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What will luxury boutiques look like in a few years?
What will be the experiences of tomorrow?


September 2019: 4 weeks during which the biggest players in the luxury industry will converge on Romanel-sur-Lausanne.

Press preview on Monday, 2 September, at 11:00 am
Chemin de Praz-Devant 6 - 1032 Romanel-sur-Lausanne

New York, Miami, Los Angeles, Mexico City, Paris, Tokyo, Shanghai, Hong Kong, Singapore, Moscow, Dubai... This 100% French-speaking company of about fifteen people, discreetly located in the heart of Lausanne's industrial fabric and present around the globe, has earned the trust of the world's leading luxury brands through its creativity and capacity for innovation.

It’s the story of an uncommon trajectory, of a family business handed down from generation to generation for 165 years, whose creations, entirely manufactured in the region, provide the setting for the frontline to end customers at the most prestigious venues on five continents.

It’s the story of an unusual business model, like a start-up, that keeps reinventing itself, surprises itself, and isn’t focused on growing just for the sake of growth. It’s the story of a particular mindset, one that considers that there is something more than money as an indicator of growth. A company that prides itself on exporting the excellence and creativity of Swiss Made products around the world – its products, displays, display cases, special effects, even wooden crates to ship them, are all manufactured within a 10 kilometer radius.

For the first time, DIETLIN Swiss Showcases will open the doors to its showroom and LAB where the most creative showcases in the luxury industry are shaping the retail experiences of tomorrow.

For 4 weeks in September, Xavier Dietlin and his team will welcome the world’s leaders in luxury, brands of the LVMH, Swatch Group, Richemont and Kering groups, major independent players such as Chanel, Hermès, Patek Philippe, Audemars Piguet, and other names which define sophistication, who will converge on Romanel-sur-Lausanne, for half a day each, in Think Tank mode, to discover and reflect together on the FUTURE of staging their products.

Confidentiality is a matter of course. No pictures of the showroom, no pictures of the LAB. Groups and brands will follow one another without crossing paths. Students from HEAD, ECAL, ESVMD and Geneva Business School are also invited on the Fridays to conclude each week, along with guest-speakers such as Vincent Perriard and Jean-Claude Biver who will share their enthusiasm and inspiration.

We look forward to having you with us on Monday, 2 September at 11:00 am to discover the showroom and the LAB with Xavier Dietlin, and discuss his vision for staging luxury products tomorrow.

To confirm your presence (press only), or for any other information needs: Marine LEMONNIER-BRENNAN Bureau Conseil 289 - T +41 79 389 67 62 -

All the products have been registered with and are protected by the Federal Intellectual Property Office (FIPO) and the European Patents Office (EPO).
All reproductions or copies are strictly forbidden. © Dietlin SA 2002-2021