Persons over 50 years/German speaking part of Switzerland = 1 708 000 (Mach Basic 2011-2)
as compared to: Persons aged 25 to 49 years = 2 046 000

70 to 80 percent of all private assets in Switzerland belong to women and men over 50.

Zurich per example:
Taxed private assets amount to 247 billion,
whereof 205 billion (83 %) belong to women and men that are older than 50 years.
Real estate abroad not taken into account
(Source: Statistisches Amt des Kantons Zürich)

Quality-conscious, sportive, active, strongly connected to Switzerland (Swissness counts), high buying power.

Compared to the previous generation:
Adventurous, open to the new, eager to experiment, wealthier, healthier, more curious, increased mobility, better educated, elevated health-consciousness, appreciative consumption, doing themselves well, spend money without feeling guilty (Spending your Kids Inheritance / SKI-Club), environmentally aware (Lifestyle of Health and Sustainability / LOHAS)

Madonna (54), Rolling Stones (Mick Jagger, 69), AC/DC (Malcolm Young, 59)
David Bowie (65), Sex Pistols (Johnny Rotten, 56), Grace Jones (64)
Tina Turner (73), Placido Domingo (71)

Vivian Westwood (62), Anna Wintour (63)
Giorgio Armani (78), Tommy Hilfiger (61), Karl Lagerfeld (79)

Thomas Gottschalk (62), Oprah Winfrey (58), Wim Wenders (67)
Woody Allen (77), Arnold Schwarzenegger (65), Sophia Loren (78)
Hannelore Elsner (70), Senta Berger (71), Arthur Cohn (85)

Sepp Blatter (76), Franz Beckenbauer (67), Bernhard Russi (64), Peter Sauber (69)