Gstaad Guy has mastered the art of exclusivity, building a brand that is both satirical and aspirational. What started as a niche joke about the absurdity of luxury has evolved into an influential cultural commentary on the ultra-wealthy—without alienating them.

His distinct humor turns privilege into a playful narrative, making him a trusted insider among those who don’t need a discount code.

Now, with 1.1 million followers, he’s expanded his reach beyond comedy, launching Poubel, a jewelry line that blends irony with luxury. Designed as a collection of modular charms, Poubel turns status symbols into wearable winks, appealing to those who understand that the joke—and the prestige—is in the details.

Poubel x Ounass Pop Up began in Dubai at ICD Brookfield on Saturday, February 8 to February 17, 2025