Though they may not be the first thing one associates with high-end living, home appliances are emerging as a critical component of luxury homes. The proposition certainly makes sense; appliances are — humans and pets notwithstanding — the most interactive things in our homes. How they perform potentially has a massive impact on our daily experiences..

To meet this growing need, brands are increasingly going beyond pure function, and towards transforming the way in which homeowners engage with such appliances, prioritising ease, convenience and aesthetics. Among these players in the high-end home appliance space is V-ZUG, which has been looking to continually improve the quality of its products on multiple fronts.

The Swiss brand’s Excellence Line of kitchen appliances, for example, includes the CombiSteamer V6000 oven, which has features such as advanced temperature control and steam cooking. “These features not only enhance cooking performance, but also allow users to achieve professional-level results at home,” says V-ZUG’s head of sustainability Marcel Niederberger.

For Martin von Freedon, V-ZUG’s head of design, the Excellence Line is an embodiment of the brand’s commitment to its heritage, and to creating high-quality products. “Switzerland is renowned for its heritage in craftsmanship. True to this tradition, precision in design and engineering is essential to us,” he shares.

Always improving

Beyond technical performance, V-ZUG has also sought to enhance the user experience by innovating with how homeowners interact with its appliances. Von Freedon says such innovation is a means to meet “the market’s growing demand for personalisation and functional flexibility, which aligns with [the brand’s] goal of creating the ‘joy of use’”.

The CircleSlider, an interactive touch-enabled wheel that replaces traditional knobs and dials, is one feature borne out of V-ZUG’s experimentation with new forms. The idea behind the CircleSlider, says von Freedon, was to individualise the brand’s products while retaining a sense of familiarity for users. “The experience feels playful,” he adds.

Coming up with such features is, unsurprisingly, no walk in the park. Developing the CircleSlider required V-ZUG to “bring in additional UX/UI designers to our team, and necessitated even more cross-disciplinary collaboration than usual”, says von Freedon. And despite the many hands involved, he notes that having a clear North Star kept everyone on track. “Our collective goal was design excellence, and we articulated a refined design language that made it clear for everyone involved.”

Outside the kitchen, V-ZUG’s appliances include the RefreshButler, which “refreshes” garments without the use of detergents or other cleaning chemicals. The brand took the same high-tech approach when creating the RefreshButler: Using light, steam and photocatalysis — a reaction in which water is split into its components hydrogen and oxygen — the appliance is able to neutralise odours, sanitise and remove creases from fabrics.

Elevating the aesthetic appeal of its products is another area that V-ZUG has kept a close eye on. Its products have been “designed to complement contemporary architecture”, von Freedon notes. Sleek lines and a minimalist look mean easy integration into homes of all design themes; products in the Excellence Line also have harmonised panel heights, so they align perfectly when placed together. “Our products are not just appliances; they are integral elements of a stylish living space,” von Freedon adds.

Niederberger points out that the ultimate goal of V-ZUG’s design process is to “reflect a balance of practicality and elegance”, so that the products fit seamlessly into modern homes. “This alignment with lifestyle trends enhances the desirability of our appliances, making them a perfect fit for premium homeowners.”

Prepared to please

Of course, luxury goods come with high expectations. Much like other segments in the high-end market, going past the point of sale is now becoming commonplace for luxury home appliances. V-ZUG is taking note of this need to ensure consumers’ long-term satisfaction, says Angeline Yap, regional managing director for Southeast Asia.

“Our service philosophy is deeply rooted in a thorough understanding of our customers’ needs, which allows us to tailor our support effectively,” says Yap. For instance, the brand provides a direct appointment system that allows customers to schedule servicing sessions through call or text. This approach, Yap notes, “helps address any issues swiftly and efficiently” to give customers greater peace of mind.

Getting service right from the get-go is also important. After all, nobody wants to have to deal with repeated visits over a minor glitch. “We take pride in our high success rate for first-visit service interventions,” says Yap. Having trained technicians who can pinpoint and resolve any hiccups efficiently not only reduces downtime, but also further enhances the user experience, adding to the sense of luxury that people seek.

Ultimately, the shift towards premium appliances reflects a broader trend in luxury living. Homeowners want appliances that perform to a high degree of excellence, add to the aesthetic value of their homes and enhance their daily lives. 

For V-ZUG, solidifying its place in this market is about constantly improving its products, while sticking to its core values of craftsmanship and quality. “By highlighting our commitment to quality and innovation, we assure prospective buyers that they are investing in products that will provide lasting value and satisfaction,” Niederberger concludes. “This message resonates strongly in the luxury market, where discerning buyers expect nothing less than excellence.”

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