WHAT ARE THEIR BIGGEST INTERESTS?
Health/sports/fitness
Cars
Asset management/private finance
Restaurant visits
Cooking
Wine
Golf
Interior design
Boats
BOAT OWNERSHIP
46% own a boat.
Of these, 91% own a motorboat.
PLANNING TO BUY A HOME ABROAD
38% plan to buy a home abroad.
Of these, 44% plan to buy in Spain.
HOW MANY WATCHES DO THEY OWN?
41% own two to three watches
6% own more than 10 watches.
HOW MANY ACCOMMODATIONS DO THEY HAVE?
A place to stay
Two accommodations
Three accommodations
Four or more
HOW MANY CARS ARE THERE IN THE HOUSEHOLD?
19% of households have 3 cars
8% of households have 4 cars
7% of households have 5 or more cars
HOW MANY COMPANIES DO THEY OWN IN WHOLE OR IN PART?
A company
Two companies
Three companies
Four companies
Five or more companies
HOW MUCH IN SECURITIES/STOCK DO THEY HAVE?
10–20 million Swedish kronor
SEK 20–40 million
40–60 million Swedish kronor
60-80 million Swedish kronor
SEK 80-100 million
+ SEK 100 million
Nothing
Source: Connoisseurs reader survey 2025.