In this episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh speak with Max Büsser, Founder and CEO of MB&F, about creative risk, independence and long-term brand building.

Büsser reflects on leaving Harry Winston to launch MB&F without a safety net, why his gut feeling guides his decisions more than profit and how independent creators have reshaped modern watchmaking. He also discusses the unexpected rise of MAD Editions as a direct-to-consumer success and why selling a minority stake to Chanel was about succession, not exit.

Tune in for:

• Why taking risks defines true independence
• How to protect creative culture as you grow
• Lessons from MAD Editions and community-led demand
• Why mechanical watchmaking blends engineering, beauty and humanity

Brought to you by Digital Luxury Group. Produced by Juliet Fallowfield 2026 https://www.fallowfieldmason.com/

In this episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh speak with Jean-Christophe Babin, CEO of both Bulgari Group and LVMH Watches Division about leadership, resilience and long-term value creation in a volatile luxury landscape.

Drawing on more than three decades at the top of the industry, Babin reflects on navigating economic uncertainty, why gaining market share matters more than market growth, and how Bulgari has delivered record results despite global headwinds. He also shares his thoughts on disciplined brand stretch, the role of hotels as immersive brand platforms, the future of TAG Heuer and Zenith within LVMH, and why curiosity, passion and consistency remain the foundations of enduring luxury leadership.

Tune in for:

• Why luxury’s current slowdown is cyclical, not existential
• How Bulgari continues to gain market share through desirability and discipline
• What “right time, right price” means when expanding Bulgari Hotels globally
• Lessons from TAG Heuer’s leadership changes and brand stretch across price points
• Zenith’s role as both a manufacture and a brand within LVMH
• Why passion, curiosity and long-term thinking define great luxury leadership

Brought to you by Digital Luxury Group. Produced by Juliet Fallowfield 2026 https://www.fallowfieldmason.com/

In this episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh explore how innovation, sustainability and intelligence are reshaping luxury, through two timely conversations.

The episode opens with Michael Lohscheller, CEO of Polestar, who discusses leading a premium EV brand through global uncertainty, Polestar’s positioning as a design-led brand “not for everybody,” and why disciplined growth, sustainability and retail trust remain central to its long-term strategy.

In the second half, Pablo Mauron, Managing Partner at DLG (Digital Luxury Group), joins Robin to unpack why the luxury industry is stuck in an "experimentation gap" despite widespread urgency, introducing Model Context Protocol (MCP) as a way that could transform AI tools from generic assistants into luxury intelligence strategists.

Tune in for:

• Why EV adoption is a long-term transition, not a short-term race
• How Polestar balances performance, sustainability and brand focus
• The role of trust and retail experience in scaling a premium EV brand
• Why delaying AI adoption compounds competitive disadvantage
• How Model Context Protocol could redefine intelligence in luxury

Brought to you by Digital Luxury Group.

Produced by Juliet Fallowfield 2026 https://www.fallowfieldmason.com/

In this episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh explore two defining forces shaping luxury today: the resilience of independent watchmaking and the realities of AI adoption across the industry.

The episode opens with Edouard Meylan, CEO and owner of H. Moser & Cie, who reflects on leading an independent Swiss watch brand through economic uncertainty. He discusses Moser’s growth over the past decade, its focus on profitability over volume, and shares insights into innovation and investment.

In the second half, Dominic Baldwin-Weir, Strategy Director at DLG, joins Robin to discuss artificial intelligence in luxury. Drawing parallels with the industry’s slow adoption of e-commerce, he argues that AI’s biggest barriers are cultural and organisational rather than technical and explains what brands must do to turn experimentation into real value.

Tune in for:

• Why independent watchmaking may be entering a new golden era
• How H. Moser & Cie balances growth, value and creativity
• The importance of safeguarding suppliers and craftsmanship
• Why AI adoption in luxury is a leadership and culture challenge

Brought to you by Digital Luxury Group.

Produced by Juliet Fallowfield 2026, Fallow, Field & Mason

Season 3 of The Luxury Society Podcast opens with hosts Robin Swithinbank and David Sadigh speaking with Julien Tornare, CEO of Hublot, who reflects on leading the brand through a period of industry reset following years of post-pandemic volatility.

The conversation explores Hublot’s strategic rebalancing, from stepping back from major football sponsorships to refocusing on emotion-led brand building through art, music and immersive client experiences.

AI is a key theme, with Tornare sharing how it is being used for creative and strategic thinking, from early-stage design experimentation to marketing ideation, while reinforcing the importance of human judgment and craft.

The episode also offers a preview of Hublot’s new state-of-the-art manufacture, designed as both a production facility and an experiential hub for clients.

Tune in for:

• Why Hublot is rebalancing its sports strategy
• How emerging markets are reshaping luxury watch growth
• The role of AI in design, marketing, and creative thinking
• Why local clientele is critical to long-term brand health
• Hublot’s next-generation manufacture

Brought to you by Digital Luxury Group.

Produced by Juliet Fallowfield 2026 https://www.fallowfieldmason.com/

In this special bonus episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh look back at the big themes that shaped Season 2, from Dubai Watch Week and the GPHG to the shifting dynamics of China, the rise of AI and what luxury can expect heading into 2026.

Fresh from Dubai Watch Week, they discuss why the event has become a global force in watchmaking and what the Middle East’s growing influence reveals about the future of the industry. They also examine how the GPHG might evolve to better reflect today’s watch landscape and why greater unity across brands is becoming essential.

Looking ahead, Robin and David share their outlook on key forces set to impact luxury, including U.S. tariffs, energy costs, wealth migration and China’s next chapter and reflect on the standout conversations that defined the season.

Tune in for:
- Why Dubai Watch Week now matters globally
- How the Middle East is reshaping luxury
- The future of the GPHG
- What 2026 could mean for China and the U.S.

Brought to you by Digital Luxury Group. Produced by Juliet Fallowfield, 2025 fallowfieldmason.com

In this episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh explore two major forces reshaping luxury: the rise of AI and the evolution of high-end fragrance. Robin begins by interviewing David about DLG’s new report, The State of AI in Luxury, revealing why brands feel urgency around AI yet remain stuck in early-stage experimentation – held back by data fragmentation, talent gaps, and cultural resistance.

The hosts then speak with Giulio Bergamaschi, CEO of Acqua di Parma, who discusses the polarisation of the beauty market, the rise of layering and scent “zoning,” and how the brand balances Italian heritage with new consumer behaviours and digital expectations.

Tune in for:
- How luxury groups gain an edge through data, governance and talent
- Why Acqua di Parma sees Italian ‘art of living’ as a key differentiator
- How layering, zoning and social media culture are reshaping fragrance norms
- Balancing exclusivity, wholesale partnerships and curated omnichannel growth

Brought to you by Digital Luxury Group.

Produced by Juliet Fallowfield 2025 https://www.fallowfieldmason.com/

In this episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh speak with Hind Seddiqi, CEO of Dubai Watch Week and Chief Marketing & Communications Officer at Seddiqi Holding, about how a family-led vision transformed Dubai Watch Week into one of the most influential events in global watchmaking.

As the event celebrates its 10th anniversary, Seddiqi shares how it evolved from a small gathering for independent brands into a global platform for innovation, dialogue, and community. She reflects on the region’s growing importance to the luxury industry, the challenges of scaling while maintaining intimacy, and how Dubai’s culture and infrastructure have helped shape a new kind of watch fair, one defined by openness, creativity and collaboration.

From building trust with top brands to championing independent watchmakers, Seddiqi offers a candid look at what it takes to make a luxury event that feels human in scale yet global in impact.

Tune in for:
- The evolution of Dubai Watch Week from a local gathering to a world-class luxury event
- How the Middle East became one of the luxury industry’s most dynamic markets
- Why community, creativity and authenticity drive Dubai Watch Week’s success
- The importance of dialogue, transparency and education in the watch world

Brought to you by Digital Luxury Group. Produced by Juliet Fallowfield, 2025 fallowfieldmason.com