The Luxury Society Podcast

BONUS episode: Robin, David & Dominic talk AI & ‘FOBO’, the Fear of Becoming Obsolete

In this bonus episode of The Luxury Society Podcast, Robin Swithinbank [https://www.linkedin.com/in/robinswithinbank/] and David Sadigh [https://www.linkedin.com/in/davisadigh/], Founder and CEO of DLG are joined by Dominic Baldwin-Weir, [https://www.linkedin.com/in/dominicweir/] Strategy Director at DLG, to examine artificial intelligence and its growing impact on the luxury industry. From AI-powered leadership “agents” analysing grey markets, pricing and search data to the broader cultural resistance within luxury, the conversation moves beyond hype to address what AI really means for competitiveness, craftsmanship and white-collar work. The trio debate inevitability, the fear of becoming obsolete, and whether AI will ultimately augment decision-making or fundamentally reshape organisational structures. Tune in for: * How AI is being used to enhance strategic decision-making in luxury * Why culture, not technology, is the real barrier to adoption * The risk of widening gaps between data-led brands and slower competitors Brought to you by Digital Luxury Group [https://digitalluxurygroup.com/].  Produced by Juliet Fallowfield 2026 https://www.fallowfieldmason.com/ [https://www.fallowfieldmason.com/]

Risky business: Max Büsser of MB&F on how pride comes before it all

In this episode of The Luxury Society Podcast, hosts Robin Swithinbank [https://www.linkedin.com/in/robinswithinbank/] and David Sadigh [https://www.linkedin.com/in/davisadigh/] speak with Max Büsser, Founder and Creative Director 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 [https://digitalluxurygroup.com/]. Produced by Juliet Fallowfield 2026 https://www.fallowfieldmason.com/ [https://www.fallowfieldmason.com/]

Right time, right price: LVMH’s Jean-Christophe Babin on Bulgari's hotels & TAG Heuer’s CEO woes

In this episode of The Luxury Society Podcast, hosts Robin Swithinbank [https://www.linkedin.com/in/robinswithinbank/] and David Sadigh [https://www.linkedin.com/in/davisadigh/] 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 [https://digitalluxurygroup.com/]. Produced by Juliet Fallowfield 2026 https://www.fallowfieldmason.com/ [https://www.fallowfieldmason.com/]

Not for everyone: Michael Lohscheller's common sense approach to Polestar

In this episode of The Luxury Society Podcast, hosts Robin Swithinbank [https://www.linkedin.com/in/robinswithinbank/] and David Sadigh [https://www.linkedin.com/in/davisadigh/] 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 [https://digitalluxurygroup.com/].  Produced by Juliet Fallowfield 2026 https://www.fallowfieldmason.com/ [https://www.fallowfieldmason.com/]

Margin gains: Edouard Meylan on turning Moser into an independent powerhouse

In this episode of The Luxury Society Podcast, hosts Robin Swithinbank [https://www.linkedin.com/in/robinswithinbank/] and David Sadigh [https://www.linkedin.com/in/davisadigh/] 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 [https://digitalluxurygroup.com/].  Produced by Juliet Fallowfield 2026, Fallow, Field & Mason  [https://www.fallowfieldmason.com/]