The oldest jeweler in the Locarno–Ascona region since 1944 – about connection, polo, and the fascination of the extraordinary
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 in particular connects him to the tournament: the people. In an interview, he shares what fascinates him about the sport of polo, why he supports the Styger Foundation, and what highlights are on the agenda for 2026.
Anyone who has lived in the same place for over 80 years knows their region like no other. Alfredo Paganetti runs the oldest jeweler between Locarno and Ascona together with Charly Zenger – and is connected to the Ascona Polo Cup in a very personal way.
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 feel a very strong connection to the Ascona territory – with everything that happens here, I try to be involved in some way, to support it. Because you cannot just take; you must also give something back so that a region can develop.»
Why Charly Zenger sponsors the Ascona Polo Cup
«What moved me to sponsor, on the one hand, are the people I met – the organizers are very likable. It takes place in our territory – so why not. Furthermore, there is a very interesting audience. What also fascinates me is the performance of these horses: I was hugely surprised at how the animals are completely wet and sweaty after just a few minutes. They have a huge job to do and give everything in this game.»
What connects Polo and a jeweler
«The connection between polo and my jewelry store is, for me, primarily the people: interesting personalities, an audience that interests me. After all, we don't sell cheap products. Elegance and passion go well with that.»
The highlights of 2026
«In the jewelry industry, there is no major novelty - the theme is still diamond jewelry. Women love diamonds; and ladies' best friends are well-known, not us, but the diamonds. Regarding watches, there are two or three cool novelties from Hublot - very summery products. And then the eternal highlight: the novelties from Rolex. Getting hold of them is becoming a huge competition; right after the trade fair, we had about 500 phone calls for the novelties.»
Involvement with the Styger Foundation for children
“My involvement with the Styger Foundation for children follows a simple principle: if you are lucky enough in life to be doing well, you should also give something back. Since the foundation is connected to polo, it is obvious that I should do something there as well.”
Polo up close - and a wish for 2026
“My clients, whom I invite, are fascinated by the atmosphere. Many experience polo for the first time. Many associate it with endless money, luxury, elegance – 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 make a wish for 2026?
“It would be two things: nice weather – and a victory for Charly Zenger. And as for the motto between jungle and Africa: I am no longer at the age for Tarzan. I don't know yet – I'll 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 committed to the Ascona Polo Cup.
What is Charly Zenger?
Charly Zenger is the oldest jeweler in the Locarno–Ascona region, founded in 1944 and therefore 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?
Decisive for Alfredo Paganetti are the people and the pleasant organizers, the connection to the territory of Ascona, and a very interesting audience. Furthermore, he is fascinated by the performance of the horses.
What are the highlights at Charly Zenger in 2026?
Diamond jewelry remains central. Regarding watches, there are novelties from Hublot and the long-awaited novelties from Rolex.
Why is Charly Zenger committed to the Styger Foundation?
Alfredo Paganetti follows the principle of giving back when things are going well for you. Since the Styger Foundation is connected to polo for children, he supports them as part of his involvement.