Sebastien Santos

Sébastien Santos is a recognized luxury expert with 25 years of international experience. He supports prestigious brands in defining and executing their strategies by combining hands-on operational expertise with strategic insight. Trilingual (French, English, Japanese) and a graduate of the HEC Paris Executive MBA, he has led diverse missions for leading brands across sectors such as fine watchmaking, jewelry, embroidery, wines & spirits, concierge services, and fashion. His areas of intervention include brand repositioning, storytelling, direct-to-consumer strategy, and international expansion.

Formerly Director at LVMH Bulgari Japan, where he boosted sales of mechanical timepieces, and at Jaquet Droz Japan (Swatch Group), where he strengthened the brand's image during challenging times, he also developed the Asian markets for Parfums Givenchy and opened the first Roger Dubuis boutiques in Japan. He teaches luxury strategy and marketing at top institutions across Europe, Asia, and the Americas, enriching his lectures with strong academic grounding from prestigious schools such as HEC Paris, SDA Bocconi, and the Gemological Institute of America.

A truly multicultural strategist, he brings innovative thinking and deep expertise to brands aiming to thrive in the global luxury landscape.

Knowledge Areas

Luxury industry
High-Net-Worth Individuals (HNWI)
Cross-cultural communication
Japan market strategy

Academic Experience

Doctoral studies in Management Science – Université Paris Dauphine (DRM-ERMES)
Applied Jewelry Professional Diploma – Gemological Institute of America (GIA), Carlsbad, USA
Master’s in Organizational Studies and Theory – IAE Paris
Executive MBA, Luxury Major – HEC Paris / SDA Bocconi (Milan)
Certificate in Watchmaking – Hiko Mizuno College of Jewelry, Tokyo
Master’s in International Trade and Japanese – CPEI, INALCO / Université Paris Dauphine

Relevant Publications

Interview with Jean Cassegrain, CEO of Longchamp – BFM Business, March 25, 2024

Courses Taught

MBA Luxury Management and Marketing Management
The MBA in Luxury Management and Marketing aims to provide our students with a balanced education in luxury management and marketing concepts and techniques, personal development and intellectual openness.
This two-year programme is designed for future leaders in the world of luxury. Our courses are built around fundamentals and specialisations. Nearly 65% of the courses are taught in French and English, with semester 2 of the MBA 2 in Full English as part of the double degree programme with Rome Business School.
The plus? In order to acquire the necessary open-mindedness to the world, 2nd year MBA students will have the opportunity to enrich their course with an international experience in the second semester, with our partner the ROME BUSINESS SCHOOL.