Edition one · Swiss watchmaking, forty-six houses
Every eligible Swiss house exhibiting at Geneva Watch Days 2026.None chosen by us. None excluded by judgement.
- Akhor
- Alpina
- Alto
- Amida
- Ba111od
- Beauregard
- Beda'a
- Bianchet
- Bimbu
- Breitling
- Byrne
- Claude Meylan
- Corum
- Czapek
- Cédric Johner
- David Candaux
- De Bethune
- DOXA
- Emmanuel Bouchet
- Ferdinand Berthoud
- Frédérique Constant
- Furlan Marri
- Gallet
- Gerald Charles
- Girard-Perregaux
- Greubel Forsey
- Hautlence
- Kerbedanz
- Keris
- Krayon
- L. Leroy
- Laurent Ferrier
- Lederer
- Louis Erard
- Louis Moinet
- Maurice Lacroix
- Mauron Musy
- MB&F
- Oris
- Perrelet
- Renaud Tixier
- Singer Reimagined
- Speake-Marin
- Stollenwurm
- Universal Genève
- Urwerk
Forty-six houses. Every eligible Swiss house exhibiting at Geneva Watch Days 2026. Houses under majority group control and non-Swiss houses are excluded. None was invited and none was set aside by judgement.
Every measured house receives its primary findings as a courtesy
Everyone asks the houses what they make of AI.We ask the AI what they make of the houses.And we ask from where the buyer is sitting.
82.5% of answers from AI steer the wealthy buyer inquiring about which watch to buy to the second-hand market, buy at a discount or tell him to wait.
A buyer writes: I have about $10,000 to spend on a Swiss watch. Which brands should I consider? He names no house. He says nothing about resale. In 475 of the 576 recorded answers, the engine steers him to the second-hand market or tells him to wait for a lower price.
576 answers · 4 price levels · 3 markets · 3 engines · 16 days · 10 to 25 August 2026
Europa Star has published the interview and the article, ahead of the Geneva Watch Days.
of top-tier luxury clients used AI during their most recent purchase
of top-tier clients consulted an AI tool before entering a boutique
the discount the engines quoted, unprompted and without a source, when asked whether an independent house holds its value
The engine puts the house forward as an answer to the buyer’s question, by name, and in terms that favour it.
The house appears in the answer as a matter of record, listed or mentioned, with nothing said about it that would move a buyer towards the door.
The house is named, and the engine directs the buyer toward a lower price, resale or the pre-owned market.
The buyer asks about the house, and the answer arrives carrying another house instead.
The question sits inside the house’s own territory, and the answer does not contain it.
The Report reports. It ranks no house, sells nothing but its own record, and names no house in public. The diagnostics of a brand, the AI visibility strategies, and the implementation belong elsewhere.
A category is announced with its date only when the roster and the method are settled. What is added is always announced before sampling begins, never after the answers are in.
What AI is doing to the luxury industry, and what an independent house should do about it.
The first census of how AI engines describe the independent Swiss watch field.
The purchasing journey of a wealthy buyer now begins with a machine. Which houses appear in that answer, and how they are described, is the most measurable change this industry has faced in a generation. Twice a year the Report measures it: a whole field of houses, the questions a buyer actually asks, every answer recorded.
Visibility is where it is measurable. It is not where it ends. The same systems are an opportunity and an exposure for every house that holds an archive, a voice and a reputation. The Report follows both, and reports what an independent house should make of it.
The Report is written for the houses that own themselves: the independents, where a single answer changes a year.
The Luxury AI Report is published by USKALE SA and measures how AI answer engines describe luxury houses. Edition one, published , records 14,256 answers across 46 Swiss watch houses, nine buyer questions, three engines and three markets.
The Luxury AI Report measures three answer engines in the census: ChatGPT, Gemini and Google's AI Overview. Three more run in a separate panel from 18 August: Perplexity, Google's AI Mode and Microsoft Copilot. Each is put the same nine buyer questions, written as a buyer would write them rather than in industry vocabulary, and the full method publishes with the edition.
The Luxury AI Report is published by USKALE SA, a company registered in Switzerland, and written by Alexandre Olive.
Edition one measures forty-six houses: every watchmaking house domiciled in Switzerland and exhibiting at Geneva Watch Days 2026, excluding those majority-owned by LVMH, Richemont, Swatch Group, Kering, Chanel or Rolex. No other exclusion is applied, and no house is excluded by judgement.
Edition one of The Luxury AI Report publishes on , at luxuryaireport.com, with the ordering, the nine questions, the method and the limits in full.
Alexandre Olive
Twenty years inside the luxury industry, thirteen at executive level in high jewellery and watchmaking, ten sparring with founders and senior executives. An entrepreneur who came to AI by building products and workflows for another house of his own.
The paradigm has changed. Consumers now ask ChatGPT and its peers about anything they consider, and those engines gather their information in a way that owes nothing to the SEO era of Google and Bing. The smaller houses are not geared for this, and they are absent.
The Luxury AI Report gathers data on how the engines answer, so that smaller houses can appear in the right places, described the right way. ELIA Atelier acts on what it finds, and advises the house on how AI enters it.