Summary
This week's most talked-about name in the luxury world is neither a jewelry nor a watch brand, but House of Nulla, which has made headlines through fragrance. The brand unveiled its new perfume at a launch evening attended by special guests and, almost overnight, placed itself at the center of the industry. The move is a striking example of how today's luxury consumer is just as interested in personal and experiential products as in sparkling gems. The atmosphere of the event also clarified the brand's message to its target audience: luxury is now measured less by ownership and more by feeling.
Details
Right alongside this scent-driven buzz, the watchmaking world is facing its own test. IWC Schaffhausen emerged as one of the most talked-about brands during the Geneva-based GPHG 2026 awards season, a development that can be seen as a sign that Swiss watchmaking has entered a renewed race for prestige. While Rolex's overwhelming dominance in general brand recognition continues, Bulgari's name in high-end watchmaking discussions reminded everyone once again of the brand's multifaceted identity, spanning from jewelry to watches. On the Turkish jewelry scene, activity has been no less lively. Atasay launched its Gold and Diamond Tent Days on October 21, activating its store network across the country and aiming to revive classic gold shopping. Bee Goddess, meanwhile, made a far more ambitious move onto the international stage: with its new venues in Paris and Saint-Tropez, it brought Turkish design to the heart of the French Riviera, and it has now set its sights on one of Paris's most luxurious avenues. Altınbaş maintained its long-established recognition in the domestic market, while MAD Parfumeur carved out a solid place for itself in the fragrance segment with a new brand face announcement and campaign. On the global stage, Chanel became a talking point in fashion circles with its 2026-27 autumn-winter haute couture and high jewelry collection, while Dior redefined the aesthetic codes of summer luxury with news of stylish beach clubs in Europe.
- 1IWC Schaffhausen emerged as one of the most talked-about brands during the Geneva-based GPHG 2026 awards season, a development that can be seen as a sign that Swiss watchmaking has entered a renewed race for prestige.
- 2Atasay launched its Gold and Diamond Tent Days on October 21, activating its store network across the country and aiming to revive classic gold shopping.
- 3In the coming days, this competition is expected to intensify further with the results of GPHG 2026 and new collection launches.
- 4This week's most talked-about name in the luxury world is neither a jewelry nor a watch brand, but House of Nulla, which has made headlines through fragrance.
- 5The brand unveiled its new perfume at a launch evening attended by special guests and, almost overnight, placed itself at the center of the industry.
Conclusion
This entire picture shows that the fronts in the luxury sector have spread across a much wider area than before. On one side are brands forging emotional bonds through perfume and jewelry; on the other are giants who continue to debate prestige and craftsmanship in watchmaking. The fact that Turkish brands such as Bee Goddess and Atasay demonstrate strength simultaneously on both local and international stages is the most concrete proof that Türkiye is positioning itself not only as a market that consumes luxury, but as one that produces it. In the coming days, this competition is expected to intensify further with the results of GPHG 2026 and new collection launches.