LUXURY AS A CULTURAL EXPERIENCE AND BRAND BUILDING

OMAN LUXURY SUMMIT, 25-27 NOV. 2025, MUSCAT, MANDARIN ORIENTAL

Miss Tweed invites you to take part in our Oman Luxury Summit, at the Mandarin Oriental hotel in Muscat, from Nov. 25 to Nov. 27. The spirit of the summit is to bring together industry specialists to discuss “Luxury as a cultural experience” and “brand building.” Luxury has become much more about living memorable experiences than owning things. How do luxury brands live up to that promise? How to create emotions?

Brand building is a complex and subtle process. It’s about defining a brand’s narrative and universe and making sure its communication, marketing and imagery are in harmony with the products, the service and the experience it proposes at every touch point, online and offline.

Confirmed speakers:

-       Sayyid Khalid bin Hamad Al Busaidi, Chairman of Amouage and the Omani Sabco group.

-       Marco Parsiegla, CEO of Amouage.

-       Samantha Etienne, Global Managing Partner of Bold, the corporate venture fund of L’Oréal group. Samantha Etienne sits on the board of Amouage.

-       Beauty industry veteran Joël Palix advises leading investors about beauty M&A opportunities. Joël Palix was the CEO of Clarins Fragrance Group and founded online beauty business Feelunique, which he sold to Sephora in 2021.

-       Rémi Le Druillenec, CEO and cofounder of Heroine, an agency that creates audacious store concepts and experiences for luxury brands. Heroine works with Dior, Amouage and many luxury brands.

More speakers will be announced soon. 

To get more details, please email or call: 

Hemant Kumar hemant@zaharatours.com, mobile: +968 99884519

Or 

Emmanuelle Fourriere e.fourriere.pa@gmail.com, or on mobile +33699648869

What better place to talk about luxury as a cultural experience than in the Sultanate of Oman where culture, luxury and history meet to give visitors an unforgettable experience. Oman is home to white sand beaches and turquoise freshwater streams flowing through majestic valleys. It is also known for its famous frankincense trees and the rare Damask rose, considered the queen of roses for its very distinct scent, used in high perfumery.

Conferences will take place in the afternoon, starting at 15:30 until 19:30. This will allow participants to enjoy Muscat and its vibrant surroundings. We will give you a list of activities and trips you can make during your stay. These include a trip to Wadi Shab and a boat tour. More details will be available soon.

Oman is also the birthplace of Amouage, the biggest perfume success story on the Arabian Peninsula backed by the Sultanate of Oman. Amouage was founded in 1983 by the late Sultan Qaboos bin Said Al Said, who reigned for half a century and turned Oman into the Switzerland of the Middle East. Amouage was first meant to be a gift for dignitaries visiting the country. At first, the perfume was not a commercial project. The New York Times called it “the most expensive perfume in the world,” because you could not buy it – you could only receive it as a gift from the Sultan himself. It started being sold to the public only a few years later.

PROGRAM:

Nov. 25:

18:30 - 21:30  – Welcome cocktail dinner at the Mandarin Oriental. Opening remarks by Sayyid Khalid, Chairman of Amouage and Sabco.

Nov. 26:

8:30 - 15:00 - Visit to Wadi Shab. Visit of the Amouage factory. 

15:30-19:30 – Conferences Day One

20.00 - Dinner on the beach at the seafood restaurant of the Chedi Hotel.

Nov. 27:

9:30 - 14:30 - Boat trip. 

15:30 – 19:30 – Conferences Day two. 

20:00 - Closing dinner with a DJ at the Al Bustan Hotel  

More details about the speakers and events will be published on our website. Stay tuned!