Summary
The most closely watched topic today was the very fact that the smartphone, a "gadget," is being discussed within the context of luxury. Sony's Xperia 10 VIII, set to go on sale in Japan on October 8, has drawn considerable buzz even before its release, and it is increasingly being discussed in terms of the meaning of ownership rather than price range or specifications. Following suit, Samsung moved ahead with the domestic rollout of the Galaxy Z Fold8 Ultra and Flip8, clearly signaling its strategy of positioning foldable devices as premium products. The sight of an everyday item, the smartphone, boldly entering the realm of luxury goods long occupied by jewelry and watches appears to reflect the shift in luxury consumption this year.
Details
Of course, traditional luxury brands are not standing idle. Bulgari presented new jewelry and has recently increased its visibility considerably. For Bulgari, known for its snake-motif Serpenti line and geometric designs, new collection launches have always been industry-defining events, and this time its presence remains unshaken. Meanwhile, Motorola announced the launch of the "motorola edge 70 fusion" and, following Samsung and Sony, is working to reshape its brand image from the mid-range toward the high end. Yves Saint Laurent kept its content at the top of the freshness rankings with an OP article on the new black fragrance it unveiled on September 22, generating buzz in the separate luxury category of scent. Gucci earned a great deal of exposure through its look roundup article for Vogue World 2026, and the styling worn by members of XG drew a strong response. Dior has also kept pace. Its weekly costume coverage featured celebrities such as Tom Cruise and Sophie Wild, continuing to play a role in bringing Hollywood and Paris closer together. Domestic brand TASAKI recorded significant exposure in September through its store opening at Rinku Premium Outlets, extending its reach for high-end pearl jewelry. Van Cleef & Arpels continued to hold the attention of wealthy clients by repeatedly announcing new high jewelry pieces. And Jo Malone London, by unveiling its 2026 Christmas gift set information early, fired the starting gun on the holiday season while it is still only October.
- 1Following suit, Samsung moved ahead with the domestic rollout of the Galaxy Z Fold8 Ultra and Flip8, clearly signaling its strategy of positioning foldable devices as premium products.
- 2Meanwhile, Motorola announced the launch of the "motorola edge 70 fusion" and, following Samsung and Sony, is working to reshape its brand image from the mid-range toward the high end.
- 3Yves Saint Laurent kept its content at the top of the freshness rankings with an OP article on the new black fragrance it unveiled on September 22, generating buzz in the separate luxury category of scent.
- 4Gucci earned a great deal of exposure through its look roundup article for Vogue World 2026, and the styling worn by members of XG drew a strong response.
- 5And Jo Malone London, by unveiling its 2026 Christmas gift set information early, fired the starting gun on the holiday season while it is still only October.
Conclusion
Looking at all this, it seems fitting to describe today's luxury market as a "tug-of-war between technology and tradition." While two smartphone makers hold the top spots, long-established jewelry, fragrance, and fashion brands are countering with a flood of new releases, steadily laying the groundwork for the year-end shopping season. For consumers, today felt like a sign of an era in which not only wristwatches and necklaces, but also the smartphone in their hand, are becoming tools of self-expression.