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.
- Riccardo Bellini, CEO of Valentino.
- Samantha Etienne, Global Managing Partner of Bold, the corporate venture fund of L’Oréal group. Samantha Etienne sits on the board of Amouage.
- Bernd Beetz, chairman of German department store chain Galeria, former CEO of Coty, majority shareholder of Berlin-based eyewear manufacturer Mykita (in which LVMH has a stake,) and co-founder of Scent Beauty New York based perfume maker.
- Nina Müller, CEO of historic crystal and perfume brand Lalique.
- Manuel Emch, CEO of Louis Erard watch brand, industry veteran.
- Florent Perrichon, CEO of Laurent Ferrier watch brand, business angel.
- 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 including Dior and Amouage.
- Alexis Amman, Chief Data Officer at Luxurynsight.
- Sylvie Freund-Pickavance, Group Strategy and Business Development Director at The Bicester Collection.
- Gerd von Podewils, CMO of ADA Cosmetics, the market leader in hotel and airline amenities.
- Antony Doucet, Chief Experience Officer of the Kerten Hospitality portfolio, which includes Dar Tantora hotel in the old city in AlUla.
You can register by scanning this code:
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 GROUP.
Nov. 26:
Several trips are organized before the conferences. You can chose among three:
08:00 – 15:00: Wadi Shab Hike €110 per person. Explore the stunning Wadi Shab, Oman's iconic canyon with crystal-clear pools and dramatic landscapes (details via tour PDF).
08:30 – 14:30: Boat Trip & Activities at Dimaniyat Islands €104 per person. Embark from Muscat Marina for a 6-hour snorkeling adventure among nine pristine islands, featuring coral reefs, sea turtles, white-sand beaches, and possible dolphin sightings. Includes hotel transfers and boat ride (details via tour PDF).
08:30 – 14:30: Mystical Muscat City Tour with Lunch €110 per person. A 6-hour (140 km) cultural journey: Visit Sultan Qaboos Grand Mosque, Royal Opera House, Bait Al Zubair Museum, Muttrah Souq, and Al Alam Palace. Includes guided tour, Omani lunch at Bait Al Luban (no alcohol), and transport (details via tour PDF)
15:30-19:30 – Conferences Day One
20.00 - Dinner on the beach at the seafood restaurant of the Chedi Hotel.
Nov. 27:
09:30 – 11:30 Amouage factory visit. Discover the heart of Amouage in Muscat: Tour the perfume manufacture, explore the Visitors Centre's exhibits on the brand's history, craftsmanship, and Omani heritage, with insights into formula development and rare archival treasures. A serene, innovative experience blending tradition and modernity.
15:30 – 19:30 – Conferences Day two.
20:00 - Closing dinner with a DJ at the W Hotel.
More details about the speakers and events will be published on our website. Stay tuned!
