What made luxury news this week

From global celebrity partnerships and fashion showcases to premium spirits and cocktail culture, this week’s luxury updates spotlight the evolving intersections of fashion, entertainment and lifestyle. Here is everything making headlines.

Priyanka Chopra Jonas joins the Rolex family as Testimonee

After being the face of  Bvlgari and Bentley, Priyanka Chopra Jonas has officially joined Rolex as a Testimonee, marking another milestone in a career defined by cultural influence and international success. Actor, producer and entrepreneur, Priyanka has steadily bridged Indian cinema and Hollywood while shaping conversations around representation and storytelling on a global scale. Beyond entertainment, her long standing work with UNICEF and advocacy for education and gender equality continue to shape her wider impact. Her association with Rolex feels aligned with the maison’s legacy of honouring individuals whose work reflects excellence, endurance and influence.

Payal Singhal unveils Shahnameh in New York at Pernia’s Pop Up Studio opening

Designer Payal Singhal unveiled her latest collection, Shahnameh, in New York City at the grand opening of Pernia’s Pop Up Studio’s new Madison Avenue flagship. Inspired by mythology, heritage and storytelling, Shahnameh reinterprets historical narratives through a contemporary lens for the modern woman. The evening also featured a panel discussion moderated by Anu Sehgal with Payal Singhal, Rema Vasan and Anish Melwani, alongside a keynote address by Shipra Sharma, reflecting on identity, representation and the evolution of diaspora dressing.

ABD Maestro launches Bar Maestro to spotlight India’s bartending talent

ABD Maestro, the luxury spirits subsidiary of Allied Blenders and Distillers, has announced the launch of Bar Maestro, a new multi city bartending and skills competition in collaboration with Tulleeho. Spanning Mumbai, Delhi, Gurgaon, Goa, Pune, Bengaluru and Kolkata, the initiative aims to celebrate India’s rising cocktail culture while offering bartenders a platform to showcase creativity and craftsmanship. Structured across three rounds, the competition invites participants to create signature cocktails inspired by local culture and regional identity using ABD Maestro’s premium portfolio, including RANGEELA Contemporary Indian Vodka, ZOYA Special Batch Gin and WOODBURNS Contemporary Indian Whisky.

Cristal Azul expands footprint in India with Delhi launch

Premium tequila label Cristal Azul has strengthened its presence in India with its launch in Delhi, following earlier expansions into Mumbai and Goa. Produced in Mexico and refined in New York, the tequila is crafted using 100 percent Blue Weber Agave sourced from Jalisco, bringing together traditional production techniques with a more contemporary sensibility. Cristal Azul offers a diverse portfolio including Blanco, Reposado, Añejo, Extra Añejo, Gold and Silver expressions, each showcasing distinct flavour profiles. The brand has also gained recognition at international spirits competitions, with accolades for both its Reposado and Añejo variants.

Bucherer opens the world’s highest Rolex boutique atop Mount Titlis

Rolex owned retailer Bucherer has unveiled what is now the world’s highest Rolex boutique, perched more than 3,000 metres above sea level at Switzerland’s Mount Titlis. Located inside the newly redeveloped Titlis Tower, the boutique combines panoramic alpine views with luxury retail, creating a destination designed as much for experience as it is for horology. Designed by renowned architecture firm Herzog & de Meuron, the project transforms a former 1980s telecommunications tower into a dramatic glass and steel landmark overlooking the glacier covered summit. With floor to ceiling glazing, natural materials and Rolex’s signature design language, the boutique embraces a quieter, immersive approach to luxury. Rather than traditional retail density, the space prioritises lounge style seating and uninterrupted mountain views, inviting visitors to experience Rolex in an environment where architecture, landscape and craftsmanship converge.

Gaggan Anand to debut first hotel inside a 200 year old Japanese sake brewery

Celebrated chef Gaggan Anand is set to enter hospitality with the launch of his first hotel, located within the historic Daimon Sake Brewery in Osaka, Japan. Slated to open in 2029, the boutique luxury property will be reimagined by acclaimed architect Bill Bensley, bringing together culinary storytelling, heritage and immersive hospitality under one roof. The upcoming property will feature just 15 suites, each uniquely designed, alongside a spa, onsen, sake tastings, arts programming and multiple dining experiences. Operating on an all inclusive format with curated itineraries and pre planned dining, the hotel aims to deliver an intimate, experience led stay for no more than 30 guests at a time. Positioned between Kyoto and Osaka, the project marks an ambitious new chapter for Gaggan Anand, extending his boundary pushing philosophy beyond restaurants into the world of travel and design.

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