Xavier Dietlin: “Trade shows? They need reinventing!”


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March 2020

Xavier Dietlin: “Trade shows? They need reinventing!”

No introduction is needed for Xavier Dietlin, the joyous inventor and creator of new, playful, poetic, interactive, didactic or even humorous ways of displaying watches. With bold and often “magic” ideas, Xavier Dietlin and his team of top-notch craftsmen and women have already radically revolutionised the relationship between customers and the watches they’ve come to admire or choose in a store. So what does he think about trade shows? Should they, too, undergo a radical transformation? With him, we tried our hand at a bit of foresight analysis. What might Baselworld – or any trade show for that matter – look like in 2030?


uropa Star: Let’s talk about trade shows…

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