António Paraíso: "Luxury is a marathon and not a 100-meter sprint"
Business

António Paraíso: "Luxury is a marathon and not a 100-meter sprint"

SAPO Notícias29 August 2026 at 10:08

António Paraíso is introduced as a consultant and staunch defender of luxury, who believes in a construction work that requires time and precision to be executed. His positioning is based on the idea that luxury must be built gradually and sustainably, comparing it to a marathon rather than a 100-meter sprint.

For Paraíso, success in the luxury sector depends on a vision that combines attention to detail with a global perspective. The consultant values the importance of thinking through each element carefully, without sacrificing the coherence of the whole.

The article states that Paraíso considers that financial professionals typically do not possess the necessary sensitivity that creatives have for the luxury sector. This difference in approach leads, according to the consultant, to financial professionals seeking faster results.

As a consequence of this search for immediate results, Paraíso warns that financial professionals tend to bypass the fundamental rules of luxury marketing, compromising the sustainable and authentic construction of a premium brand.

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