In Basel, wealth tends to be displayed discreetly. For Jonas Lüthi-La Roche, it is part of the mindset of his home region not to make a big deal about wealth. It’s a sense of restraint that the Basel native knows well—and one that also guides him in his new role.
Since April 2026, Jonas Lüthi-La Roche has been heading Wüst und Wüst’s newly opened Basel office. While the company—which specializes in high-end residential real estate—is opening its sixth office in Switzerland with the Basel location, the region is familiar territory for its director: It is his home, has been his professional environment for years, and serves as the foundation for a network that has grown over a long period of time.
Jonas Lüthi-La Roche himself describes his new role as a «blank slate.» He brings with him his many years of experience and his network of contacts, but the brand still has to make a name for itself in Basel. That is what makes it particularly appealing to him: the chance to build up a location and help shape its development.
It was not part of the plan for Jonas Lüthi-La Roche to take on this role. After several years at a large corporation, where he worked in the commercial and residential real estate sector, he wasn’t looking for a new job. It wasn’t until he was directly approached by Batterman Consulting Basel AG that Wüst & Wüst came into the picture. The prospect of being able to shape and build things again ultimately led to the move.
This move is a natural fit for his professional career, in which housing and design played a role from an early stage: Jonas Lüthi-La Roche began his career as a cabinetmaker and worked in that field for several years. Later, he transitioned into interior design consulting and, together with a partner, started his own business in the premium segment of garden furniture. After further career moves, his path eventually led him to the real estate industry. As diverse as these stages may seem, certain themes have accompanied him from the very beginning: spaces, design, and connecting with people. Personal relationships, in particular, shape his business today.
«The real estate industry is 95 percent about people.»
Jonas Lüthi-La Roche
In Basel, there’s the added benefit that everything is close by: People know each other—and they run into one another again. Consequently, a personal reputation and established relationships carry significant weight for the real estate expert. Jonas Lüthi-La Roche is also deeply rooted in the region outside of his professional life. He has served on the Binningen City Council since 2024 and chairs the real estate committee.
His understanding of the Basel mindset is evident even in his choice of words. He uses the term «luxury» sparingly in our interview. He prefers to speak of exceptional properties and a discerning clientele. Opening a new location is one thing; establishing it in the market is another. Jonas Lüthi-La Roche is taking on this task right where he has deep roots: in Basel. This is where he feels at home; this is where he knows the real estate market and its key players. Now Basel is also set to Wüst and Wüst get to know.
Mr. Lüthi-La Roche, if you had chosen a different path when you were younger, what would have become of you?
«I probably would have been drawn to architecture or urban planning. Even as a young boy, I was fascinated by furniture stores. I later fulfilled that dream through my work in the fields of home living and interior design. Architecture and the people who live in it continue to inspire me to this day. I would have been very drawn to studying in this field—especially the idea of helping to design places where people will later live and that will endure for generations.»
What is your favorite way to start your day?
«I start the day with a good cup of coffee at home to wake up—and I usually have a second one right away at work. While I’m at it, I glance through the daily newspaper. I check out what topics are in the news, partly because they often spark conversations with customers later on.”.
»I'm a pretty disorganized person, so I need a certain amount of structure. I have set routines that I stick to, and they give me a common thread running through my week. At the same time, I don't want to schedule every minute of my day. It's important to me to have enough flexibility when I meet with people. That way, I can really take the time to address their concerns."
What does success mean to you personally?
«For me, personal and professional success is reflected in the fact that clients and employees trust me over the long term and enjoy working with me. This trust is the foundation for credible and lasting relationships that we build together. And, of course, for me, this also includes the joy of sharing successes with one another and feeling appreciated.»
What would you work for free for a week?
«For a project that gives young people a chance to grow—whether through sports or education. If I can support someone and help them take a step forward, I’m happy to do so. That’s also one of the reasons why I’m involved with the Kiwanis Club Basel-City. We raise money for children through various events. On Mother’s Day, for example, we sell roses. A special experience for me is the group outing with children from a children’s home to Europa-Park. Seeing the children’s joy brings us great joy as well.»
What was the best professional advice you ever received?
«A sales coach once told me, «If you want to be successful: listen, ask questions, take action.» That phrase has stuck with me. A conversation with a customer isn’t about overwhelming the other person with information. If you really listen and ask the right questions, you’ll learn much more about the person and their needs. And customers can tell whether your interest is genuine.»
We would like to extend our sincere thanks to Mr. Lüthi-La Roche for his contribution to this article.
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