My guest today is Sebastian Huber, an expert in global trade and luxury goods with a deep focus on the business dynamics of Asia, particularly China. As a lecturer and researcher at the Lucerne University of Applied Sciences and Arts, and with a background that includes global roles at luxury brands like Montblanc, he brings a unique perspective on Switzerland's place in the global market.

Expect to learn about the Swiss luxury industry, why Switzerland became a global hub for luxury brands, and how this craftsmanship is maintained. We dive into the unique Switzerland-China free trade agreement, what it's like to trade with China compared to other countries, and the challenges of competing Chinese brands. The conversation also explores how global political factors impact Switzerland and the future of luxury consumption in Asia.

CONTACT SEBASTIAN

https://www.sebastianhuber.ch/

https://www.linkedin.com/in/sebastian-huber-consulting/

CONTACT MIKE

https://howitticks.ch/contact-page/

TIMESTAMPS

02:00 What the West misunderstands about doing business in China.

05:57 What defines the Chinese economy and its "overlapping Chinas".

11:50 The origin story of Swiss luxury: from musical boxes to watchmaking.

21:15 The unique history of Switzerland's free trade agreement with China.

37:40 The irrationality of luxury: why heritage matters more than function.

41:27 How Switzerland navigates global political tensions and trade wars.

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