Two individual but related businesses – Monocle is a multi-platform media company and Winkreative is a branding agency.
Between them, they have reshaped what it means to be an editorial brand, created concepts and designs for clients across the globe and defined a new global demographic.
Monocle launched in 2007 as a magazine and digital venture and today has HQs, bureaux, shops, cafes and staff correspondents in London, Zürich, Milan, Toronto, Los Angeles, Hong Kong, Tokyo, Bangkok, Singapore and Merano.
Its team of writers and editors – working alongside more than 100 global correspondents – look beyond the usual narratives to deliver in-depth reporting and comment on global affairs, entrepreneurship, the media, design, city-making and more. In 2020, the organisation launched its sister publication Konfekt, a quarterly magazine which dives into the worlds of fashion, craft and travel.
Both Monocle and Konfekt are followed by an affluent, informed and entrepreneurial audience of decision-makers who trust their take on the world.
Founded in 1998, Winkreative is the strategic and creative partner for the world’s visionaries, inventors and entrepreneurs.
From its Zürich headquarters and London creative hub the agency helps its clients break the mould and be heard through the noise.
The agency uses its expertise in brand strategy, identity and experience design and communication to push brands and businesses to where they want to be – creating work that opens new markets, manifests as experiences like no other, and delivers results.
Both Monocle and Winkreative are led by Tyler Brûlé, a recognised leader in shaping the tastes of informed consumers across the globe.
Canadian-born, Swiss-based Tyler started his career in broadcasting as a reporter with the BBC in 1989, before establishing Wallpaper* in 1996. His experiences as a journalist, editor and publisher have played a pivotal role in the foundation and growth of both Winkreative and Monocle.
Today, he continues to guide both companies as well as managing the portfolio of minority investments by Winkorp.
Despite their distinct individuality, the companies in Winkorp’s portfolio are united by a shared spirit.
At its core is a belief in the power of globalism and a commitment to quality – strength through simplicity and the importance of products and services delivered with both.
It comes through in an unrivalled understanding of informed consumers and businesses, a journalistic dedication to interrogation and a refusal to follow the accepted path, whether in branding or investigative reporting. Both Monocle and Winkreative are organisations with clear points of view and a curious, worldly outlook.
Winkorp has a number of other holdings, each with its own unique investment and collaboration model.
These include Trunk Clothiers, a menswear store for those looking to discover a worldly, contemporary take on classic style; Tracksmith, an independent running brand built on a deep love for the sport; Domi Living, a property and lifestyle consultancy with community at the heart of its ambition; and The Embassies, a global, intergenerational network of residences that changes how people perceive and experience getting older.
A company with an eye and an ear on the world of entrepreneurship – and its sights fixed on the future – Winkorp is always open to new ideas and opportunities.