Frederico Samartini

Frederico Samartini is the forward-thinking CEO of Yssy & Co., a boutique Swiss consultancy renowned for its excellence in luxury brand strategy, customer experience, and digital transformation. With a background in global marketing, brand development, and business consulting, Frederico has become a respected voice in the luxury world—helping prestigious brands navigate modern challenges while remaining true to their heritage.

Yssy & Co., headquartered in Switzerland, caters to a discerning clientele that includes heritage watchmakers, haute couture houses, luxury hotels, premium automotive marques, and fine spirits brands. Under Frederico’s leadership, the firm has evolved into a strategic powerhouse that merges traditional luxury craftsmanship with the demands of a digitally native, global consumer base.

Strategic Leadership in the Luxury Sector

At the core of Frederico’s philosophy is the belief that luxury must continuously reinvent itself without losing its essence. This delicate balance is what he helps clients achieve—by building holistic brand strategies that blend timeless storytelling with cutting-edge innovation.

Frederico oversees client engagements that span market entry strategy, brand architecture, digital ecosystem design, customer journey mapping, omnichannel presence, and ESG-aligned positioning. His multi-disciplinary approach ensures that brands not only attract new audiences but also elevate the loyalty and lifetime value of their core clientele.

From global brand audits to localized campaign execution, Frederico ensures that every touchpoint upholds the integrity, exclusivity, and allure that define luxury.

Blending Heritage with Modernity

Frederico’s work is particularly celebrated for its ability to reconcile heritage with innovation. In an age when luxury consumers are younger, more diverse, and digitally engaged, many traditional brands face a paradox: how to modernize without commoditizing.

Frederico’s answer lies in crafting narratives that are both culturally resonant and strategically futuristic. He helps brands digitize their heritage—bringing archival content, artisanal techniques, and legacy values into interactive storytelling, immersive retail, and personalized digital experiences.

Under his guidance, many clients have launched successful e-commerce platforms, mobile concierge apps, virtual flagships, and content-led brand ecosystems that deepen emotional engagement.

Global Market Expertise

With experience working across Europe, Asia, the Middle East, and the Americas, Frederico brings a rare global fluency to luxury strategy. He understands the nuances of cultural perception, status signaling, and lifestyle trends that influence high-net-worth individuals (HNWIs) and ultra-high-net-worth individuals (UHNWIs).

He advises clients on market-specific positioning—from catering to millennials in Shanghai and Gen Z consumers in Los Angeles, to expanding into emerging luxury hubs such as Dubai, Mumbai, and Seoul. His strategies often include cross-cultural brand adaptation, premium influencer engagement, and in-market experiential activations that respect local tastes while maintaining global brand consistency.

Sustainability and Ethics in Luxury

Frederico is a passionate advocate for sustainability and ethics in luxury. He believes that future brand value will depend not only on aesthetics and exclusivity, but also on transparency, purpose, and cultural contribution. At Yssy & Co., ESG consulting is a core service offering.

He guides brands through responsible sourcing, circular product design, carbon-conscious operations, and community engagement initiatives. Whether it's helping a jewelry brand trace its gemstones or advising a fashion house on regenerative materials, Frederico ensures that sustainability becomes a lever of prestige rather than a compliance obligation.

Digital Transformation Without Dilution

Many luxury brands fear that embracing digital channels may dilute their mystique. Frederico has consistently shown that digital innovation can, in fact, amplify exclusivity. His digital transformation blueprints are focused on building intimacy, rarity, and seamless personalization.

From AI-powered styling assistants and blockchain-based product authentication to luxury CRM strategies and invitation-only virtual showrooms, Frederico has helped his clients harness technology in ways that enhance their core identity.

Building Brand Culture and Internal Alignment

Frederico also understands that the most powerful luxury brands are driven by strong internal cultures. He frequently leads workshops for client leadership teams, creative directors, and front-line staff—aligning internal narratives with external promises. He believes that luxury is first lived inside the organization before it is felt by the customer.

From designing internal brand books to structuring governance for creative consistency, Frederico ensures that every stakeholder in a brand’s ecosystem shares the same vision, language, and values.

Thought Leadership and Industry Recognition

As a thought leader, Frederico Samartini is frequently invited to speak at global luxury conferences, business schools, and innovation summits. His insights on the “New Codes of Luxury,” “Gen Z and the Future of Prestige,” and “Sustainability as Luxury’s Next Frontier” have influenced both startups and century-old maisons alike.

He also contributes regularly to publications like Business of Fashion, Luxury Briefing, and Forbes. His articles and commentaries are widely cited for their depth, relevance, and actionable intelligence.

Client Successes and Impact

Over the past decade, Frederico has helped transform the fortunes of multiple brands. He has:

• Repositioned a struggling Swiss watchmaker to appeal to Asian millennials, resulting in a 40% increase in regional sales.

• Orchestrated the global relaunch of a heritage leather goods label with a sustainability-first narrative.

• Designed a hybrid retail experience for a luxury fashion brand that merged AR, mobile commerce, and in-store personalization.

• Led a strategic review for a fine spirits brand entering the U.S. market, helping redefine packaging, pricing, and storytelling.

Each of these projects reflects Frederico’s commitment to delivering real impact—not just in brand metrics, but in how people feel when they engage with a brand.

Mentorship and Legacy

Frederico is also deeply committed to mentoring the next generation of luxury strategists, designers, and brand leaders. He teaches guest lectures at international business schools and supports young professionals through career coaching and strategic internships.

He believes that the future of luxury lies in values-led leadership, cross-disciplinary collaboration, and a refusal to follow formulas. Through his mentorship, he aims to cultivate not just marketers or strategists—but cultural architects who understand luxury as both an art and a responsibility.

Conclusion

Frederico Samartini is not just the CEO of Yssy & Co.—he is a steward of the luxury experience for a new era. With a rare blend of creative sensitivity, strategic clarity, and business rigor, he continues to help the world’s most prestigious brands find relevance, resonance, and revenue in a rapidly changing world.

Whether he is guiding a heritage brand through a digital renaissance or helping a startup define its premium proposition, Frederico’s work reminds us that true luxury is not just about what a brand makes—it’s about what it means.