Luxury homes in Switzerland: record prices in 2026

Contesto

In brief - Swiss luxury properties +3% in 2025. - Alpine regions +6% due to foreign demand. - St. Moritz tops the price chart. - Ticino stagnant but stable. ## Key facts - What: Increase in luxury property prices - When: Throughout 2025 - Where: Switzerland (focus on alpine regions and prestigious destinations) - Who: UBS (study "Luxury Property Focus 2026") - Amount: +3% annual average, +6% alpine regions The Swiss luxury real estate market confirmed its vitality in 2025, registering a further increase in prices. According to the new UBS study "Luxury Property Focus 2026," published by the credit institution, high-standard properties saw an average annual increase of 3%. However, alpine regions stood out in contrast, with increases averaging up to 6%. This performance was driven by strong demand from wealthy foreign buyers, attracted to the most prestigious mountain resorts in the Confederation. The ranking of the most expensive locations sees St. Moritz (GR) at the top, confirming its status as the queen of luxury with an average price of 52,000 francs per square meter. Close behind are Gstaad (BE) and Verbier (VS), with average prices around 45,000 francs. Outside the alpine arc, Cologny (GE), on the shores of Lake Geneva, holds the record with 43,000 francs per square meter, while Küsnacht (ZH), on Lake Zurich, reaches 37,000 francs. In absolute terms, for a high-end apartment of 150 square meters in a privileged position, the average investment ranges between 4 and 5 million francs. For single-family villas with plots of over 1,000 square meters, the figure frequently exceeds 10 million francs. Globally, St. Moritz maintains its title as the world's most expensive luxury destination, surpassing historic venues like Monaco and Aspen (USA), where average prices per...

Dettagli operativi

Focus Ticino: Stagnation and Challenges The regional picture for the Canton of Ticino presents unique characteristics that diverge from the national and Alpine trends. According to UBS's analysis, over the past year, the prices of high-end properties in Ticino have experienced substantial stagnation. This data emerges clearly from the study "UBS Luxury Property Focus 2026," which highlights a local market that, although stable, does not exhibit the vibrancy of the Alpine regions or the more renowned urban areas. The specialists at the bank led by Sergio Ermotti emphasize that the high-end Ticino market is currently characterized by particularly long sales periods. This means that luxury properties tend to remain on the market for extended periods before finding a buyer, a signal of less dynamic demand or an offer that needs adjustments. However, the local market manages to avoid a genuine collapse thanks to two key factors, as underlined in the study. Firstly, the constant influx of new wealthy investors from Italy. The geographical proximity and historical and cultural ties make Ticino a preferred destination for many Italian buyers looking for investment opportunities or second homes. Secondly, the solid performance of the Lugano financial center, which guarantees stability to the luxury real estate sector. The presence of banks, financial institutions, and a robust economic ecosystem helps maintain a certain level of interest and confidence in the market, mitigating negative trends. Despite price stagnation and prolonged sales periods, these strengths prevent a significant downturn, keeping Ticino as an interesting market, albeit with its own dynamics. The current situation requires careful evaluation from sellers and buyers, considering the specifics of the local m...

Punti chiave

Implications for Cross-Border Workers and Next Steps Although the UBS 'Luxury Property Focus 2026' study primarily focuses on the luxury real estate market, its implications can extend to the general real estate market, potentially affecting cross-border workers residing in Italy and working in the Canton of Ticino. The analysis of prices in Switzerland, with significant increases in the Alpine regions and a general growth of 3% at the national level, highlights a Swiss real estate market that is generally expanding, especially in the high-end segment. This could translate into an overall increase in housing costs in Switzerland, which could indirectly have repercussions on the cost of living for those working across the border. For cross-border workers, especially those considering a move to Switzerland or looking to purchase properties in the Canton of Ticino, it is crucial to understand these dynamics. The stagnation of prices in Ticino, although less dynamic compared to other regions, could offer more accessible opportunities compared to the more exclusive Alpine destinations or the more sought-after border areas. However, the prolonged sales times reported by the UBS analysis imply that purchasing a property in Ticino may require greater patience and a more targeted search strategy. It is important to consider that the average prices cited in the study (e.g., 52,000 CHF/sqm in St. Moritz) refer to luxury properties and do not necessarily reflect the standard residential real estate market. For cross-border workers who intend to purchase or rent a property in Switzerland, it is crucial to inform themselves about the specific local regulations and associated costs, such as withholding taxes, property maintenance costs, and any municipal taxes. In-depth knowledge of t...

Punti chiave

[{"q":"Which are the most expensive Swiss locations for luxury real estate according to the UBS study?","a":"According to the UBS Luxury Property Focus 2026 study, the most expensive Swiss locations for luxury real estate are St. Moritz (GR) with 52,000 CHF/sqm, followed by Gstaad (BE) and Verbier (VS) with approximately 45,000 CHF/sqm. Outside the Alps, Cologny (GE) records 43,000 CHF/sqm and Küsnacht (ZH) 37,000 CHF/sqm."},{"q":"How does the Canton of Ticino position itself in the Swiss luxury real estate market?","a":"According to the UBS analysis, the Canton of Ticino presents a static regional picture with substantial stagnation in high-end real estate prices over the past year. Sales times are particularly long."},{"q":"Which factors support the luxury real estate market in Ticino despite the stagnation?","a":"The luxury real estate market in Ticino is mainly supported by two factors: the constant influx of new wealthy investors from Italy and the solid performance of the financial center of Lugano, which ensures stability in the sector."},{"q":"What is the general trend of luxury real estate prices in Switzerland in 2025?","a":"Throughout 2025, luxury real estate in Switzerland recorded an average price increase of 3% year-on-year, according to the UBS Luxury Property Focus 2026 study."},{"q":"Have the Swiss Alpine regions recorded different price increases compared to the national average?","a":"Yes, the Swiss Alpine regions were in contrast, recording average price increases of 6% in the luxury real estate market, driven by strong foreign demand."}]

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