Who is The Gstaad Guy?

An anonymous London-born satirist of old money

The Gstaad Guy is an anonymous satirist who parodies the habits of the very rich through a character called Constance, a frowning connoisseur in cashmere who sends most things to the bin. He keeps his own name private. Interviews describe him as born and raised in London and educated at a US business school, and he worked on Apple Pay at Apple before taking up the character full time. He posts as @gstaadguy on Instagram, TikTok and YouTube, and his Instagram and TikTok accounts are both based in the United Kingdom.

A WhatsApp joke that became a first video in January 2019

The character began as a joke passed around WhatsApp among friends and residents of Gstaad, the Swiss ski resort, and the first video went up on Instagram in January 2019. That August, Constance gained a cousin: Colton, a hype-loving Gen-Z trend chaser who is everything Constance is not. The first song, Commercial Flight, followed in September. By his own timeline he visited Gstaad for the first time that December, performing the song at the Gstaad Palace, and by August 2023 he had released five songs, the fifth titled À La Poubelle.

Constance, Colton and the à la poubelle catchphrase

Most videos are short sketches in which Constance rules on taste, from coffee orders and ski resorts to how long people take to answer a message, and consigns the rest à la poubelle, French for into the bin. Fantastique is his word of approval. All 13 of his latest Instagram captions carry the hashtag #ItsAllFamily. Since May 2025 he has also hosted The Gstaad Guy Podcast out of character, a guest-led show that his Instagram bio promises every Wednesday.

Loro Piana shoes, Poubel jewellery and a Bentley built with Mulliner

In November 2020 he launched a limited Loro Piana shoe called the Open Knitted Walk, sold online in Europe, followed by a second limited edition in December 2021. In August 2024 he launched Poubel, his own brand of modular sterling silver jewellery with hand-painted enamel charms. In May 2026 Bentley unveiled the Bentayga EWB Chalet Edition, a limited Mulliner edition designed with him. His own site lists Loro Piana, Acqua di Parma, Audemars Piguet and Bentley Motors as partners and names United Talent Agency as his agency.

His paid work is made in character, with Constance or Colton fronting the product, and it runs mostly to luxury and travel brands. His own site lists four partners: Loro Piana, Acqua di Parma, Audemars Piguet and Bentley Motors. On Instagram, 25 sponsored posts can be seen, from May 2019 to April 2026, and his most-tagged account is his own brand, Poubel.

Loro Piana accounts for the most. Eight of the sponsored posts tag it, from the Open Knitted Walk launch in November 2020 and the Summer Knitted Walk of December 2021, limited to 100 units in each of five colours, to two videos in September and October 2025. Acqua di Parma follows with four, from May 2024 to January 2026, three of them marked #Ad; the May 2025 one, captioned Sheep rush in, locals rush out, is the most-liked sponsored post we can see, with 75,821 likes and 2,026,242 views.

Bentley goes back furthest. The earliest sponsored post we can see, from May 2019, thanks Bentley Motors, and the May 2026 post revealing the Chalet Edition has 397,236 likes. Audemars Piguet, the fourth name on his partner list, appears in none of the 25 sponsored posts.

Since 2025 the sponsored posts have also covered travel, property and technology: Visit Hungary on Instagram and TikTok in May and August 2025, Alta Real Estate Dubai and the eSIM service Saily in November 2025, and two paid partnership posts for the AI assistant Claude in March 2026, beside the resale platform Vestiaire Collective in October 2025. Earlier sponsored posts named TAG Heuer and Indie Beach at Pampelonne, near Saint-Tropez, in 2022, and the chauffeur app Wheely in 2023.

Across all 25 sponsored posts the average is 22,257 likes. The nine from 2025 averaged 37,990, above the account's 27,201 average measured in September 2026, while the four from 2026 average 17,185, close to the April 2026 monthly average of 17,578. Those four drew between 613,752 and 2,305,445 views against a Reel average of 845,854, and the most-viewed of them, a Claude post, drew the fewest likes, 6,575.

His audience's own brand affinities put Apple first, then Walt Disney, Gucci, Nike and Christian Dior, with Prada, Chanel, Ferrari, Coachella and Porsche completing the top ten. A brand planning a sponsored post now should budget against the 2026 sponsored average of 17,185 likes and the Reel average of 845,854 views, not the peaks of his organic Reels.

The Gstaad Guy's Instagram audience, measured in September 2026, is 59.1% men and 81.1% aged 18 to 34, led by the United States and the United Kingdom, with London and New York as its two largest cities. His TikTok audience is younger and leans female, so the two accounts do not reach the same mix of people.

59.1% men, with 81.1% aged 18 to 34

Men make up 59.1% of the Instagram audience and women 40.9%, and the smaller side is still about 777,700 accounts. Half the audience, 50.1%, is 25 to 34, another 31.0% is 18 to 24 and 14.9% is 35 or older. The 13 to 17 bracket holds 4.0%, about 75,600 accounts, which a brief for alcohol or any other age-restricted product has to exclude.

The United States and the United Kingdom hold half the audience

The United States holds 32.4% of the audience and the United Kingdom 18.0%, together 50.4%. France, Switzerland and Italy follow at 5.1%, 4.5% and 4.3%, ahead of Germany at 3.0%. By city, Greater London leads at 13.1%, ahead of New York City at 7.3%, Los Angeles at 3.5%, Paris at 2.9% and Dubai at 1.5%. English is the language of 84.8% of the audience, so an English-language brief reaches more than five followers in six.

17.6% of his Instagram following does not pass the credibility screen

Audience credibility is 82.4%, so 17.6% of the following, about 335,700 accounts, does not pass the screen. The follower-type split is a separate reading: 49.3% real accounts, about 939,000; 30.0% mass followers, about 570,000; 12.5% other influencers, about 237,300; and 8.2% suspicious, about 156,800. The influencer accounts, one follower in eight, outnumber the suspicious ones.

Clothing, sport, photography, travel and luxury goods lead his audience's interests

The audience's measured interests run clothes, shoes, handbags and accessories at 37.9%, sports at 32.4%, camera and photography at 31.7%, travel at 31.5% and luxury goods at 30.4%. Restaurants and food at 29.1% and cars and motorbikes at 25.7%, about a quarter of the audience, come further down the list.