What a pleasure to be invited as guest professor to the leading Swiss Business School Universität St Gallen in order to share with 40 international students and young professionals the art of developing and managing luxury brands. During one week 5 teams were eager to develop their own strategy based on the theory I transferred to them after each step in the process. The theory was based on 20 years of professional experience in the luxury business and my intense research in the luxury industry. Incredible engagement, plenty of energy, so much fun, amazing results. I am proud of the progress the participants made during the entire week. Thanks to Professor Sven Reinecke and Benjamin Berghaus who made it happen and Prof Marc Vanhuele from HEC Paris to establish the contact.