical retail.

You will learn how to develop increasingly critical omni-channel capabilities.

Lead Yourself and Others with Agility & Resilience

The COVID-19 crisis has revealed that in agile organizations, senior leaders play a critical role to provide employees with a basic sense of stability and direction. Yet, they also need to empower the workforce much more to respond to the high uncertainty and find new opportunities. The crisis also shows that senior executives feel isolated in dealing with their own fears and emotions.  

You will hone your skills for being a more agile and resilient leader.

See the full 2020 program agenda

Read Forbes Press Release - IMD And Forbes Deliver Program Focussed On Agility Creation In The Luxury Industries

Read recent articles by Program Director Stéphane J.G. Girod

Watch latest webinar

How this program is unique

The Reinventing Luxury: Strategic Conversations program was launched in September 2017 to help senior executives in the luxury industry master the new success factors of brand desirability. The first program gathered 48 top executives from 40 global brands across luxury sectors (from Rolls Royce and Daimler to Belmond, Moncler, Tencent, Hermès, LVMH and Richemont).

Our alumni have told us that this program is unique for the following reasons:

  • Cutting-edge research content
  • Inspirational industry speakers
  • Rich inter-sectoral dialogue for great peer-to-peer learning
  • Interactivity of the workshop format where you can apply your learning
  • Network opportunities with senior peers across the world of luxury
  • A safe space under the IMD umbrella
IMD Business School Professor Stéphane J.G. Girod

Message from the Program Director

This is no luxury conference. This is a research-based and practice-based program where you also share your insights with peers and start applying what you learn to your context.

This year’s program deals with the changed realities of luxury with COVID-19.  The crisis is going to accelerate certain trends and create new ones. It forces luxury businesses to be more adaptable, flexible and resilient.

This year, you will be honing your skills for business agility. It will help you (1) take advantage of the accelerating and new trends emerging with the COVID-19 reality, (2) increase customer-centricity, (3) develop a more flexible distribution through effective omni-channel integration, and (4) lead yourself and others to deal better with change and the uncertainty that comes with it.

Stéphane J.G. Girod | IMD Professor of Strategy and Organizational Innovation

Stéphane Girod

Professor of Strategy and Organizational Innovation
Guest speakers
Sandrine Deveaux

Executive VP, Farfetch Store of the Future

Sandrine is Executive VP of Farfetch’s retail innovation business unit ‘Store of the Future’ and is responsible for developing, executing and implementing new, in-store technologies with strategic partners.  Sandrine also sits on the Farfetch Executive Board.

Under Sandrine’s leadership, the team is focused on developing a pioneering mix of technology that will shape the retail experience of the future. Her marketing, omni-channel and e-commerce expertise was honed in her previous roles at Harvey Nichols as multi-channel director and director of marketing and e-commerce at Sandrine also previously held roles at AOL, Bloomberg Media and Ernst & Young.

Sandrine graduated from French business school ISC and following this completed a master’s degree in Technology and Telecoms at ESSEC.

Marc Haeberlin

Chef, Owner l’Auberge de l’Ill & Signature Chef, La Brasserie du Royal

The menu of the Brasserie du Royal reflects the craftsmanship of Michelin-starred chef Marc Haeberlin.

Recognized in France and around the world as one of the best Chefs of his generation, Marc Haeberlin is the worthy heir of a family of experts in the art of cooking. The glorious adventure of Marc Haeberlin continues today thanks to his involvement in La Brasserie du Royal as Signature Chef. His expertise will complement the offer of our Executive Chef Sébastien Cassagnol and will allow connoisseurs to discover and enjoy high-end Brasserie food.

Zahra Kassim-Lakha

Director - Integration & Business Development, Watchfinder & Co

Zahra Kassim-Lakha currently serves on the Board of Watchfinder & Co, the expert in pre-owned watches based in the UK and founded in 2002. Her remit is primarily to lead the business development initiatives and the international expansion of the company. The firm was acquired by the Richemont Group in 2018, the holding company for the most prestigious jewellery, watch and luxury goods brands in the world.

Her professional experience spans roles in corporate and brand Strategy, Retail, Marketing, Omni-channel distribution, E-commerce, international sponsorships and partnerships at brands such as Cartier, Jaeger-LeCoultre, Dunhill and Lancel – at Headquarters, regional and national levels in the USA, UK, Switzerland and France. Her career started in Mergers & Acquisitions at J.P. Morgan in New York and London.

Katharina Lange

Professor of Leadership, IMD
Geoffroy Lefebvre

Group Digital Distribution Director, Richemont

Geoffroy Lefebvre is Richemont's Digital Distribution Director, in charge of e-Commerce channels and customer relationship centres globally, and is a Director of Fengmao Trading Ltd, a joint-venture between Richemont and the Alibaba Group. In this capacity, he leads the New Retail transformation of the Group's distribution.

In over eight years at Richemont, Geoffroy has pursued a career at headquarters as Group Industry Director, then with several of the Group's specialist watchmaking Maisons, successively as Managing Director of Operations at Vacheron Constantin, Deputy CEO of Jaeger-LeCoultre and CEO of Baume & Mercier until 2019.
Prior to Richemont, he spent seven years at McKinsey & Company in France and the UK.

Geoffroy Lefebvre holds MSc degrees from Ecole polytechnique (France) and Télécom ParisTech, as well as an MBA from INSEAD.

Michael Solomon

Editor, ForbesLife

Michael Solomon is the editor of ForbesLife. He was previously the features director of the Daily Beast and the features editor of Esquire. He has also been an editor at Vogue and ESPN, written for Vanity Fair, Elle, and the Guardian, authored several books, and has edited a No. 1 New York Times bestseller.

Philippe Tardivel

Chief Marketing Officer, Hublot

Philippe Tardivel has over 25 years of marketing and communications experience in key multinational companies ranging from the automotive industry to FMCG to luxury brands. Creative strategist with expert knowledge of sport business and global brand communications development, he has conducted large scale marketing activation plans.
He began his career in 1992 at Renault France, managing Renault Sport Formula One communications.

In 1997, he was appointed Communications Director at Renault MercoSur Regional HQ in Brazil, overseeing the PR and Marketing activities in the region.
Moving on from Renault, Tardivel joined London based Japan Tobacco International Europe (JTIE) in 1998, to become the official Formula One Representative for Mild Seven Brand, developing and implementing a Formula One strategy in line with Mild Seven Global brand objectives.
His experience and unique access to the influential Formula One industry network led him to join the Scuderia Ferrari Executive Committee in 2007, at the Ferrari Headquarters in Maranello, Italy. He led the Scuderia Ferrari Commercial Department for over 6 years, achieving highly challenging commercial objectives.

In the fall of 2013, Tardivel left Ferrari and was appointed Hublot Marketing Director at the Hublot Headquarters in Nyon, Switzerland.
He currently leads Hublot’s global marketing and communication operations, elaborating and implementing dedicated creative platforms, enhancing Hublot’s brand perception and extending its international presence. With his team, he develops pioneering events, in particular around the numerous sports partnerships in which Hublot has entered.
Under Hublot’s CEO, Ricardo Guadalupe’s leadership, and member of the Management Committee, he activates all aspects of the marketing mix to ensure Hublot remains First, Unique and Different.

Hui Zhang

Vice President, NIO Europe

Hui Zhang is Vice President NIO Europe. He heads the German and UK office of the electric car Company from Shanghai.

After studying in Beijing, Pforzheim and Utah, Hui Zhang initially worked at VOITH AG in purchasing and supply chain management in China and Germany. Subsequent working for KIEKERT AG as Vice General Manager and Lotus as General Manager, he was responsible for Business Group Industry and Healthcare China at Leoni AG as Member of the China Board.

Due to his many years of intercultural experience, both in the German and Chinese markets, Hui Zhang has profound industry knowledge in the areas of company management, sales, purchasing and supply chain management. He oversees the NIO offices in Germany and the United Kingdom as Managing Director. Hui also serves as Vice President of the Chinese Chamber of Commerce in Germany.

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In the industries of Luxury that are facing unprecedented challenges linked to the digital revolution and connectivity, “Reinventing Luxury: Strategic Conversations” brings a unique and fresh approach in the “panorama” of executive programs. It’s an inspiring course for executives who want to become change agents inside their organization. This inspiration is not only due to the topics treated inside the program but also to the possibility of exchanging with other top executives who are sharing the same challenges.

Andrea Puggelli | Head of Retail Marketing & Customer Journey | Automobili Lamborghini S.p.A.

In just two days, I have amassed an incredible amount of knowledge. I will be using it for a long time. The content was co-produced as much by the faculty as by participants, which created an authentic sharing environment.

Ester Jihye Lee | Collection Merchandising Manager | Bally

Past speakers included
Javier Bello Ruiz

CEO and Co-Founder Imverse

Javier Bello Ruiz is the CEO and co-founder of Imverse SA.

Born in Spain, MSc in Computer Science Engineering by the University of
Zaragoza (2010) with focus in HCI and business management, later lab
manager at the Laboratory for Cognitive Neuroscience at the Swiss Federal
Institute of Technology of Lausanne (2013-2017).

He has also managed VR projects for cognitive neuroscience research about
brain mechanisms of body perception, body awareness and self-

He co-founded Imverse SA in 2017.

Jean Bouton

CEO, Koché

Jean Rene Bouton is a graduate from ESCP Europe and UAL: London College Fashion. He started his career in consulting before joining Orano Group in 2005, where he held various positions in Sustainable Development, Industrial Project Management and Finance. In 2012, he founded the contemporary fashion brand Risto and, in parallel, he created a textile factory in Macedonia. Since 2017, he has been the CEO of KOCHÉ. KOCHÉ shows its collections during Paris Fashion Week and is distributed worldwide in the best fashion stores: Le Bon Marché, Isetan, Barneys NY, Isetan, Galeries Lafayette, Boon the Shop, Matches Fashion, Selfridges etc...

David Chaumet

CEO, Baume & Mercier

David Chaumet, Chief Executive Officer of Baume & Mercier since April 2019, joined Richemont eleven years ago as Head of Customer Service and Quality at Roger Dubuis, before being promoted four years later to Brand Director Switzerland, then Regional Brand Director Western Europe and finally Managing Director Asia Pacific.

Prior to joining Richemont, David Chaumet was Director of Operations at TWC Group (The Watches Connection) and beforehand Brand Manager within Total Group.

Belinda Chen

Director of Global Watch Division

Miss Wan (“Belinda”) Chen is the general manager of JD Watch, a business unit under JD.COM, China’s leading e-commerce company. She assumed the role in March 2017 and has led JD Watch to becoming one of the largest watch retail platforms in China. Under her management, JD Watch has achieved over 50% year over year growth in 2017 and established firm partnerships with many top-tier Swiss watch brands including Audemars Piguet, Chopard, Zenith, H.Moser, and etc. 

Prior to her current role, Belinda was the director of JD’s global fashion division and JD Worldwide (JD’s cross-border e-commerce unit). Belinda has extensive experience in business development, luxury management, fashion merchandising, and marketing. 

Belinda holds a B.S in business administration from University of California at Berkeley, and an MBA from the Wharton School of Business at University of Pennsylvania. She started her career as an investment banker and later founded her own company providing high-end home decoration services, before joining JD.COM.

Roberto Eggs

Chief Marketing and Operating Officer, Moncler

Born in 1965, a dual Italian-Swiss citizen, Roberto Eggs graduated in 1991 in Economics and Management at the University of Freiburg, with further qualifications from the London Business School and from the IMD in Lausanne. Mr Eggs began his career in 1992 at the Nestle Group, as Senior Corporate International Auditor, to then become International Marketing Manager at Nespresso from 1995 to 1997. In 1997 he was appointed General Manager at
Nespresso Belgilux and Nespresso France, where he remained up to 2002. In 2002 Mr Eggs returned to the Nestle Nespresso headquarters in Lausanne, where he covered the role of Worldwide Vice President for the Consumer and Business Divisions until 2008. In January 2008, he became Chairman and CEO of Nestle Super Premium S.A. up to April 2009. In May 2009, he was hired by Louis Vuitton where he held the role of President for Europe, Middle-East, India and Africa stationed at the headquarters in Paris until April 2015. Afterwards, in
May 2015, Mr Eggs joined Moncier as the Chief Operating Officer in Milan, to then become the Chief Marketing & Operating Officer in July 2017.


Chantal Gaemperle


Chantal Gaemperle was born in Switzerland on November 1, 1962.

She holds a Master in Political and Social Sciences and an MBA in Public Administration from the University of Lausanne, and is a graduate of INSEAD (France).

Chantal Gaemperle was Recruitment & Human Resources Development Manager with Philip Morris from 1991 to 1995. She subsequently joined Merrill Lynch International as Head of Human Resources for Switzerland. In 2001 she was named Head of Corporate Management Development and Sourcing and a member of the Management Committee of Nestlé.

She joined LVMH in 2007 as Group Executive Vice President Human Resources and Synergies and is a member of the LVMH Executive Committee.

Marc Mielau

Director Business Development Rolls-Royce Motor Cars

Marc Mielau is Director Business Development at Rolls-Royce Motor Cars in Munich, working on innovative ways to engage with UHNWI and to attract a new generation of digital natives to the world-famous brand.

Between 2011 and 2016 Marc was General Manager Marketing at the brand headquarters in Goodwood and globally responsible for Brand Strategy, Brand- and Product-Communication, Customer Relationship Management and Experiential Marketing.

Before his stint in the UK Marc was Head of Digital Media for BMW and in charge for various roles in Marketing Innovations and Corporate Identity for the BMW Group in Munich.

Previously Marc was Director Brand Consulting for MetaDesign in Berlin, where he consulted the management of some of the world’s most respected organisations on ensuring their brand’s role as powerful business assets.

Richard Mille

Founder & CEO, Richard Mille

Né à Draguignan, dans le Var, Richard Mille y a vécu jusqu’à la fin de sa scolarité. A vingt ans, il part un an en Grande Bretagne se familiariser avec la langue de Shakespeare avant d’intégrer l’IUT de Besançon pour acquérir une formation dans le marketing. En 1974, il entre comme responsable du service exportation au sein de Finhor, entreprise horlogère française située à Villers-le-Lac. Après le rachat de cette société par Matra, Richard Mille devient directeur des exportations pour l’ensemble des marques horlogères du groupe.

Dans les années 1990, Richard Mille rejoint Mauboussin, Place Vendôme. Il devient Président de la division Horlogerie et Directeur Général de la division Joaillerie. Ses nouvelles fonctions lui permettent de s’impliquer dans le processus de création des montres et de nouer des contacts avec les meilleurs fabricants suisses de mouvements, tels Renaud&Papi/Audemars Piguet.

L’expérience acquise et les nombreuses amitiés nouées sont inestimables, mais la créativité de Richard Mille est bridée par de multiples paramètres comme la stratégie de marque ou les coûts de revient que sa fonction de manager lui impose de prendre en compte. A cinquante ans, il décide de créer sa marque avec la ferme intention d’explorer au-delà de ce qui existait pour atteindre l’excellence.

Lorsqu’il présente son projet chez Renaud&Papi, ces derniers sont immédiatement enthousiastes. Il prend contact avec Dominique Guenat, alors propriétaire de la manufacture Montres Valgine aux Breuleux et ami de longue date, qui se lance dans l’aventure à ses côtés.

Le pari est risqué. Richard Mille veut développer la montre de ses rêves, un produit extrême, sans se laisser contraindre par les exceptionnels coûts de revient. Quand la RM 001 est présentée en
2001, son prix de 200 000 euros place la marque juste naissante au sommet de la gamme horlogère avec des objectifs de vente forcément modestes. Immédiate cependant, la réussite se concrétise par plusieurs centaines de promesses d’achat de ce modèle produit au compte-goutte. Aujourd’hui, Richard Mille est définitivement entrée dans le cercle des grandes marques horlogères et son succès ne se dément pas. La collection compte aujourd’hui environ soixante-dix modèles, tous développés avec la même passion et absence de compromis depuis le premier calibre de la marque.

Anne-Sophie Pic

Michelin 3 Star-Chef

Her journey

1987, Baccalauréat D, Maths and Natural Science
1991, Diploma of International Management University of Asia, Tokyo-Japon
1991, Diploma of Manhattan Institute of Management, New York, USA
1991, Representative in Japan and in the United States for Moët & Chandon
1992, Representative for Cartier
1992, Diploma of Superior Institute of Management Paris, France, with honors
1997, Chef of Restaurant Pic, Valence, Drôme

Titles and Distinctions

• National Godmother of Fête de la Gastronomie, 2015
• Rewarded by the Culinary Institute of America, Augie Award trophy, 2015
• Laureate of the Prix du Rayonnement Français in the category gastronomy, 2014
Officer of Mérite Agricole, 2013
World’s Best Female Chef - 2011 Veuve Clicquot Prize - 50 Best Restaurants Awards
• « Femme en Or » in the category Art 2008
Chef of the Year 2007-« Magazine Le Chef »
• Chef of the Year « Guide Champérard » 2007
3 stars by Michelin Guide 2007
• Woman of the year Louise Pommery Trophy - Relais & Châteaux 2007
• « Trophée Empreinte de l’année » - « Talents du Luxe » 2007
• Restaurant of the Year « Guide Omnivore » 2006
• Chef of the Year the « Gastronomades d’Angoulême » novembre 2006
Chevalier des Arts et Lettres 2003
• Chef of the Year 2001 in the Pudlo Guide France
Member of Relais & Châteaux since 1973 : Welcome Trophy 1990
Member of the Association « Les Grandes Tables du Monde » since 1978

Her enterprises

Maison PIC hôtel et Restaurant gastronomique 3*, in Valence
Les Vignes Pic et Chapoutier, in Saint-Péray
L’école de cuisine SCOOK, 2008 in Valence
ASP | BRP 2*, Beau Rivage Palace, 2009 in Lausanne in Switzerland
L’éPICerie, 2011 in Valence
La Dame de Pic 1*, 2012 in Paris
Daily Pic, jars – gourmet canteen, 2014 in Valence
André, 2016 in Valence

Her publications

Éléments de conversations culinaires, Menu Fretin - 2015
Scook l’intégrale des leçons de cuisine, Hachette – 2014
Best of Anne-Sophie Pic, Alain Ducasse Edtions - 2013
Le Livre Blanc, Hachette – 2012
Scook 5, Recettes fait-maison - Leçons de cuisine avec Anne-Sophie Pic Hachette Pratique - 2011
Scook 4, Recettes classiques pour tous - Leçons de cuisine avec Anne-Sophie Pic Hachette Pratique - 2010
Scook 3, Recettes pour les enfants - Leçons de cuisine avec Anne-Sophie Pic Hachette Pratique - 2010
• Scook 2, Recettes pour tous les jours - Leçons de cuisine avec Anne-Sophie Pic Hachette Pratique - 2009
• Scook 1 , Recettes pour recevoir - Leçons de cuisine avec Anne-Sophie Pic Hachette Pratique - 2008
• « Au nom du Père » - Anne-Sophie Pic - Cuisinière à Valence aux éditions Glénat Septembre 2004
L’artichaut aux Éditions de l’Épure - 2002

Patrick Pruniaux

CEO Ulysse Nardin

A watch enthusiast since his teens, Patrick began his career with Diageo in London – eventually moving to Africa and then Chicago. He joined LVMH in Miami in 2000 and rose to become Regional Sales Director for the Wines & Spirits business for Latin America.

After gaining an MBA at HEC Paris and the London Business School, Patrick – also a graduate of Stanford Business School – decided to combine his passion for premium watches and sports by becoming International Export Director for Tag Heuer. He held different positions within Tag Heuer and he served as Vice-President Global Sales & Retail from 2010 to 2014, focusing on retail growth, channel optimization and consumer experience & innovation. Patrick was also member of the LVMH Retail Committee and had a responsibility to coordinate sales strategy between LVMH Watch & Jewelry brands.

In 2014, Patrick was hired by Apple, in Cupertino, to prepare the launch of the Apple Watch as a member of the Special Projects team. He was then promoted to the position of Managing Director for UK & Ireland in 2015, and was also a member of Apple EMEA Executive Committee. During his te-nure at Apple UK & Ireland, he led the local launches of several iconic iPhone, iPad and Mac products with the retail, the education and enterprise channels as well as Telco operators.

He joined Kering Group in September 2017 as Chief Executive Officer of Ulysse Nardin.
As passionate about the outdoors and wilderness sports as he is about sailing, kite surfing and free diving, Patrick is married and lives in Switzerland.

Jennifer Treiber-Ruckenbrod

Head of Brand Portfolio Strategy & Brand Controlling, BMW Group

As the Head of Brand Portfolio Strategy and Brand Controlling, Jennifer Treiber-Ruckenbrod is responsible for the strategic portfolio management of the BMW Group brands (BMW, MINI, Rolls-Royce, BMW Motorrad) including their service brands (NOW and Alphabet) on a global level. Her responsibilities thereby focus on topics such as brand foresight, a process to analyze future mobility scenarios and their impact on the Group brands. Over the past 16 years working for the BMW Group Jennifer Treiber-Ruckenbrod holds senior management positions in the areas of brand strategy, customer insights and foresight, trend and mobility research as well as communications. Before her time with the BMW Group, she worked for different agencies such as Argonauts or BBDO.

In addition to her work at the BMW Group, Jennifer Treiber-Ruckenbrod is a trained business coach and consultant working with universities in the context of teaching and mentoring assignments. She is also an active member of the BMW Group Leading Women Initiative as well as the co-initiator of the current cultural transformation process within the BMW Group. Furthermore, Jennifer Treiber-Ruckenbrod founded the Brand Excellence Circle, a network of top global brands, which is conducted in cooperation with the University of St. Gallen to connect academic excellence and practical impact.


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