In 1854, the head of the first generation, also called Xavier Dietlin, establishes a metalworking workshop in Porrentruy in the Swiss Jura. Soon recognized for its artisanship in ornamental ironwork, Dietlin’s company is called to Paris to participate in the construction of the staircase at the Gare d'Orsay,
a Paris landmark to this day.

More recently, Xavier Dietlin's father had specialized in construction and metal fabrication. In particular, he worked with the architect Pedro Ramírez Vázquez on the Olympic Museum in Lausanne from 1991 until its inauguration in 1993.

Today, Dietlin is in its 5th generation. Xavier Dietlin officially took the helm in 2002, initiating the transformation process from metal fabrications to revolutionary showcases for the luxury sector. The team at Dietlin Swiss Showcases is just 15-strong. The plan is to keep it that way. And that’s the secret of this special mindset. The company is not set on growth. Not in terms of sales, or volume.

"There are other growth factors than money," says Xavier Dietlin. Keep your innovative edge sharp, be open to risks, stay unpredictable. Ambition is measured differently. Be inventing all the time, be first, be different, and set the standard for quality.

Working for more than 25 of the most prestigious brands in the world of luxury gives Dietlin an unparalleled perspective. Discreet, always mindful of total confidentiality with products and launches, Dietlin understands that it is at heart of the business. It is essential.

The connection to the theme of the anniversary event in September is clear: “Can you keep a secret?”
Words that well illustrate the notion of total trust. Keeping a secret.

And this touches on the care of the client. To know each one personally, to create for each one their future showcase, the perfect setting for their creations, to deliver unique and ever-changing creativity. That is the showcase of the future, to the future. You have to accept two things: Know how to evolve with the times; and dare to be critical enough about yourself – to be disruptive and bring in the new.

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Here are just a few milestones. Each showcase comes with its anecdote, as Xavier is happy to recall :

- In 2003, François-Paul Journe gave him one of his very first contracts for a showcase. It was to be called Archangel, and it still remains ultra-modern today. Timeless and stunning, even 16 years after its creation.

- 2006 marks the birth of the Raptor for Hublot. It’s a revolution. It shows the whole market that you can do something different from what already exists. It’s the first showcase without protective glass, you can see the product and you want to grasp it – but you can’t touch it.

- In 2010, Breguet adopts the Pulsograph, which amplifies the natural sound of a watch by capturing the vibrations transmitted by the crown. The sound is diffused by a resonance soundboard made from 350-year-old wood extracted from the Risoud forest near Le Brassus, in the cradle of Swiss watchmaking. No enhancing technology is used, producing a sound quality of unparalleled purity and naturalness.

- 2012: Gravity for Hublot makes its first appearance at the entrance of the Hublot stand at Baselworld. The idea? A levitating watch, all on its own in space. Magic!

- 2013: Patek Philippe presents its most important movements through an interactive showcase at Baselworld. Visitors select a movement on a keyboard, and everything comes to life with explanations. A captivating and didactic discovery tour of the Grail of watchmaking.

- 2015: the Carrousel showcase developed for Dubail in Paris, Place Vendôme and on the Champs- Elysées. A principle of rotating display cases. We show less, we show it better, and never the same thing. A showcase that has also generated a small revolution, even in the United States.

- 2017: Audemars Piguet opens private spaces that go beyond the concept of a shop: La Maison AP. It’s a tête-à-tête with the exceptional and you are at the center of the experience. The Captur system displays 4 products (freely accessible, no protective glass) and you call them up one after the other with a sweep of the hand.

- 2018: the first “phygital” (physical and digital) shop. For Tag Heuer at Tokyo’s Ginza. All products are showcased out in the open, where they can be selected, reserved or purchased with a mobile phone.

- 2019-2020+ : “Nothing is permanent, except change.”