He Mocks the Rich for a Living

Gstaadguy forged his path by mocking the ultra rich. But the biggest misinterpretation is that the joke took off by chance. It was strategically designed to land by hooking two completely independent audiences.

The billionaires that see the videos don’t take offense. They felt celebrated. Whereas the regular scroller doesn’t get jealous. They feel justified. Opposite viewer segments watch for completely different reasons, yet their entertainment value remains the same.

Gstaadguy’s done more than just pique people’s interest. He’s created an irreplaceable fictional persona that audiences have grown affectionate towards. When you open his page, you step into a universe with its own original characters, inside catchphrases, and resounding facial expressions. Through cementing these key distinctions, Gstaadguy has truly affluent people copying him.

A collaboration with luxury brands like Loro Piana gives them something they cannot buy anywhere else: direct access to an untapped customer segment.

All 600 Loro Piana shoes sold out. The people being satirised are the same people reaching for their wallets, and that contradiction is exactly what makes the access so valuable.

As much as it is satire, the content projects real-life locations, language, and lifestyle choices that the rich actually relate to, and that is why they watch.

Gstaadguy has become the social media link between premium brands and their target audiences.

Poubel jewelry and Palais Constance Rosé are literal extensions of Gstaadguy’s fictional universe.

Basing a company name off “Poubelle” - the french word for “trash,” is the ultimate epitomy of this gigantic inside joke. The product only makes sense if you understand the story behind it. And Gstaadguy’s wine, Palais Constance Rosé, immediately attracted a younger clientele. The wine isn’t the selling point. The joke is.

Both companies create an exclusive door policy. And everybody wants in.

Insulting the system beats the system.

The brands he mocks are paying him to mock them. The billionaires he satirises are his most loyal audience. Every apparent contradiction to profit is the strategy Gstaadguy takes, and yet, he’s more successful than anyone in his space.

The people with genuine taste and wealth appreciate the ridicule, and the rest of us find the content amusing and ourselves vindicated. He sells it perfectly to both sides. And neither side feels worse off.

Gstaadguy’s satiric success is the testament to the diligence he put in to truly understand who he was mocking.


What separates a comedian from a cultural icon is the ability to deliver the references that you wouldn’t understand unless you were actually in the room.