Trendscouting | Strategy Advisory | Business Matchmaking

We are a global advisory company dedicated to the luxury industry. We support established luxury brands just as start-ups to understand key trends and get ready for the future of luxury. We decipher a luxury brand’s code to sharpen their business model, positioning, offering, and marketing strategies and take the brand to the next higher level.

As we believe in collaboration, we connect key stakeholders in- and outside the luxury industry for projects or long-term commitments. Particularly, we work closely with our clients, mostly C-level and founders, on their journey to a more innovative, collaborative, and responsible today and tomorrow.


we do what we do

At CODE \ LUXE, we have the strong belief that every luxury brand needs its own code to evince its relevance and mystical aura. Yet, to tap into the minds and hearts of discerned and younger consumers, a luxury brand’s strategy is no longer just about well-designed, expensive products or services, and a symbolic value.

Just as the code of exclusivity is changing, the luxury code of the future needs different elements as more purpose and added value for the society and environment. This is why Dr. Julia Riedmeier founded CODE \ LUXE.


we do it

1. LUXURY MARKET RESEARCH & TRENDSCOUTING \ We generate rich insights to understand the luxury brand’s status quo, consumer behavior and product/service preferences. We know that luxury market research needs a different approach –  thanks to our valuable network, we can count on visionaries or rather unaccessible personalities. Additionally, thanks to constant international travels and participation in diverse leading (soemtimes niche) conferences, we capture trends when they emerge.

2. LUXURY STRATEGY CONSULTING & ADVISORY \ We develop go-to-market strategies, create meaningful brand strategies, and tackle the codes of the business model of the future, e.g. in terms of products and services, marketing or distribution. We elevate customer journeys and decipher the needs and profiles of mysterious luxury clients.

3. BUSINESS MATCHMAKING \ Due to our strong and unique international network in the luxury industry, we connect the right people or brands – from companies, industry leaders to future talents. Whether for partnerships, sponsorships, or job positions. Become part of COLLECTIVE \ LUXE.


CODE \ LUXE luxury advisory – yachting, automotive, jewelry and watches, Julia Riedmeier, Munich, Monaco


CODE LUXE is a luxury consultancy with a dedicated expertise in market research, strategy consulting. Core industries are automotive, interior, jewelry and watches, yachting. With a strong focus on UHNWIs. Based in Munich and Monaco. Founded by Dr. Julia Riedmeier.


Jewelry watches CODE LUXE




Fashion Code Luxe


CODE LUXE is a luxury consultancy with a dedicated expertise in market research, strategy consulting. Core industries are automotive, interior, jewelry and watches, yachting. With a strong focus on UHNWIs. Based in Munich and Monaco. Founded by Dr. Julia Riedmeier.


New Tech Code Luxe





We believe that the best-curated mix of people makes the difference for each project – to act agile in a dynamic environment and to elevate the result for all stakeholders involved.

What we all have in common is dedicated expertise in a specific field of luxury, a sensitivity to understand and cater to the needs of UHNWIs, and the drive to go on a brand-sharpening journey to really make an impact. Each of our collaborators is C-level and often a founder, as well.

Contact us and discover our global network of experts and collaborators in fields such as Metaverse, culture, UHNWI.

"At CODE \ LUXE, we are dedicated to the future of luxury, in which innovation and impact are key. Our studies continuously contribute to the industry to bring positive change. We are very well connected across industries and academia – being in constant exchange with business leaders and Gen Z students. Not many luxury professionals possess the refined understanding of all luxury worlds and codes, also from a management and academic perspective. And this is where we tap in."
CODE \ LUXE luxury advisory – yachting, automotive, jewelry and watches, Julia Riedmeier, Munich, Monaco
Dr. Julia Riedmeier
Founder & CEO


Depending on the project, we cooperate with experts, a Gen Y/Z Think Tank or renowned specialist partners.

CODE \ LUXE is a proud signatory member of "Monaco Capital of Advanced Yachting"


CODE \ LUXE is affiliated with academic institutions and initiatives:
As an affiliate professor at the International University of Monaco (IUM) Dr. Julia Riedmeier lectures among others Market Research, Luxury Brand Strategy, Luxury Marketing, Omnichannel Strategy. She holds the module leadership of the business concentration Luxury Brand Management at Munich Business School (MBS) and regularly initiates her Luxury Insight Talks.

Further, she is a jury member of the business plan competition The Mark Challenge, a think tank member at Haus von Eden (HvE), a board member of YPY Monaco, an advisory board member and editor at “Robb Report Monaco & Côte d’Azur“.

studies recently published
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CODE \ LUXE luxury advisory – yachting, automotive, jewelry and watches, Julia Riedmeier, Munich, Monaco


CODE \ LUXE luxury advisory – yachting, automotive, jewelry and watches, Julia Riedmeier, Munich, Monaco


CODE \ LUXE luxury advisory – yachting, automotive, jewelry and watches, Julia Riedmeier, Munich, Monaco


Jeweler of the future


Code Luxe


CODE \ LUXE luxury advisory – yachting, automotive, jewelry and watches, Julia Riedmeier, Munich, Monaco



For CODE \ LUXE, luxury must always be responsible and ahead. Otherwise, it is lavishness. Contemporary luxury brands need to make an impact. They need to leave the world better than it was to add value to society, the environment, and the economy.

Whether traditional or nouveau luxe: the elements of wellbeing, sustainability, co-creation must be visible in all perspectives. It is not an either-or.

To unleash the power of luxury, it requires the harmonious interplay of opposites to ignite innovation, drive strategic thinking, and unlock endless possibilities. Our approach and success formula thrives on the synergy of those complementing opposites:

= [(Academia + Industry) + (Strategy + Operation) + (Analytics + Magic)]


From a one-shot call regarding your future to a specific challenge where you want immediate advice to long-term strategic projects. All our clients have privileged access to the COLLECTIVE \ LUXE community and benefits.

LIGHT \ Elevate your CAREER in the luxury industry.
Coaching & Mentoring. Insights into how to enter the industry or current open opportunities.

BRIGHT \ SPEED ADVISORY for a current project or concept.
Brainstorming and -picking. Sounding board for ideas and insights into elevating your brand.

SHINE \ Take your BUSINESS to the next level.
Strategy advisory on a project basis – medium- to long-term – or new PR strategies.

RISE \ Take your AUDIENCE to the next level.
From executive education, keynotes, panel discussions to talk formats.

CODE LUXE is a luxury consultancy with a dedicated expertise in market research, strategy consulting. Core industries are automotive, interior, jewelry and watches, yachting. With a strong focus on UHNWIs. Based in Munich and Monaco. Founded by Dr. Julia Riedmeier.

Let us connect, challenge, co-create, and walk into a bold future!

Our aim is to support brands and start-ups of the luxury industry in marking their position in the market, to lead the path towards a sustainable future of the luxury industry, and to connect professionals and brands.

The task:
Multilevel digital program for the global dealership network of an international Italian luxury automotive brand.

The solution: Based on the brand codes and international strategies, development, implementation, and execution of the first-time digital learning journey for the global dealership network (North America, EMEA, Asia-Pacific) to improve their digital strategy and footprint, and to manifest thought leadership also in the digital space.

The impact: Maximized impact of dealers’ digital footprint, increased digital client engagement and prospect generation, increased sales.

The project partner: OKTAVE


The task: Digital communication strategy for the leading luxury hotel network in the DACH region.

The solution: Based on the execution of benchmark and best-practice analysis, development of digital communication strategy, just as sparring for its roll-out and core strategic business activities.

The impact: Increased visibility and brand awareness, increased sales for the leading conference in Switzerland.


The task: Conceptualization, development, and roll-out of the own-established Next Level initiative for leading German luxury jewelers.

The solution: Based on the four key business pillars – brand, clients, digital, sales – and our established neo luxury concept, development and roll-out of a unique, first-of-its-kind long-term initiative (webinars, live workshops, individual consulting and coaching sessions) for leading jewelers in Germany, who want to take their business to the next higher level and make it future-ready and -proof for the next generations.

The impact: Improved brand positioning, maximized client satisfaction, increased leads and sales, enhanced client experience online and offline.

The project partner: KEYLENS, German Finest


The task: Go-to-market strategy for an electric boating company.

The solution: Based on the brand codes and international strategies, development and implementation of a go-to-market strategy for the DACH region to enter this market.

The impact: Created and increased brand awareness, generated first leads.

The project partner: undisclosed


The task: Interior project for new-build yacht.

The solution: Based on the interior design codes and styles of the owner and design team, identification and selection of the best suitable manufacturers and interior objects for dedicated interior accessories.

The impact: Peace of mind and wellbeing for the UHNW client. Manifestation of a (new) segment for German, French, Italian luxury manufacturers.

The project partner: undisclosed


Aemster Logo
Aemster is the leading brand in innovative technology for scent systems, aroma diffusers, and scent marketing. Based in Amsterdam, the team is dedicated to enhancing daily life through the power of scent. With a focus on technology and sustainability, Aemster offers a range of high-quality products to suit the tastes of those who appreciate the finer things in life, seek adventure, and value luxury.

The founders of Aemster have a fascinating vision — capturing scents from particular places around the world and bringing them to life with their unique scent oils for interior diffusers. Go on a mind travelling journey not only with their scents, but also with their unique names like: Affluent Atrium, Bondi Bergamot, Incens Moon.

We are definitely in love with the uniqueness, aesthetics, and creativity. That’s why we teamed up.

Find out more: www.aemster.com

As the first platform for sustainable luxury in the DACH region, Haus von Eden positions itself as a reliable access point for valuable knowledge around sustainable design & lifestyle. 

The mission is put into practice by exclusively presenting ethically operating companies based on binding standards of sustainability, circular economy, philanthropy as well as innovation. Conscious consumers can thus take responsible purchasing decisions without sacrificing on quality & aesthetics.

IMARK is an Innsbruck-based consultancy with international scope, which supports organisations in their strategic development and facilitate decision-making via participative group processes and tailor-made market research.

With 20 years of experience in strategy development and implementation, and excellence in market research, IMARK stands for: Close working relationship with clients and client-driven processes, state-of-the-art methodology and guaranteed quality.

OKTAVE is a Swiss agency, active worldwide, expert in transforming behaviors in exceptional brands who are convinced by the power of their front line teams in leveraging their business. Founded by Frederik Schreve.

The way OKTAVE supports this transformation is by acting as an accelerator of behavior transformation by designing and implementing transformational strategies, and by re-imagining and rolling-out great transformational learning experiences.

Today, OKTAVE works globally with luxury retail and also with prestige hospitality and high-end service industry brands.

The MONACO YACHTING CAPITAL approach has been launched in 2012, under the leadership of the Yacht Club of Monaco. Raising awareness among local players and followed by concrete actions, this approach has come to be obvious for the attractiveness of the Principality. 

Ten years later, facing more than ever the urgency for the preservation of the oceans, it takes a new turn and becomes MONACO CAPITAL OF ADVANCED YACHTING to think, create and support a responsible yachting, both environmentally, socially, educationally, and economically.

Find out more: https://monacocapitalyachting.com/

Pages: 64
Language: German
Authors: Dr. Jörg Meurer (KEYLENS, a prophet company) & Dr. Julia Riedmeier (CODE \ LUXE)

1) The 6 neo luxury trends
2) The luxury watches & jewelry market
3) D2C
4) The 5 luxury consumer generations
5) The 5 main distribution channels
6) The 6 business types for jewelers
7) Key management implications

Price: 120 € + shipping

Order: [email protected]


Legal Disclosure

Information in accordance with Section 5 TMG

Dr. Julia Riedmeier
Leopoldstr. 8-10
80802 Munich

Contact Information
E-Mail: [email protected]
Internet address: www.code-luxe.com

VAT number

VAT indentification number in accorance with Section 27 a of the German VAT act

DE 305241805


Accountability for content
The contents of our pages have been created with the utmost care. However, we cannot guarantee the contents’ accuracy, completeness or topicality. According to statutory provisions, we are furthermore responsible for our own content on these web pages. In this matter, please note that we are not obliged to monitor the transmitted or saved information of third parties, or investigate circumstances pointing to illegal activity. Our obligations to remove or block the use of information under generally applicable laws remain unaffected by this as per §§ 8 to 10 of the Telemedia Act (TMG).

Accountability for links
Responsibility for the content of external links (to web pages of third parties) lies solely with the operators of the linked pages. No violations were evident to us at the time of linking. Should any legal infringement become known to us, we will remove the respective link immediately.

Our web pages and their contents are subject to German copyright law. Unless expressly permitted by law, every form of utilizing, reproducing or processing works subject to copyright protection on our web pages requires the prior consent of the respective owner of the rights. Individual reproductions of a work are only allowed for private use. The materials from these pages are copyrighted and any unauthorized use may violate copyright laws.

GIF rights

Data Privacy

A transparent relationship

A trustful customer relationship has always been of great relevance for our company in order to be able to offer you something special. That is why we also endeavour to ensure your privacy. We want to create clarity as to how we store your data and thus commit ourselves to keep it safe. If you would like to learn more about how your personal information is collected, used and stored, please read our privacy policy.

Thank you for your trust.



The responsible party within the meaning of the General Data Protection Regulation and other national data protection laws of the member states as well as other data protection regulations is:

Leopoldstraße 8-10
80802 Munich
 [email protected]
Website: www.code-luxe.com


The data protection officer of the responsible party is:

Dr. Julia Riedmeier
Leopoldstraße 8-10
80802 Munich
 [email protected]
Website: www.code-luxe.com


1. Automatic data storage

Nowadays, when you visit websites, certain information is automatically created and stored, including on this website. This collected data should be collected as sparingly as possible and only with justification. Incidentally, by website we mean the entirety of all web pages on your domain, i.e. everything from the home page (homepage) to the very last subpage (like this one). By domain, we mean, for example, example.de or sampleexample.com.

Even while you are visiting our website right now, our web server – that is the computer on which this website is stored – usually automatically saves data such as

  • the complete Internet address (URL) of the accessed website (e.g. https://www.examplewebsite.de/examplesubpage.html/)
  • Browser and browser version (e.g. Chrome 87)
  • the operating system used (e.g. Windows 10)
  • the address (URL) of the previously visited page (referrer URL) (e.g. https://www.examplesourcesite.de/fromwhereIcamefrom.html/)
  • the hostname and IP address of the device being accessed (e.g. LAPTOPNAME and
  • Date and time
  • in files called web server log files.

For illustration:

As a rule, these files are stored for two weeks and then automatically deleted. We do not share this data, but we cannot exclude the possibility that this data may be viewed by authorities in the event of illegal behavior.

In short, your visit is logged by our provider (company that runs our website on special computers (servers)), but we do not share your data!

2. Cookies

Our website uses HTTP cookies to store user-specific data.
Below we explain what cookies are and why they are used so that you can better understand the following privacy policy.

What exactly are cookies?

Whenever you browse the Internet, you use a browser. Popular browsers include Chrome, Safari, Firefox, Internet Explorer, and Microsoft Edge. Most websites store small text files in your browser. These files are called cookies.

One thing can’t be denied: Cookies are really useful little helpers. Almost all websites use cookies. More precisely, they are HTTP cookies, as there are other cookies for other applications. HTTP cookies are small files that are stored on your computer by our website. These cookie files are automatically placed in the cookie folder, effectively the “brain” of your browser. A cookie consists of a name and a value. When defining a cookie, one or more attributes must also be specified.

Cookies store certain user data about you, such as language or personal page settings. When you return to our site, your browser transmits the “user-related” information back to our site. Thanks to cookies, our site knows who you are and offers you your usual default setting. In some browsers, each cookie has its own file; in others, such as Firefox, all cookies are stored in a single file.

There are both first-party cookies and third-party cookies. First-party cookies are created directly by our site, third-party cookies are created by partner websites (e.g. Google Analytics). Each cookie must be evaluated individually, as each cookie stores different data. Also, the expiration time of a cookie varies from a few minutes to a few years. Cookies are not software programs and do not contain viruses, Trojans or other “pests”. Cookies also cannot access information on your PC.

For example, cookie data can look like this:

  • Name: _ga
  • Expiration time: 2 years
  • Usage: differentiation of website visitors
  • Example value: GA1.2.1326744211.152311259207

A browser should support the following minimum sizes:

  • A cookie should be able to contain at least 4096 bytes
  • At least 50 cookies should be able to be stored per domain
  • A total of at least 3000 cookies should be able to be stored

What types of cookies are there?

The question of which cookies we use in particular depends on the services used and is clarified in the following sections of the privacy policy. At this point, we would like to briefly discuss the different types of HTTP cookies.

One can distinguish 4 types of cookies:

Absolutely necessary cookies: These cookies are necessary to ensure basic functions of the website. For example, these cookies are needed when a user adds a product to the shopping cart, then continues surfing on other pages and later goes to the checkout. Through these cookies, the shopping cart is not deleted even if the user closes his browser window.

Functional cookies: These cookies collect information about user behavior and whether the user receives any error messages. In addition, these cookies are also used to measure the loading time and the behavior of the website with different browsers.

Targeting cookies: These cookies provide a better user experience. For example, entered locations, font sizes or form data are stored.

Advertising cookies: These cookies are also called targeting cookies. They are used to deliver customized advertising to the user. This can be very convenient, but also very annoying.

Usually, when you visit a website for the first time, you are asked which of these cookie types you want to allow. And of course, this decision is also stored in a cookie.

How can I delete cookies?

You decide how and whether you want to use cookies. Regardless of which service or website the cookies come from, you always have the option to delete, only partially allow or disable cookies. For example, you can block third-party cookies, but allow all other cookies.

If you generally do not want cookies, you can set up your browser so that it always informs you when a cookie is to be set. This way, you can decide for each individual cookie whether to allow it or not. The procedure varies depending on the browser. The best way is to search the instructions in Google with the search term “delete cookies Chrome” or “disable cookies Chrome” in case of a Chrome browser or exchange the word “Chrome” for the name of your browser, e.g. Edge, Firefox, Safari.

3. What about my data privacy?

The so-called “Cookie Guidelines” have been in place since 2009. These state that the storage of cookies requires your consent. Within the EU countries, however, there are still very different reactions to these directives. In Germany, the Cookie Directives have not been implemented as national law. Instead, this directive was largely implemented in Section 15 (3) of the German Telemedia Act (TMG).

If you want to know more about cookies and are not afraid of technical documentation, we recommend https://tools.ietf.org/html/rfc6265, the Request for Comments of the Internet Engineering Task Force (IETF) called “HTTP State Management Mechanism”.

Rights under the General Data Protection Regulation

According to the provisions of the GDPR, you are generally entitled to the following rights:

  • Right of rectification (Article 16 GDPR)
  • Right to erasure (“right to be forgotten”) (Article 17 GDPR)
  • Right to restriction of processing (Article 18 GDPR)
  • Right to notification – obligation to notify in connection with the rectification or erasure of personal data or the restriction of processing (Article 19 GDPR)
  • Right to data portability (Article 20 GDPR)
  • Right to object (Article 21 GDPR)
  • Right not to be subject to a decision based solely on automated processing, including profiling (Article 22 GDPR)

If you believe that the processing of your data violates data protection law or that your data protection rights have been violated in any other way, you can contact the Federal Commissioner for Data Protection and Freedom of Information (BfDI).

Evaluation of visitor behavior

In the following privacy policy, we inform you whether and how we evaluate data from your visit to this website. The evaluation of the collected data is usually anonymous and we can not conclude from your behavior on this website to your person.

You can find out more about how to object to this analysis of your visit data in the following data protection declaration.

TLS encryption with https

TLS, encryption and https sound very technical and they are. We use HTTPS (Hypertext Transfer Protocol Secure stands for “secure hypertext transfer protocol”) to transfer data over the internet in a tap-proof way.
This means that the complete transmission of all data from your browser to our web server is secured – no one can “listen in”.

Thus, we have implemented an additional layer of security and fulfill data protection by design of technology Article 25(1) DSGVO). By using TLS (Transport Layer Security), an encryption protocol for secure data transmission on the Internet, we can ensure the protection of confidential data.
You can recognize the use of this protection of data transmission by the small lock symbol at the top left of the browser to the left of the Internet address (e.g., beispielseite.de) and the use of the scheme https (instead of http) as part of our Internet address.
If you want to know more about encryption, we recommend the Google search for “Hypertext Transfer Protocol Secure wiki” to get good links to further information.

4. WP Statistics Privacy Policy

We use the analytics plugin WP Statistics on our website. This plugin was developed by Veronalabs (5460 W Main St, Verona, NY 13478, United States), an American software company. This plugin provides us with simple statistics on how you, as a user, use our website. In this privacy policy, we go into more detail about the analysis tool and show you which data is stored where and for how long.

What is WP Statistics?

This plugin is an analytics software designed specifically for websites that use the WordPress content management system. WordPress helps us to easily edit our website even without programming skills. WP Statistics can collect data about how long you stay on our website, which subpages you visit, how many visitors are on the website or from which website you came to us. WP Statistics does not set any cookies and you cannot be identified as a person by the collected data.

Why do we use WP Statistics?

With the help of WP Statistics we get simple statistics that help us to make our website even more interesting and better for you. Our website and the content, products and/or services offered on it should meet your requirements and wishes as good as possible. In order to achieve this goal, we naturally need to find out where we should make improvements and changes. The statistics we receive, help us to get one step closer to this goal.

What data is stored by WP Statistics?

WP Statistics does not set cookies and through the data collected, statistics about the use of our website are generated only in anonymous form. WP Statistics also anonymizes your IP address. You as a person cannot be identified.

Through WP Statistics, visitor data (called Visitos’Data) is collected when your web browser connects to our web server. This data is stored in our database on our server. This includes for example:

  • the address (URL) of the accessed web page
  • Browser and browser version
  • the operating system used
  • the address (URL) of the previously visited page (referrer URL)
  • the hostname and IP address of the device from which access is made
  • Date and time
  • Country/City information
  • Number of visitors coming from a search engine
  • Duration of the website visit
  • Clicks on the website

The data will not be shared or sold.

How long and where is the data stored?

All data is stored locally on our web server. The data is stored on our web server until it is no longer needed for the purposes listed above.

How can I delete my data or prevent data storage?

You have the right to information, correction or deletion and restriction of the processing of your personal data at any time. You can also revoke your consent to the processing of data at any time.

We have now provided you with the most important information about data processing by WP Analytics. Due to the fact that the plugin does not use cookies and the data for statistical analysis is stored locally in the web server, your data is handled very carefully here. If you want to learn more about WP Analytics, you should take a look at their privacy policy at https://wp-statistics.com/privacy-and-policy/.

Embedded Social Media Elements Privacy Policy

We integrate elements of social media services on our website to display images, videos and texts.
When you visit pages that display these elements, data is transferred from your browser to the respective social media service and stored there. We do not have access to this data.
The following links will take you to the pages of the respective social media services where it is explained how they handle your data:

Source: Created with the privacy generator of AdSimple in cooperation with hashtagmann.de

Frederik Schreve

Frederik is a senior business executive with extensive experience in international hospitality and luxury retail. Founder and CEO of Oktave, he applies a thoughtful, analytical and strategic approach to global learning and development solutions, that create growth and transformation. Recognized as a global expert in consulting for B2B and B2C brands, he finds his inspiration and work philosophy in music, which he infuses in his company culture and relationships.

Dr. Maria Kreuzer

Maria is a consultant in the field of strategic branding, brand positioning, and qualitative market research. Based on in-depth insights, she supports B2C and B2B companies to design and to implement their future strategy, and to align their strategic focus with stakeholder expectations and market developments. Maria finds inspiration for her work in nature, especially in riding the perfect lines in fresh powder in the Austrian backcountry.

Julia is an internationally sought-after strategy consultant, researcher, and lecturer/adjunct professor in luxury brand management. She has lived in Berlin or Shanghai, worked for Hermès in retail and communication, and researched on future luxury strategies. Julia enjoys working for international luxury brands and start-ups and is driven by going off the beaten track, and pursuing excellence in all endeavors. Above all, she strongly believes in the power of co-creation in the luxury business. That's why she founded CODE \ LUXE.

Bringing luxury professionals and their brands to the next higher level, just as bringing positive change to the industry, is her source of inspiration and motivation.​


KEYLENS is a strategy consultancy. Founded in 2000, we work for German and international medium-sized companies, SMEs and hidden champions. With expertise in positioning, growth, transformation, digitalization and efficiency, we start with the big picture and support our clients all the way on their journey. 
Our passion for people, communication and change is as great as our passion for analytics, ideas and concepts. It is this duality that defines us at our core.
For us, this is the definition of modern, “end to end” strategy consulting.