The company's purpose is to market lifestyle products, fashion, cosmetics, alcoholic and non-alcoholic beverages, food and other luxury goods, brand development and maintenance, event management, develop and implement incentive concepts, provide strategic, operational and tactical business consulting and marketing concepts. The company also organizes travel and plans, organizes and implements golf sports activities. The company may establish branches in Switzerland and abroad, participate in, acquire or establish other companies in Switzerland and abroad, acquire, exploit and sell industrial property rights, know-how, intellectual property rights and real estate, and enter into all transactions and conclude contracts that are suitable to promote the purpose of the company or are directly or indirectly related to it.