Max-Hervé George

Max-Hervé George (born March 28, 1989) is a French entrepreneur, and property developer, Chairman and CEO of Icona Capital and co-founder and CEO of Ultima Capital Group. George originally from Metz (France), and after a period in Switzerland, he is now based in London, UK. He is also known for managing a rare financial investment instrument life insurance contract "à cours connu", and his associated long-running legal fight with insurer Aviva. George is the youngest in the family, born March 1989, and grew up in Metz, France with his brother and sister. From a very young age George showed great interest in economics and finance. After completing his baccalauréat in economics at the Institut Pilâtre de Rozier in 2008, George went on to study law at University of Paris X. He left university in 2010 to focus on his first business ventures in real estate investments and private equity. In 2012, he co-founded Ultima Capital with Byron Baciocchi, the company has assets valued at over $1 billion in value. In the same year, the Ultima Group acquired Sport Hotel Rutti in Gstaad, a jet-set favourite ski resort in Switzerland. The property was demolished and rebuilt as Ultima Gstaad hotel, which opened in December 2016. In August 2019, Ultima Capital SA listed on the BX Swiss stock exchange. After the listing, George retained the position of CEO, a position he still holds. George purchased land, near Geneva, Switzerland and designed, developed and oversaw the construction to completion and launch of a commercial complex, which was sold in 2015. In 2015, George launched the Duchessa brand. The first boutique opened in Etoy in June 2016. Duchessa was sold to Geneva-based M3 Groupe in 2021. He is also the founder and chairman of Icona Capital, which at the end of 2022 acquired a 40% stake in Swiss real estate developer Stoneweg and launched a €8 billion investment platform. In 2019, George appeared on the Forbes 30 under 30 list and featured on the cover of Forbes.