In 2009, Eyes Magazine made its debut in the Swiss media landscape, bringing a fresh perspective to the world of lifestyle and luxury. Fifteen years later, this high-end magazine, now a reference in its field, embodies elegance and exclusivity. To mark this anniversary, Karim and Martin, the co-editors behind this venture, reflect on their journey. This is a project that goes far beyond a simple magazine, defined by creativity, audacity, and passion.
The duo formed by Karim and Martin is anything but conventional. Karim, of Egyptian descent, grew up in Geneva, where he always had an interest in writing and art. “I’ve always loved to write. Since childhood, I composed poems, letting my pen flow” he shares. With a degree in business management and communications, he dreamed of creating a project that combined his creativity with his business acumen. At just 24, driven by an unshakable passion and relentless determination, he founded Eyes Magazine shortly after earning his MBA.
Martin, on the other hand, was born in the Netherlands to an Indonesian father and a Dutch mother. From a young age, he was passionate about drawing and dreamed of becoming an industrial designer. His notebooks were filled with sketches, showcasing a vivid imagination. However, he initially followed a more conventional path, studying law before joining the consulting world at Ernst & Young and KPMG.
After several years in the field, he transitioned into the luxury industry, taking on the management of several Hugo Boss boutiques in the Netherlands. Only after gaining solid experience did he take the leap to move to Geneva and pursue his creative dreams. Martin has reinvented himself several times throughout his career, transitioning from strategic consulting to the fashion world, and later to publishing. “I love the idea of starting fresh, exploring new paths. It’s what makes each stage more rewarding” he says.
The story of Eyes Magazine is also one of a chance encounter. Karim and Martin crossed paths for the first time in 2010, a year after the magazine’s launch. At the time, Martin was managing a boutique on Geneva’s prestigious Rue du Rhône and was looking to raise its profile. This meeting proved pivotal for both men. Karim recalls, “Martin was seeking visibility, and for Eyes Magazine’s very first anniversary, we organized an event at Les Terrasses du Platinum. That’s when our collaboration truly began.” Event organization has always been a core part of Eyes Magazine’s identity, creating unique experiences that strengthen relationships with a forward-thinking clientele. From being a client, Martin became a friend, and a few years later, a business partner. In 2013, they decided to join forces to take Eyes Magazine even further. “What convinced us that we were the perfect team was our complementarity, both personally and professionally. In addition to his role as Editor-in-Chief, Karim stands out for his vision and business acumen, while I focus on design and creativity as Creative Director” Martin explains.
Eyes is a project defined by creativity, boldness, and passion.
One of the strengths of this duo lies in their ability to evolve and adapt. “Martin’s arrival elevated the magazine to another level” says Karim. Together, they have redefined the magazine by drawing inspiration from international trends while preserving its Swiss essence. The result is an exclusive magazine with a sleek design that has won over luxury and lifestyle enthusiasts. But their journey hasn’t been without its challenges. “The magazine was launched in the midst of a global economic crisis. It taught us to adapt right from the start” recalls Karim. More recently, the Covid pandemic hit the publishing and events industry hard. During this difficult time, Martin had to cope with the loss of both parents, who passed away from cancer just six months apart. It was then that Karim played a crucial role, managing the business from Geneva while facing the uncertainty of the future. Throughout this period, the two partners displayed ingenuity by developing their communications agency, eyes.studio. “It’s in moments like these that you realize that beyond skills, it’s essential to support each other and rely on one another” says Martin. “It’s this ability to adapt and innovate that has allowed us to overcome challenges” he adds.
Eyes Magazine stands out with its unique approach to luxury. “Our mission is to inspire dreams” summarizes Karim. Their slogan, Pure Luxury Experience, reflects this vision. The duo is committed to offering a visual and tactile experience that feels more like a collector’s book than a mere magazine. The selection of articles, the quality of the paper, the modern design, and the impact of the images—all are designed to create an exceptional object. “Our goal was to create a magazine you would want to collect and proudly display at home” explains Martin. For him, Eyes Magazine is also a way to share a unique vision of lifestyle and luxury. “We aim to highlight brands that embody this spirit and exceptional craftsmanship, by offering them a platform worthy of their prestige” he explains.
Proud of their journey, the two partners emphasize the importance of their team. “We are fortunate to be surrounded by talents who share the same passion and vision and who contribute every day to the success of the company” they affirm. As Eyes Magazine celebrates its 15th anniversary, Karim and Martin have no plans to stop there. This year, they launched the digital version of their publication to complement their iconic print edition and expand their reach. Their ambition is to grow the magazine’s international presence, with an initial focus on the Middle East, particularly in Dubai and Abu Dhabi, starting in 2025. “We want to export our Swiss know-how and excellence to new markets” says Martin. Recently becoming a father to a baby girl named Esmée, he feels an added drive to push himself to secure the future and longevity of the magazine. The duo also dreams of new collaborations with iconic figures from the worlds of luxury, fashion, and design. Among the personalities that inspire them, Karim mentions Roger Federer, a Swiss icon he admires for his values of simplicity and humility. Ultimately, what Karim and Martin hope for most is that their readers continue to be captivated by each new edition.
