WHAT ARE THEIR BIGGEST INTERESTS?
Restaurant visits
Asset Management/Personal Finance
Wine
Workout
Cars
Cooking
Beverages
Health/Wellness
Interior design
Watches
Boats
BOAT OWNERSHIP
47% own a boat.
Of these, 93% own a motorboat
PLANNING TO BUY A HOME ABROAD
30% plan to buy a home abroad.
Of these, 42% plan to buy in Spain.
HOW MANY WATCHES DO THEY OWN?
5% of our readers are collectors and own more than ten 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?
21% of households own three cars
9% of households own 4 cars
6% 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: Connoisseur Reader Survey 2026.