Jochen Zeitz, the former Puma chief executive who later took the reins at Harley-Davidson, has quietly put his cinematic Santa Fe spread, Rancho Alegre, up for grabs with a $16.5 million price tag. The 178-acre compound south of the city is laid out like a self-contained Old West town, with adobe buildings, a chapel, a cantina and even an old-style jail, and it has already doubled as a backdrop for television and film. With the listing, one of New Mexico’s most theatrical private estates is back in the spotlight.
What’s on the market
According to Sotheby's International Realty, 37 Rancho Alegre Rd is being offered at $16.5 million and includes roughly 178 acres, with more than 20,000 square feet of living space split between a main hacienda and multiple guest buildings. The compound’s lineup of structures includes a separate ranch house, a carriage house, an infinity pool, extensive equestrian facilities and a plaza ringed with Old West style outbuildings. The Sotheby's listing identifies the property with an MLS number and names local Sotheby’s agents as the brokers handling the sale.
Old West theater and film credits
The property’s theatrical touches, including a chapel that serves as a screening room, a faux jail cell, a general store and a cantina, have turned it into a draw for production companies. Local reporting notes that the ranch has been used for scenes in HBO’s "Succession" as well as other projects. As the Milwaukee Business Journal observed, photographer credits on the listing, from Crookes & Jackson for Sotheby’s, highlight the cinematic staging and wide desert vistas. Those built-in sets are a major part of what makes the place function as both a private estate and a commercial filming asset.
Who’s selling
The seller is Jochen Zeitz, a German-born executive who led Puma for nearly two decades and served as Harley-Davidson’s CEO from 2020 through 2025, according to Realtor.com. Zeitz purchased Rancho Alegre in 2013 for about $7 million and has spent the last decade expanding and restoring the compound. Realtor.com notes that he and his wife also spend time at their Segera Retreat property in Kenya, which they say factors into the decision to list the Santa Fe ranch. Listing photos and descriptions spotlight custom hand-carved beams, mud-block walls and a curated mix of Western and Native American art.
Where this fits in the Santa Fe market
High-end compounds like Rancho Alegre sit well above typical local price points. Local Sotheby's reporting pegs Santa Fe’s median sales price near $625,000 in the first quarter, underscoring the gap between trophy ranches and standard single-family homes. Per the local Sotheby’s market update, properties at this tier tend to trade on provenance, privacy and production appeal as much as acreage or square footage. Brokers say buyers for estates of this scale usually come from a national or international pool rather than the usual roster of local shoppers.
Why Milwaukee and national buyers will watch
The listing carries extra resonance in Milwaukee, where Harley-Davidson is a civic institution and Zeitz is a familiar name. Coverage by national real estate writers and business outlets has already started, which is likely to broaden the pool of potential buyers. As Milwaukee Business Journal notes, Zeitz maintained ties to Milwaukee during his Harley-Davidson tenure, and the ranch’s film and television credits add another hook for the market. Brokers and prospective buyers alike will be watching to see how a property that doubles as a production set competes in New Mexico’s luxury ranch market.
