makersofwatches “There are 4 things which important in watches: 1. the product 2. the product 3. the product and 4. the product environment” -N.G Hayek-

Xavier Dietlin was born into a metal construction family business, Dietlin Artisans SA, founded in 1854. He succeeded his father in 2002 and got in touch with the watch world by participating in a tender by Cartier. He got hooked immediately on the creative process and on watches.

N.G Hayek the saviour of the Swiss watch industry once said: “there are 4 things which important in watches: 1. the product 2. the product 3. the product and 4. the product environment”. Xavier Dietlin just entered the 4th most important thing. He slowly transformed the company process from metal fabrications to spectacular showcases for the luxury sector that combine technology with traditional fabrication methods.

He surprised the watch world with “The Raptor” showcase for #Hublot. A showcase for luxury watches that has no protective glass. A clever system using infrared sensors makes the watch disappear when someone approaches it. Its reaction time of 1/10th of a second easily outstrips the speed of a human hand. Given the fragility of complex watch moments, Xavier Dietlin developed an ingenious system of acceleration and deceleration for the retractable mechanism.

The market changes and today #xavierdietlin is focusing not only on spectacularism for his manufacture cases, but also on education. His showcases have the purpose of starting a conversation, creating surprise, learning by interaction and providing the watch enthusiast with a truly “hands-on” experience with the brand. For him the reasons to enter a watch store today are entertainment and education. If watches are the dream, Dietlin’s showcases are the continuation of the dream when you wake up.