Swedish Luxury

Gustaf III Kommitté promotes Swedish heritage, culture and excellent craftsmanship. It gathers premium
Swedish brands in order to fortify their international position.

Gustaf III Kommitté aims to strengthen the internationalization of companies in the Swedish cultural and creative industry.
Gustaf III Kommitté achieves this by:

  • Promoting export of Swedish high-end products and services
  • Creating international awareness of Swedish excellence and uniqueness through exhibitions
  • Organizing events for knowledge exchange, education and networking
  • Representing its members’ interests in Sweden and abroad 

You are welcome to contact us if you are interested to be a member.

Halda Watch Co

Hotel Diplomat

TOWE jewels

Svenskt Tenn

Vandra Rugs



Orrefors Kosta Boda

VO Vapen

The Absolut Company

OceanSky Cruises

Reijmyre Glassworks


Villa Dagmar

new member

new member


  • The admission criteria for the Gustaf III Kommitté are defined as follows:
  • The brand represents the highest  standards in terms of quality, design and service
  • The brand enjoys an outstanding reputation
  • The brand is positioned at the top price segment of its category
  • The brand is managed in Sweden by an independent organization
  • The brand complies with the basic principles of selective distribution
  • The brand shares, and actively supports, the philosophy, the mission and the goals of the Gustaf III Kommitté.


Gustav III Kommitté promotes the members to reinforce the idea of sustainability and environmentally-friendly design.
Handcrafted objects made with timeless design, durable materials and a high level of craftsmanship are meant
to exist forever and often have the right to do so through their quality and value.



Gustaf III Kommitté has taken its name from King Gustaf III (1746-1792) who today is one of the most well-known, as well as most controversial, Swedish kings. During his life-time he supported and strengthened culture and art, and he founded the Royal Opera, The Royal Theater and The Swedish Academy.

Gustaf III Kommitté, founded 2018, is a not-for-profit organization, funded by a combination of annual member fees and corporate sponsorship.  


CHAIRMAN Anna Cappelen, executive Chairman and family co-owner of Hotel Diplomat and Villa Dagmar
MEMBER of the BOARD Towe Norlén, founder of Towe Jewels 
MEMBER of the BOARD Maria Veerasamy, CEO Svenskt Tenn
MEMBER of the BOARD, Ambassador Veronika Wand-Danielsson, Head of Americas Department, Swedish Ministry for Foreign Affairs
Member of the Board, Remco Snoeck, Orrefors – KostaBoda

Sweden has a long history of excellent craftsmanship, reaching back to prehistoric times, an old reputation of innovation, and carries a strong, specific design-style known world-wide. The brands that push forward Sweden’s craftsmanship, high level of innovation and uniqueness, will be stronger by working together under one roof.
Gustaf III Kommitté is a member of the European Cultural and Creative Industries Alliance ECCIA.


Meisterkreis visited Gustaf III Kommitté

Meisterkreis, the prestigious German organization dedicated to promoting excellence in the luxury sector, recently paid a visit to Gustaf III Kommitté in Stockholm, Sweden on May 4th and 5th. The primary objective of this event was to facilitate the exchange of knowledge and experiences. Over the course of a 24-hour conference, Meisterkreis members and Gustaf III Kommitté members engaged in fruitful discussions concerning the various opportunities and challenges within the realm of luxury and premium sectors, while also exploring ways in which they could mutually benefit from one another. The initiators of this confenrece were Gustaf III kommitté.

Conference on increasing the export of Swedish premium products

Click to view the recording of Gustaf III Kommitté conference at Hotel Diplomat Stockholm on November 24th, 2022. Guest speakers were Mr Michael Ward, CEO of Harrods in London and chairman of Gustaf III Kommitté's English sister organization Walpole. As well as Ambassador Anna Ferry, Foreign Ministry, and Carl-Oscar Lawaczeck, CEO and Founder at OceanSky Cruises. The initiators of this conference were Anna Cappelen, Hotel Diplomat, Towe Norlén, Towe Jewels, and Mikael Sandström, Halda Watch Co.


During Dubai Design Week, "Swedish Excellence" gathered four Swedish premium companies that unite under the umbrella organisation Gustaf III Kommitté, to show the world Swedish high-end creations,based on timeless design, innovation, quality and uniqueness.


Together with Tillväxtverket, Gustaf III Kommitté, carries out a project with the aim to support companies with premium products and services as well as specialized craftmanship, with export. Tillväxtverket, The Swedish Agency for Economic and Regional Growth, is a government agency that works to promote sustainable growth and competitive companies in all parts of Sweden. We will have a conference at Diplomat Hotel in November 24th to present the result of this project.


You are welcome to contact us if you are interested to be a member.

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