Rex-Royal AG, Swiss manufacturer of premium fully automatic coffee machines, looks back on an extremely successful participation at HOST in Milan (17 to 21 October 2025).
The company’s presence in Hall 8, Stand B35 was marked by numerous exciting discussions, valuable encounters and the triumphant launch of its new flagship product, the Rex-Royal S3, as well as forward-looking concept studies in the CoffeeLab.
HOST 2025 proved to be the ideal platform for Rex-Royal to present itself to an international audience as an innovative Swiss company with almost 90 years of tradition and unbroken inventive spirit. Feedback from visitors confirmed the success of the innovations on display and the high level of interest in Swiss engineering in the coffee sector.
The focus of the stand was the official debut of the new high-performance Rex-Royal S3 fully automatic machine. The launch was a complete success: visitors were enthusiastic about the numerous innovations combined in the S3, which promise maximum efficiency in a professional environment. The following features received particular praise:
- Automatic grinder calibration: for intelligent and consistent assurance of the highest beverage quality.
- Large 13-inch touchscreen: for intuitive operation and an impressive user experience.
- New high-performance brewing unit: with a capacity of up to 30 grams – perfect for strong specialities and large cups.
- Innovative InstaFlow technology: For next-level milk heating that combines uncompromising coffee quality with significantly reduced preparation time, energy savings and minimised milk loss.
The S3 received consistently positive feedback from trade visitors, who highlighted its pioneering features for the professional coffee environment.
Another visitor magnet was the CoffeeLab, a space for visionary concept studies and direct exchange with research and development. The two concept machines impressively demonstrated Rex-Royal’s quest to perfect the coffee experience:
- E·01 (Concept fully automatic machine): This machine combines the aesthetics of a portafilter with the competence of a fully automatic machine. Features such as the multi-boiler system on one group (for individual brewing temperatures), the automatic spout and the integrated milk and aroma system met with great interest.
- E·02 (1.5-step concept): The focus here was on simplifying and optimising processes while maintaining consistently high quality. The machine demonstrated an efficient solution for simultaneously dispensing coffee and hot or warm frothed milk via separate spouts.
Rex-Royal would like to express its sincere thanks for the overwhelmingly positive feedback received during the trade fair. This valuable feedback will be directly incorporated into future product development in order to optimally meet market needs.
HOST 2025 was a complete success for Rex-Royal, sustainably strengthening the company’s position as an innovator of premium ‘Swiss Made’ fully automatic coffee machines.
This article was originally published by Rex-Royal.
