Few understand the evolving luxury landscape quite like Chris Wilson. As CEO and Founder of LUUX Media, the go-to digital agency for brands targeting ultra-high-net-worth audiences, Chris is at the forefront of a new era in luxury communication. With clients spanning over 60 of the world’s most prestigious names, LUUX Media is pioneering how paid media, performance strategy and precision targeting come together to meet an audience that expects relevance, discretion and emotional resonance.
In this edition of The Insider, Chris shares what’s really working when it comes to engaging UHNWIs, why digital credibility is becoming as important as visibility, and how AI is reshaping luxury - not through gimmicks, but through thoughtful, high-touch strategy.
How is technology changing the way luxury brands communicate with UHNW audiences and which new trends are here to stay?
A one size fits all digital strategy doesn't resonate with UHNWIs. Luxury brands are finding success through purpose-led, community-driven approaches that build long-term loyalty through emotional engagement, not just transactions.
As UHNWIs move fluidly between global hubs like St. Barths, Aspen and Davos, brands need to be adopting hyper-targeted, data-led strategies to reach them in real time with relevant, high-touch experiences.
Success now lies in blending exclusivity with smart digital infrastructure. AI is central to this shift - automating personalised WhatsApp and email conversations that keep brands top-of-mind, while enhancing speed, consistency and lead conversion.
Crucially, luxury brands must also rethink digital visibility. As AI-generated summaries increasingly shape how content is surfaced online, relevance and authority - not just keywords, will determine brand presence. Appearing in these new AI-driven spaces requires a strategic focus on digital credibility and content quality.
Why do traditional marketing tactics miss the mark with UHNW audiences, and how does LUUX craft campaigns that truly connect?
Traditional marketing can still have an impact - but when it comes to UHNW audiences, it often lacks the refinement, discretion and cultural awareness these individuals expect. Global luxury today demands more than visibility; it requires agility, meaning and genuine connection.
I believe traditional tactics can still play a role - when used thoughtfully and as part of a holistic strategy. For instance, advertising in legacy publications such as the Financial Times can be powerful, given its loyal, high-value readership. These tactics must be complemented by campaigns crafted with deep insight into the behaviours, preferences and lifestyle patterns of UHNWIs.
At LUUX, we create highly targeted campaigns rooted in where these individuals are and what matters to them - whether that's the Monaco Grand Prix, Art Basel or wintering in Aspen.
It’s about quiet relevance over noise - crafting moments that feel personal, timely and deeply in tune with their world.
How important is in-person engagement, especially at exclusive luxury events, when building trust and relationships with UHNWIs?
In-person engagement remains one of the most powerful ways to build trust with UHNWIs - an audience that values privacy, discretion and reputation. But post-COVID, expectations are higher. For a UHNWI to attend, the experience must feel rare, relevant and truly worth their time.
It’s not just about hosting an event - it’s about curating the right environment and the right people. The guest list is as critical as the setting, ideally aligned with key luxury moments and offering genuine value.
We’re also seeing results by bridging offline and online - using event data to trigger personalised follow-ups and targeted digital campaigns that extend the relationship.
At LUUX, we guide brands to craft intentional, emotionally intelligent experiences that prioritise quiet impact over spectacle - ensuring your brand shows up with purpose, not just presence.
What trends do you expect to shape the luxury market in 2025 and beyond, especially in emerging markets?
The future of luxury is being reshaped by generational shifts, rising expectations and a demand for more meaningful engagement. Millennial and Gen Z audiences are redefining luxury - favouring transparency, innovation and authenticity over traditional status symbols.
Emerging markets present major growth opportunities, but success requires cultural sensitivity and tailored strategies. What works in one region won’t always resonate in another. With Google’s new channel-level reporting for PMax, LUUX can now scale smarter - adapting strategy across YouTube, Display and Search based on what works locally.
AI is no longer optional - it powers everything from creative automation to personalised outreach, helping brands connect faster and more meaningfully.
Looking ahead, luxury brands that combine digital and physical experiences with deep audience insights will stay relevant. With China expected to account for 40% of global luxury spending by 2030 (Bain & Co), those who truly understand UHNW audiences across regions will lead the market.
Why is it essential for luxury brands to have a holistic strategy that combines both organic and paid channels - and how do you approach that at LUUX?
In today’s luxury world, a siloed media approach just doesn’t cut it anymore. At LUUX, we believe in crafting strategies that bring everything together - starting with precisely targeted paid media but always supported by strong creative storytelling to build both credibility and visibility.
Our campaigns strike the right balance between performance and prestige by weaving paid, owned and earned channels into one seamless, data-driven approach. Because we work closely with over 60 global luxury brands and have a deep network within the UHNW community, we have real-time insights into what truly works.
This ensures our campaigns are not only strategically sound but also resonate meaningfully with the audience and are executed with precision.
As luxury becomes increasingly global, how are you helping clients navigate and adapt to growth in emerging markets?
Navigating emerging markets demands cultural intelligence, real-time insights and a hyper-local approach. With HNWIs constantly on the move - living, working and spending across multiple cities - luxury brands must now think in motion, adapting their strategies to follow wealth wherever it flows.
At LUUX, we leverage proprietary data - including our annual Ultra Affluent Survey, alongside first-hand intelligence from our UHNWI network. Because we move in the same circles and attend the same events, we gain insider perspectives that directly inform strategy.
This allows us to go far beyond surface-level localisation. We tailor creative, messaging and media to reflect regional values and digital behaviours - while preserving the global prestige and identity that luxury brands are built on.
Looking ahead, what do you think we’ll be seeing more of in the luxury space in 2025 and beyond — in terms of both brand behaviour and audience expectations?
The luxury market is entering a new phase - one driven by emotional relevance, long-term loyalty and personalised engagement.
Digitally, HNW audiences will expect tailored, data-informed experiences that feel discreet yet deeply personal. This means curated content and immersive digital environments that capture the exclusivity and intimacy of in-person moments.
From a brand perspective, we’ll continue to see a shift from short-term visibility to genuine, long-term relationship building.
Another avenue that is gaining momentum is strategic collaboration. Brands are increasingly partnering, both in exclusive events and digital campaigns to tap into new, highly relevant audiences with more precision and impact. These partnerships aren’t just about exposure; they’re about creating shared, authentic experiences that resonate deeply.
At LUUX, we don’t just follow luxury trends - we anticipate them, translating deep audience understanding into strategies that deliver lasting impact, blending the best of offline and online worlds.
Quick Fire:
Favourite place for dinner: Wow, this was tough! But I’d have to go for the Aragu Restaurant at Velaa Private Island in the Maldives - spectacular!
Top spot for a cocktail in London: I’m not a huge cocktail man, but if I was heading for a drink with friends in London, it would have to be the Roof Gardens in Kensington.
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