Icona Capital Max-Hervé George Abode2 Magazine 3

Evolution In Investment


In a flourishing ultra-luxury hospitality market, Max-Hervé George, co-founder of Ultima Capital, is making headlines as he sells his shares to a Luxembourg investment fund. Julia Millen caught up with him to find out more.

Icona Capital Max-Hervé George Abode2 Magazine 3

Following a remarkable growth trajectory, which now boasts a rich portfolio of 48 residences, chalets, villas, and land across Switzerland, France, and Greece. Under George's visionary leadership, Ultima has expanded its presence in coveted destinations, solidifying its position as a leader in the ultra-luxury hospitality sector. At only 34 years old, George's entrepreneurial spirit has not only propelled the business to new heights but has also secured his place among the youngest European billionaires. 

A trailblazer in the industry, Max-Hervé George, along with his partner Byron Baciocchi, co-founded Ultima Capital almost a decade ago. Their innovative concept of providing tailor-made stays for ultra-wealthy clients in exceptional properties and exclusive destinations drove Ultima into the spotlight. Their ability to acquire assets, even in challenging situations, has set them apart. Notable successes include Ultima Gstaad, praised for its customer experience and spa, and acquisitions like Le Grand Jardin. Building on this success, Ultima is set to embark on new ventures with exciting openings on the horizon. During the next 12 months, Ultima Quai Wilson, Ultima Gstaad Promenade, and Ultima Cologny will be added to the portfolio of exceptional properties in Switzerland.  

Icona Capital Max-Hervé George Abode2 Magazine 3


Following the sale of Ultima Capital, Max-Hervé George directs his focus towards Icona Capital, an alternative investment company with a strong entrepreneurial spirit that operates in various sectors, including Data Centres, Real Estate, Credit, and the Financial Sector.  

Each of their investment strategies is grounded in thorough research, in-depth first-hand knowledge, and an ability to effect efficient implementation to maximise the greatest return potential. With a keen eye on emerging opportunities and a highly skilled and coordinated team, their activities stretch across Europe, covering different key capabilities. 

George's shift to Icona Capital reflects his commitment to alternative investments, building on the success that propelled Ultima Capital to the Bern Stock Exchange in 2019. 


Abode Affiliates

  • Alleyne Real Estate
  • Blevins Franks
  • Coldwell Banker
  • Crane Resorts
  • Monaco Real Estates
  • RDO
  • St Francis Links
  • Unique Home Stays
  • Yoo
  • Worldwide Dream Villas
  • Enigma Yachts Limited
  • Cornerstone Tax Advisors
  • Pedini London
  • Alexander James
  • Moore Stephen
  • Ibiza Transit Express
  • Oyster Yachts
  • Jumeirah
  • Wall Street Luxury
  • Heron Real Estate
  • Edenhurst
  • MG&AG
  • Gama Property
  • Touch Design Group
  • St Edward
  • Ultra Villa
  • Luxury Italian Living
  • Habitat First Group
  • BDO
  • 7Storeys
  • Worldwide Property
  • Dimora
  • Dominic McKenzie Architects
  • Harry Manning
  • Smart Living
  • Isle Blue
  • MAS Marbella
  • Millgate
  • Jersey Finance
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  • author-interiors
  • Wilkinson Beven
  • BoConcept
  • Ante Vrban
  • Deborah Garth
  • You home
  • Ra Shaw Designs
  • Caudwell Collection
  • accanto-interiors
  • Fritz Hansen
  • capital-rise
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  • neil-davies-logo
  • Tina Shone Group
  • Taplow riverside
  • Aimo
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  • Rusk
  • Consilium Expert Group
  • Ben Krupinski Builder
  • Swoffers
  • Guernsey Relocation Services
  • Douglas Graneto
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  • MJC Associates
  • plainspace
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  • M Design Architects
  • codan
  • Lovells
  • London DE
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  • Bellegarde Estates
  • Sinclair
  • Pippa Paton
  • Ecole d'Humanite
  • Benedek Lewin
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  • Locate Isle of Man
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  • AR Architecture
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  • Yellow House Architects
  • Designer Touches
  • Zafiro
  • Nicole Murray
  • Scout Boats
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