Barbara Hans, you have a fascinating career path. You bring more than 25 years of international experience in leading marketing and transformation projects for luxury and consumer brands across Europe, Asia and the USA. Most recently, you were CMO at A. Lange & Söhne. What personally attracted you to the role at V‑ZUG?
I love brands that are built on an authentic story and exceptional products. That is exactly what impressed me about V‑ZUG from the very beginning. At the same time, I am convinced that V‑ZUG deserves to be even better known, so that more people can discover and enjoy these extraordinary products in their homes. The idea of building a bridge to new markets and new consumers is something that truly excites me. What also resonates deeply with me is how V‑ZUG approaches sustainability – and the importance it holds across the entire company.
Which personal values or experiences from your international career would you like to bring into the V‑ZUG marketing team?
I approach every new role with a great deal of care, respect and openness. I’ve learned that good ideas can come from anywhere in the team – and it’s exactly this diversity I want to nurture. At the same time, my experience has given me a deep understanding that markets and consumers have very different needs, and we must address them with intention. This is something I want to focus on even more closely together with the team. It is also important to adapt to the pace of the world with the right level of pragmatism. I refined this ability particularly during my time in China – and it has helped me many times since.
V‑ZUG stands for Swiss quality and longevity. What do these values mean for marketing?
These values are incredibly important and must be lived and felt across every aspect of the brand. In a world that is changing rapidly, quality and longevity are becoming increasingly relevant – for our customers and for future generations. Studies clearly show that people are seeking genuine experiences that last. Moments with the people who matter most – family, friends, their personal environment – hold a particularly high value. Health, wellness and longevity are now inseparable – and V‑ZUG’s appliances, with their high standards, can play a meaningful role in this. For marketing, this means: how and where we speak to people, which V‑ZUG world we create, and how we make it visible and tangible. All of this is rooted in quality and longevity. It is also essential to communicate the Swiss character in a way that is understood and appreciated internationally. Because V‑ZUG’s values are universal. Our task is to tell this story together in a way that resonates emotionally with people everywhere.
Where do you see the greatest global opportunities for the V‑ZUG brand – and how should marketing help realise them?
Significant opportunities lie where V‑ZUG already has a strong foundation – and where quality, sustainability and continuous innovation are increasingly in demand. It’s not about being present everywhere at once, but about focusing deliberately to create impact where it truly matters. China remains a key market: the urban middle class in its growing cities is actively seeking products like ours. At the same time, ongoing digitalisation opens new possibilities. Through AI, we understand our customers better, identify needs and trends earlier, and can communicate in a far more personalised way. Another central area is building long‑term relationships with the groups shaping the future of living: developers, construction companies, architects, designers and more. They decide whether V‑ZUG appliances become part of new properties from the outset. For marketing, this means building trust with these influencers, connecting ecosystems and making V‑ZUG’s value visible across all touchpoints.
