Developing a digital communication strategy that aligns with a brand’s objectives is essential to ensuring a coherent and effective presence across different markets, specially in sectors such as luxury, where identity and discursive consistency are fundamental. This thesis examines how a luxury brand integrates linguistic and cultural aspects into its digital communication through a comparative study of the Spanish and Mexican versions of the IWC Schaffhausen website. To this end, a qualitative analysis is conducted in order to identify the main multilingual web communication strategies employed by the brand. The results show that IWC combines two complementary strategies, standardization and adaptation, which are reflected primarily through linguistic and structural variations, but without a significant integration of local cultural elements. In both versions, an acultural discourse based on values presented as universal within the luxury sector predominates, highlighting the limited role played by the cultural dimension in the brand’s digital communication.