Luxury appliance brand V-ZUG celebrates its 111th anniversary this year. From its beginnings as a family-run tinware maker in 1913, the Swiss company has come to be among the leading names in the global appliance industry, with a presence in Europe, Asia and Australia. 

In Singapore, V-ZUG first set up shop in Scotts Square, before moving to its current Ion Orchard showroom last year. With its mesh of strong form and function, the brand’s products can now be found in top-end developments and homes across the city-state. 

Angeline Yap, the brand’s regional managing director for Southeast Asia, says the high level of diversity in Singapore has contributed greatly to its popularity here. This diversity, she adds, has produced an interior design environment with especially varied tastes and preferences, which “aligns perfectly” with V-ZUG’s minimalist and versatile design ethos.

V-ZUG’s longevity has certainly been no easy feat. The industry has become more competitive over the years, as new players enter with novel technologies and designs. Smart appliances, for instance, have burst onto the scene most recently, with brands launching features such as mobile app integration and so-called “artificial intelligence-fuelled” functions.

Despite this influx of trendy offerings, quality remains a key consideration for consumers. Nearly 80% of consumers prioritise and build trust with brands that have “high-quality products and services”, according to the results of a PwC survey this year. Yap similarly notes that V-ZUG’s staying power comes from its commitment to not just innovation, but also the fundamentals of craftsmanship and precision. 

Prioritising quality and durability

Keeping its products Swiss-made is one way in which V-ZUG is keeping that focus on quality. Though most often associated with luxury watches, the label is a marker of high build quality and consistency across many other product categories, including home appliances.

Under Swiss law, a product can be considered Swiss-made only if 60% of its manufacturing costs are incurred in Switzerland. Yap explains that having its products certified as such involves “meeting stringent standards and undergoing a rigorous certification process at every stage of production”. For consumers, she adds, the label is a “guarantee of authenticity and exceptional performance”.

However, high production standards are just one aspect of building consumer trust; maintaining service even past the point of sale is equally important. A Deloitte study in 2023 found that there has been a “rise in demand for specialised treatment and improved customer service in return for consumer loyalty”.

“Consumers today lead busy lives,” Yap explains. “While they are willing to invest in quality appliances, they also expect them to work seamlessly, with prompt resolutions if any issues arise.”

Providing guarantees of durability is thus another area that V-ZUG has made part of its core identity. The brand offers a two-year warranty plus an eight-year commercial extended warranty on its appliances. “[This] reflects the confidence we have in the durability and exceptional quality of our products, providing our customers with peace of mind,” says Yap.

“This long-standing reputation for reliability, and our ability to anticipate and respond to the evolving needs of our customers, have kept us ahead in the competitive landscape of luxury appliances,” she adds.

Staying ahead

Of course, as consumers’ preferences change over time, progress and innovation have been equally vital in keeping V-ZUG relevant. 

For instance, to keep up with the market’s increased focus on sustainability, the company has invested more resources into reducing its products’ environmental impact. “Consumers increasingly seek products that align with their values … without sacrificing luxury or performance,” Yap notes. 

“People now expect luxury appliances to enhance their lives while minimising their ecological footprint,” she adds. Indeed, EY found that between February 2022 and October 2023, the percentage of consumers willing to pay extra for more sustainable goods and services rose from 24% to 32%.

To meet this growing demand for green appliances, V-ZUG has made its production processes carbon-neutral since 2020. “This approach permeates every aspect,” says Yap, “from assessing each product’s durability and repairability, energy usage, water consumption to choosing of materials.” The brand has also partnered with sustainable stainless steel producer Outokumpu to use recycled material in its appliances.

Beyond the broader strokes of V-ZUG’s sustainability strategy, Yap also points to individual products in the brand’s lineup, such as the RefreshButler, which uses steam to sanitise clothes; this, she notes, kills 99.9% of germs without the use of chemicals.

Besides ecological mindfulness, consumers are also trending towards products with high-tech functions, according to European trade association Applia. Yap says this isn’t just about the fancy gadgetry in and of itself but rather about appliances that “integrate seamlessly” with consumers’ lifestyles. “They seek appliances that not only perform exceptionally, but also simplify their daily routines through advanced automation.”

Dishing up

Among the latest offerings V-ZUG has unveiled is the latest generation of its AdoraDish dishwasher.

The appliance is one example of the brand’s emphasis on innovating to improve outcomes and user experiences. Its patented “SteamFinish” technology, for example, uses steam to “[rinse] away salt residue” that can cause marks and streaks on dishes. “The result,” says the brand, “is stain-free sparkling clean glassware, cutlery, and crockery after every wash cycle.”

Other touches that V-ZUG has added to the AdoraDish include the “SoftSlide” and “SoftClose” mechanisms, which allow the baskets inside the dishwasher to slide in and out smoothly, whether empty or fully loaded.

The latest iteration of the AdoraDish, which the brand says took nearly three years to develop, was unveiled at an anniversary event at its Singapore showroom. It features nine programmes not found in previous versions; among these are one optimised for cleaning wine glasses, as well as the “IntensivePlus” programme, which is meant for cleaning burnt and encrusted dirt on pans and dishes.

Speaking on the new AdoraDish’s functionality, Yap highlights the “Party” programme, which cleans dishes in a “record-breaking” 11 minutes. The idea was to create a mode that could keep up with the need for speedily washed dishes at large gatherings. “This truly embodies what 111 years of Swiss innovation can achieve,” Yap adds. 

She also points to the dishwasher’s quietness as another aspect that sets it apart from competitors, adding that the “ultra-silent level” is “ideal for open-plan living spaces”. At just 38 dBA, the AdoraDish produces about the same level of noise as a light rain.

Yap believes products like the AdoraDish are all part of creating a luxury kitchen. She adds that a kitchen should “embrace timeless design”, to create something that “feels effortlessly elegant and subtly luxurious, making you proud to showcase it to family and friends”. Having top-notch equipment is a major part of this, to not only improve the standard of cooking, but also to elevate the experience of using the kitchen as a whole.

“To me, a luxury kitchen is much more than just a space for cooking,” she concludes. “It’s where we come together to share meals, build relationships and create cherished memories; it’s a place where everyday moments turn into special occasions.” 

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