“If You Know, You Know”

We’re meeting two men who, at first glance, could hardly be more different. On one side is Hugo Chizlett, designer at Bentley Mulliner and a self-confessed car enthusiast. On the other is The Gstaad Guy – though that’s not his real name. The influencer keeps his identity private. Through his characters – Constance, an overprivileged British aristocrat from London, and Colton, a nouveau-riche Gen Z Californian – he humorously parodies the very audience targeted by the company Hugo works for.

Hugo Chizlett joins from the UK. He’s sitting in his personal man cave, surrounded by posters of legendary automobiles – not just Bentleys, but even an old fuel can. One artwork stands out: an artistically reimagined Bentley in the style of Daniel Arsham, unlike anything we’ve seen before. Or rather: unlike anything we could have seen before.

The Gstaad Guy, meanwhile, joins in fitting fashion – from the passenger seat of a luxury car built in Crewe. Somewhere in Italy. The connection keeps cutting out, but that hardly matters. In fact, his location couldn’t be more appropriate for this interview: he’s sitting inside a Bentley Bentayga Chalet Car. And that’s exactly what we’re here to discuss. 

For anyone who has no idea what just happened: Who are you, and what are you working on?

Hugo Chizlett:

I’m Lead Designer for Bentley Mulliner, Bentley’s bespoke division. I now work exclusively in that area, which means all my projects are custom commissions. Sometimes they’re one-off requests, sometimes they’re editions like the Bentayga Chalet Car.  The idea behind this vehicle was to create something bigger – something our customers could participate in and that captures the spirit of The Gstaad Guy’s world. On the design side, our role was to translate his thoughts, ideas, feelings, and emotions into the car he’s sitting in right now and kindly showing off for us.

The Gstaad Guy: I’m a content creator, and my mission is to embody the Gstaad Guy from real life. A “Gstaad Guy” is, in many ways, someone addicted to excellence. He’s a connoisseur who demands the very best in every aspect of his life and enjoys it with a certain joie de vivre, good manners, and tact. I’ve only ever worked with brands that stay true to themselves. And in my opinion, the only car manufacturer that combines ultimate performance with ultimate luxury and comfort is Bentley. The brand fits the Guy perfectly.

My dream has always been to have a chalet on wheels. I love the idea: rugged enough on the outside to conquer any terrain, yet warm, cozy, and comforting on the inside. There’s no better home for that concept than the Bentayga. I’m actually sitting in it right now as a passenger, driving through Northern Italy, and I feel like I’m perched in the coziest spot imaginable. The Wi-Fi and signal aren’t quite as good as they could be—that may improve with Chalet 2.0—but otherwise, everything is fantastic. Truly everything.

As he says this, the line crackles. Every few sentences, his voice fades, cuts out, and returns. The Chalet Car, it seems, has not yet achieved perfect connectivity.

Being unreachable is a luxury in itself. Some people take luxury almost too seriously. How important was humor – the tongue-in-cheek undertone – to this project?

The Gstaad Guy: Luxury is unique. On the craftsmanship side, with the ingredients and execution, seriousness is absolutely essential – especially in the automotive world. A car has to be safe, comply with regulations, and perform flawlessly. But the audience’s perception is rarely serious. People know that, as human beings, we actually need very few things. Most of what we own are luxury goods. And by definition, a luxury good isn’t necessary – it should be enjoyed with a smile. The people creating luxury take their work very seriously, but they also smile if they love what they do. That’s exactly the perception we wanted to play with. We know people enjoy beautiful things like a Bentley, and we wanted to turn that dial even further – toward the true essence of luxury. For me, that essence is cocooning, coziness, and warmth. We wanted to express all of that through humor, making it accessible and enjoyable.

Is that something inherently British – taking your work seriously, but not taking yourself too seriously?

The Gstaad Guy:  Absolutely. Think of Top Gear. It’s the embodiment of that mindset. Jeremy Clarkson was a wonderful ambassador for it. The show featured some of the most extraordinary cars in the world, and Clarkson simply enjoyed them. Cars are meant to be driven. The Bentayga Chalet Car was built to be driven and enjoyed.

Hugo, how does a designer at Mulliner approach a project like this?

Chizlett: As silly as it sounds, it often starts by not thinking about a car. It’s about understanding what the customer wants – in this case, The Gstaad Guy. What does he expect? What’s his vision? How can we translate it? Before we even talked about the car itself, we spent a lot of time talking and creating mood boards until we were completely aligned. Once we reached that point, the design process was incredibly smooth. The execution was shaped by the seriousness and respect for craftsmanship that The Gstaad Guy mentioned. We literally build the vehicle piece by piece. It’s like a puzzle: cocooning, warmth, colors, atmosphere – we know the elements we want to include, and then we experiment to see how they fit together. Sometimes you make progress and then need to take a small detour. But in this case, the process was remarkably smooth.

At what point did you both realize: “Wow, this is actually happening”?

The Gstaad Guy: When I visited Crewe, Bentley’s headquarters. Luxury products always seem mysterious from the outside. You see this incredible object wrapped in mystique, and because you never witness the process, it feels like it simply appears. Then I met the incredible team and saw every step of the craftsmanship and manufacturing process. That’s when it hit me: this is how the real product comes to life. It was truly remarkable.

Chizlett: I agree one hundred percent. You can have countless calls and planning meetings, but once The Gstaad Guy and I sat down together and discussed all these ideas face-to-face, it became real. That’s one of Bentley’s unique strengths: everything is created inside a single factory. If you came to visit and wanted to see how stitching is done, you could walk there. Then you could visit the paint team, then the wood workshop, and in a single morning see every detail of how a car is made. That’s impossible for many products – whether it’s a smartphone, another car brand, or anything else.

What makes the Chalet Edition special? What do you notice first?

The Gstaad Guy:

I’ll start with the second question. The intention was that you notice very little. From a distance, it should resemble a chalet in the Swiss Alps. It should feel understated. Of course, a Bentley Bentayga is already a statement, but from afar the specification isn’t screaming for attention. The car appears to be a simple stone grey. When sunlight hits it, it reveals a subtle green hue inspired by alpine rock formations. Only up close do the details emerge. The lower section has an earthy brown finish, complemented by a red accent inspired by alpine roses. The interior mimics the various shades of chalet wood. We wanted to come as close as possible to a chalet interior while retaining Bentley’s leather comfort and tactile quality. The red accents appear in the seat belts, cushion trim, and alpine rose embroidery on the headrests. Branding is deliberately restrained. Hugo and I agreed from the start: luxury must live in the details. No giant logos. No loud colors shouting, “Look at me, I’m the Chalet.” It’s designed for those who care enough to look closely. But most importantly, we designed it for the driver. The Bentayga is wonderful from the passenger seat – but honestly, it’s best enjoyed from behind the wheel. A car for connoisseurs. Like every Bentley.

Hugo, have you ever actually been to Gstaad?

Chizlett: No. But that’s exactly what’s wonderful about working with someone like The Gstaad Guy. He’s able to convey the emotion of Gstaad itself. Through him, I felt as though I had been there. That’s what I mean when I say the process was smooth and fluid. The feeling and nuances he projects are exactly what future owners and observers of the car will understand.

How do you put a chalet into a Bentley without turning it into a theme hotel on wheels?

Chizlett: It was all about nuance. That’s it. An “if you know, you know” attitude. We don’t need to tell the whole world about this car. The people who should understand it will understand immediately. Those who want a loud, satin-black, attention-grabbing Bentayga can create one during the commissioning process. The Chalet Car sits at the opposite end of that spectrum.

On a personal level: What defines “the Guy”? How does he move through the world, and what would he never do?

The Gstaad Guy:

The Guy is deeply rooted in his habits – and he believes those habits are correct. The products and experiences surrounding him are clearly defined. The brands he works with are usually heritage brands. But the how and why matter even more. Why is Bentley special to the Guy? Heritage, history, craftsmanship, detail – everything in between. And the how is about manners, tact, respect for the product, and actually using it. The Guy scratches his watches. He wears his shoes. He drives his cars. That’s also a very Swiss value. People in Switzerland truly use Switzerland. They hike the mountains, ski the slopes, and enjoy the country for what it offers. The Guy believes in doing exactly that: enjoying the goods and services he’s fortunate enough to have access to.

You both operate in worlds where money plays a major role. But money and taste clearly aren’t the same thing. What’s the difference?

The Gstaad Guy:

One is a resource. The other is an attitude. They’re completely different. You don’t need money to have taste. Taste is a feeling, an emotion. Money simply allows you to translate that taste into ideas and collections. But money doesn’t create taste. Quite the opposite. I recently made a video about this: money can actually endanger taste. It’s much harder to make clear decisions in times of abundance than in times of scarcity. People who maintain exceptional taste despite abundance are rare. Fortunately, Bentley is a unique product designed for people with taste. The most attractive thing about a person isn’t necessarily having the same taste I do – it’s having taste that feels authentic. If someone dresses in a way I never would, but does so with conviction and authenticity, they have my utmost respect.

Hugo, wie sehen Sie das?

Chizlett:

As I said earlier, Bentley already sits within the sphere of taste through its heritage, prestige, and design DNA. Whatever colors or specifications a customer chooses, they’ll still remain within that world. Everyone has their own idea of what suits them. Our job is to bring that vision to life. I’d never judge someone else’s taste. Cars are a lot like clothing. What I’d specify for my own car this week might be completely different next week. What gives us joy is making someone’s dream a reality and honoring their taste, heritage, history, and story. Just as the Chalet Car tells one story, another customer’s story might revolve around a football club they followed with their father, or a watch they inherited. That’s the root of taste. The beauty of the bespoke division is turning those stories into individual cars that genuinely represent their owners.

Quiet Luxury has become a major topic recently. Is understatement a genuine value – or just another form of performance?

The Gstaad Guy:

There are no absolutes here. I do believe there’s a Quiet Luxury trend. But there’s also a genuinely quiet-luxury lifestyle: people who love luxurious products and experiences not to make a statement, but simply to enjoy them. One is rooted in signaling. The other is rooted in personal values. Both exist, but for very different reasons. Whether someone buys a chalet for reason A or reason B is entirely up to them. Our intended customer was the connoisseur, but ultimately it’s like art. The artist has no idea who will end up owning the work. All we can do is create something meaningful. Who eventually drives the Chalet Car is a mystery best left to the people themselves.

Chizlett: The trend certainly exists. But Quiet Luxury has been part of Bentley since the very beginning. Bentley has always been more understated, more subtle. Right now, much like The Gstaad Guy, I see many people wanting to be part of that trend. They’re living the trend rather than simply living naturally. As a brand, though, we don’t judge. We value customers and their wishes. That’s why we offer such a broad range of colors, materials, and options. We can do classic colors, chrome, wood, chalet-inspired specifications – or carbon fiber, bright colors, oversized brakes, and large wheels. What matters is staying consistent and authentic, rather than chasing every trend.

If we asked for the perfect, authentic setting for the Chalet Car, I’d assume: it’s meant to be driven. Period.

Chizlett: Exactly. The whole idea was this: you come down from the slopes, the car is waiting for you, you load the skis, luggage, family, and friends, and then continue straight to the South of France. You don’t have to worry about anything. The Chalet Car is this versatile, practical tool that’s always there and always dependable. Yet it distinguishes itself through countless subtle details. Those details – the contrast stitching, the warmth of the cocoon-like interior – never force themselves upon you, but they reveal themselves to those who know where to look.

Which brings us back to your earlier statement: If you know, you know…

Chizlett: Exactly. I actually think “If you know, you know” describes it better than “Quiet Luxury.” Quiet Luxury has almost become a trend. “If you know, you know” is a mindset. It’s a way of life – and one that never requires compromise