The oldest jeweler in the Locarno–Ascona region since 1944 – on connection, polo, and the fascination of the special
Alfredo Paganetti is CEO and owner of Charly Zenger, the oldest jeweler in the Locarno-Ascona region, founded in 1944. As a team sponsor of the Ascona Polo Cup, one thing connects him to the tournament above all: the people. In conversation, he shares what fascinates him about polo, why he supports the Styger Foundation, and what highlights are coming up in 2026.
Anyone who has lived in the same place for over 80 years knows their region like few others. Alfredo Paganetti, along with Charly Zenger, runs the oldest jewelry store between Locarno and Ascona – and has a very personal connection to the Ascona Polo Cup.
The oldest jeweler in the region – since 1944
«Charly Zenger is the oldest jeweler in the Locarno–Ascona region: founded in 1944, we are now over 80 years old. I am very strongly connected to the territory of Ascona – in everything that happens here, I try to be involved in some way, to support it. Because you can't just take; you also have to give something for a region to develop.»
Why Charly Zenger sponsors the Ascona Polo Cup
«What motivated me to sponsor, on the one hand, are the people I have met – the organizers are very charming. It takes place on our territory – so why not. Added to this is a target audience that is highly interesting. What fascinates me beyond that is the performance of these horses: I was massively surprised at how the animals are completely wet and sweaty after just a few minutes. They have a huge job to do and push themselves to the limit in this game.»
What connects polo and jewelers
“The connection between polo and my jewelry business is primarily about the people: interesting personalities, an audience that interests me. We don't exactly sell cheap products. Elegance and passion go well together there.”
The Highlights 2026
«There are no major innovations in the jewelry sector – the theme remains diamond jewelry. Women love diamonds; and as is well known, a lady's best friends are not us, but diamonds. In watches, there are two or three cool novelties from Hublot – very summery products. And then the eternal highlight: the novelties from Rolex. Getting them will be a huge competition; immediately after the fair we had around 500 phone calls for the new releases.»
Commitment to the Styger Foundation for Children
«My commitment to the Styger Foundation for children follows a simple principle: If you are fortunate enough in life to be doing well, you should also give something back. Since the foundation is connected to polo, it's only natural that I also do something there.»
Polo up close – and a wish for 2026
«My customers, whom I invite, are fascinated by the atmosphere. Many are experiencing polo for the first time. Many associate it with endless money, luxury, noble – but the sport itself is extremely tough and physical. Experiencing this once is very exciting. And on top of that: we have a world-class speaker.»
And if he could wish for something for 2026?
«It would be two things: good weather – and a win for Charly Zenger. And regarding the motto between jungle and Africa: I'm no longer the right age for Tarzan. I don't know yet – I will see.»
Frequently Asked Questions
Who is Alfredo Paganetti?
Alfredo Paganetti is CEO and owner of Charly Zenger, the oldest jeweler in the Locarno–Ascona region. As a team sponsor, he is involved in the Ascona Polo Cup.
What is Charly Zenger?
Charly Zenger is the oldest jeweler in the Locarno–Ascona region, founded in 1944 and thus over 80 years old. The range includes, among other things, diamond jewelry and watches from brands such as Hublot and Rolex.
Why does Charly Zenger sponsor the Ascona Polo Cup?
For Alfredo Paganetti, the deciding factors are the people and the congenial organizers, the connection to the Ascona region, and a highly interesting audience. In addition, he is fascinated by the performance of the horses.
What highlights are there in 2026 at Charly Zenger?
Diamond jewelry remains the focus. In watches, there are new arrivals from Hublot and the eagerly awaited new arrivals from Rolex.
Why is Charly Zenger involved with the Styger Foundation?
Alfredo Paganetti follows the principle of giving something back when you are doing well. Since the Styger Foundation is connected to polo for children, he supports them as part of his commitment.