all commercial business, import-export and in particular the distribution in Switzerland and elsewhere of all luxury articles and products, notably those marketed under brands owned by it, or owned by The Ritz Hôtel, Limited, or its affiliated companies, as well as all operations related to this purpose including the holding and exploitation of all intellectual property rights; to create subsidiaries and branches, to take participations in, and more generally to participate in, all companies and entities having a direct or indirect relationship with its purpose; to grant loans or any other form of financing to shareholders, group companies or third parties, as well as to provide any kind of security, for the direct or indirect benefit of shareholders, group companies or third parties, in particular in the form of guarantees, pledges or securities on the company's assets; to carry out, either on its own account or on behalf of third parties, all operations, in particular financial ones, directly or indirectly related to its purpose or likely to promote it.