BERLIN, Germany-Porcelain maker Meissen was one of more than 40 German and international luxury brands that formally established the Meisterkreis, or German forum for luxury, here earlier this week.

Meissen Chairman Christian Kurtzke was elected president of the group. Other board and forum members include executives from Montblanc Deutschland, Gaggenau, Leica, Porsche Design, German vintners like Robert Weil, and international luxury brands such as Chanel, Dior and Estée Lauder.

The role of the Meisterkreis is to promote networking within the sector and campaign for a new pleasure and luxury culture in Germany. According to a press release from the group, this initiative is encouraged by the results of a recently published survey by the opinion research institute TNS Emnid, according to which 76 per cent of all German people describe themselves as ‘hedonists’; among 14–29 year olds the figure rises to 88 percent.

“Through our work we would like to create a new awareness of the unique nature and variety of the luxury landscape in Germany and help to shape a relaxed luxury culture based on pleasure and values,” Kurtzke said.