The Luxury Society Podcast

In this episode of The Luxury Society Podcast, Robin Swithinbank is joined by Tracie Rodburg, Senior Vice President of Global Sponsorship and Partner Relations at the NFL, to explore how the world’s most valuable sports league is building its luxury credentials. Now in her 21st season at the league, Tracie reveals why demand for Breitling’s bespoke watches for all 32 teams was so high that club owners had to be turned away so fans could buy at retail, and how the partnership has opened doors with Dior and American Express.

Tune in for:

• Why the NFL chose Breitling as its first luxury watch partner and how that partnership is shaping conversations with brands such as Dior
• How the International Series, now at nine games a season and rising to ten, is turning global demand into new fans and local partners from McCoy’s to Ferrero
• Why selling to a luxury customer is one-to-one rather than reach, and what that means for the next decade of the partnership

Brought to you by Digital Luxury Group, with thanks to Breitling.

Produced by Juliet Fallowfield, Fallow, Field & Mason 2026

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In this episode of The Luxury Society Podcast,Robin Swithinbank andDavid Sadigh, Founder and CEO of DLG, are joined by José Gaztelu, CEO ofChrono24, the world’s largest luxury watch marketplace, to explore the unstoppable rise of the secondary watch market.

With almost 700,000 watches listed and no cap in sight, José maps out why consumers are turning to pre-owned in growing numbers and what that means for brands, dealers and the future of watch retail. From the shifting relationship between primary and secondary markets to the role of AI in shaping what buyers discover next, this is a candid look at a category rewriting its own rules.

Tune in for:

• Why the secondary market’s trading values are now a leading indicator of brand strength and what the biggest names are doing about it
• How Chrono24 serves everyone from the reference-number obsessive to the first-time buyer, across more than 100 countries
• José’s vision for reaching one million watches on the platform and why he sees no limit to where the secondary market can go

Brought to you byDLG, in partnership with http://chrono24./

Chrono24 – The World's Watch Market has been the world's leading online marketplace for luxury watches since 2003. With more than 600,000 watches from over 3,000 dealers and 60,000 private sellers in more than 150 countries, the marketplace reaches more than nine million unique visitors per month. Chrono24 offers a comprehensive service portfolio with a large combined worldwide range of new, used, and vintage watches. This allows buyers and sellers to complete transactions in a trusted environment.

https://www.chrono24.com/

Produced by Juliet Fallowfield,Fallow, Field & Mason 2026.

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In this episode of The Luxury Society Podcast,Robin Swithinbank andDavid Sadigh, Founder and CEO of DLG, are joined by Jean-Marc Pontroué, CEO of Breitling, six months into his tenure at the Swiss watchmaker.

Jean-Marc explains why he returned from a sabbatical to lead Breitling at the start of its House of Brands era alongside Universal Genève and Gallet. He sets out why he believes the Swiss watch industry has never been in better shape despite growing polarisation, and how Breitling plans to win back customers it has previously priced out.

Tune in for:

• Why perceived value is the real answer to price rises
• Jean-Marc's view of the secondary market as a "precious indicator"
• Why Breitling's biggest competitor is Breitling
• What makes a partnership work after the contract is signed, from Aston Martin to the NFL
• How AI is helping Breitling share best practice across its 300 boutiques

Brought to you byDigital Luxury Group

Produced by Juliet Fallowfield,Fallow, Field & Mason 2026

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In this episode of The Luxury Society Podcast,Robin Swithinbank andDavid Sadigh, Founder and CEO of DLG, are joined byJonathan Brinbaum, Managing Director of Bulgari Watches, to examine the big questions looming over luxury watchmaking – recorded live on location at Geneva Watch Days.

Jonathan tackles the issues the industry can't afford to ignore: the steep decline in Swiss watchmaking volumes and who bears responsibility for reversing it; why genderless design is reshaping the category; and how the booming secondary market and CPO programmes are becoming the ultimate stress test for a watch's true value.

Tune in for:

• Why volumes are the industry's existential crisis and whether creativity and new audiences can bring them back
• Jonathan's take on genderless design: a genuine generational shift, or a risk to the category's feminine story?
• How the rise of CPO and the secondary market is redefining brand value and pricing strategy for luxury watchmakers

Brought to you byDigital Luxury Group

Produced by Juliet Fallowfield,Fallow, Field & Mason 2026

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In this bonus episode of The Luxury Society Podcast,Robin Swithinbank andDavid Sadigh, Founder and CEO of DLG, examine the luxurification of sport and what a summer of football, tennis and athletics reveals about where the relationship between luxury brands and sport is heading next.

With FIFA set to announce revenues of between $13 and $15 billion from this World Cup, luxury brands largely bypassed official sponsorship channels in favour of player-centric activations, airport arrivals as de facto catwalks and the extraordinary reach of athlete social media. From Rolex's five-decade tennis strategy to Erling Haaland's taxidermy raccoon moment, the pair explore the science of matching brand values to athlete personality, the growing power of padel, and why the biggest risk in sports sponsorship is following everyone else into the same territory.

Tune in for:

• Why luxury brands won the World Cup even without official sponsorship, and what that means for the future of sports marketing
• How Rolex signed Jannik Sinner at 18 and ranked 75 in the world, and what it reveals about the patience behind the best brand-athlete partnerships
• Which emerging sports still represent untapped territory for luxury brands

Brought to you byDLG, in partnership with The 1916 Company.

The 1916 Company is reshaping the world of collectible watches and fine jewelry, uniting a global community through trusted expertise, editorial excellence, and client-first experiences. With more than 20 boutiques and Collector's Lounges worldwide, the company bridges new and pre-owned markets across collectible watches, fine jewelry, and designer handbags, supported by dedicated advisors, expert watchmakers, and seasoned journalists. As majority investor in independent manufacture De Bethune, The 1916 Company holds a singular position at the intersection of retail, editorial, and community.https://www.the1916company.com/

https://www.the1916company.com/

Produced by Juliet Fallowfield,Fallow, Field & Mason 2026

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In this episode of The Luxury Society Podcast,Robin Swithinbank andDavid Sadigh, Founder and CEO of DLG, are joined byJohn Shmerler, Chief Executive of The 1916 Company, to examine how the primary and secondary watch markets are converging and what it really takes to build a luxury retail business for the long term.

From the story behind bringing four separate businesses, Govberg, Radcliffe, Hyde Park and WatchBox, under a single name, to the decision to retire the WatchBox brand entirely, Shmerler reflects on three years of integration and the principles that have guided it. The conversation moves into the Rolex CPO programme and its transformation of the pre-owned market, a robust clarification that De Bethune was never for sale, the industry's long-running service problem and why, in the US at least, the mood among watch buyers right now is nothing short of euphoric.

Tune in for:

• Why Rolex CPO has fundamentally changed the pre-owned conversation and what that means for authorised retailers
• The real story behind the De Bethune sale rumours, and what The 1916 Company has planned for the brand
• Why John believes the Apple Watch has been an accelerant for the high-end market, and why AI is already changing how collectors discover watches

Brought to you byDLG, in partnership with The 1916 Company.

The 1916 Company is reshaping the world of collectible watches and fine jewelry, uniting a global community through trusted expertise, editorial excellence, and client-first experiences. With more than 20 boutiques and Collector's Lounges worldwide, the company bridges new and pre-owned markets across collectible watches, fine jewelry, and designer handbags, supported by dedicated advisors, expert watchmakers, and seasoned journalists. As majority investor in independent manufacture De Bethune, The 1916 Company holds a singular position at the intersection of retail, editorial, and community.https://www.the1916company.com/

https://www.the1916company.com/

Produced by Juliet Fallowfield,Fallow, Field & Mason 2026

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In this episode of The Luxury Society Podcast,Robin Swithinbank andDavid Sadigh, are joined byCyrille Vigneron, Chairman of Culture and Philanthropy at Cartier and the maison's former President and CEO, to examine what the current upheaval in luxury really demands of its leaders.

Drawing on nearly three decades across Richemont and LVMH, Vigneron reflects on the decisions that defined his tenure at Cartier, including the reversal of a failed masculine watchmaking strategy and the return to the brand's roots in style and elegance. He argues that what luxury is facing now is not a cyclical correction but a cultural shift, one that rewards brands anchored in durability and identity over those that chased volume and consumerism.

Tune in for:

• Why Cyrille believes AI will widen the gap between brands using it well and those that don't, rather than destroy jobs across the sector
• How Cartier rebuilt its relevance with younger audiences without making anything young
• What the shift from buying things to doing things means for luxury brands that sell physical products

Brought to you by DLG, in partnership with The 1916 Company.

The 1916 Company is reshaping the world of collectible watches and fine jewelry, uniting a global community through trusted expertise, editorial excellence, and client-first experiences. With more than 20 boutiques and Collector’s Lounges worldwide, the company bridges new and pre-owned markets across collectible watches, fine jewelry, and designer handbags – supported by dedicated advisors, expert watchmakers, and seasoned journalists. As majority investor in independent manufacture De Bethune, The 1916 Company holds a singular position at the intersection of retail, editorial, and community.

https://www.the1916company.com/

Produced by Juliet Fallowfield, Fallow, Field & Mason 2026https://www.fallowfieldmason.com/

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In this episode of The Luxury Society Podcast,Robin Swithinbank andDavid Sadigh, Founder and CEO of DLG, are joined byProfessor Stéphane Girod, Professor of Strategy at IMD Lausanne and Leader of IMD’s Luxury 2050 Initiative, to examine what the great luxury reset actually demands of the industry's leaders.

The engine of growth that powered luxury for three decades, built on globalisation, unjustified price hikes and an emotional playbook, is sputtering. Girod argues the industry faces a structural shift rather than a cyclical correction, shaped by geopolitical fragmentation, the rise of Chinese brands and badly eroded consumer trust. The conversation moves from macro forces to granular strategy: what agility genuinely means for a heritage brand, why functional value is making a comeback, and how AI is beginning to reshape both the customer experience and back-office decision-making in luxury.

Tune in for:

• Why the 30-year luxury growth model is structurally broken and what that means for conglomerates accustomed to double-digit returns
• How brands can rebuild perceived value without retreating to volume or cutting prices
• What the luxury industry's digital talent drain reveals about a deeper organisational problem

Brought to you by DLG, in partnership with The 1916 Company.

The 1916 Company is reshaping the world of collectible watches and fine jewelry, uniting a global community through trusted expertise, editorial excellence, and client-first experiences. With more than 20 boutiques and Collector’s Lounges worldwide, the company bridges new and pre-owned markets across collectible watches, fine jewelry, and designer handbags – supported by dedicated advisors, expert watchmakers, and seasoned journalists. As majority investor in independent manufacture De Bethune, The 1916 Company holds a singular position at the intersection of retail, editorial, and community.

http://www.the1916company.com/

Produced by Juliet Fallowfield, Fallow, Field & Mason 2026https://www.fallowfieldmason.com/

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In this episode of The Luxury Society Podcast,Robin Swithinbank andDavid Sadigh, Founder and CEO of DLG, are joined byDavide Cerrato, CEO of Bremont Watch Company, to examine one of the most scrutinised brand turnarounds in contemporary watchmaking.

Three years in, Cerrato reflects on the decisions that defined his tenure: cutting the collection from 200 references to fewer than 100, overhauling the brand identity, scrapping a long-anticipated in-house movement and navigating a fierce backlash from loyalists. He also reveals the story behind Bremont's most ambitious project yet, sending a watch to the surface of the moon as part of Astro Lab's Gryphon Mission, and explains why consistently over-delivering on value at every price point remains his most non-negotiable commitment.

Tune in for:

• How Bremont cut complexity, rebuilt confidence and is recording growth in one of watchmaking's most difficult markets
• Why the $2,500 to $4,000 price segment is as strategically important today as it was when Cerrato launched Tudor's Black Bay
• What the moon mission reveals about Bremont's ambition and the next chapter of its story

Brought to you by DLG, in partnership with The 1916 Company.

The 1916 Company is reshaping the world of collectible watches and fine jewelry, uniting a global community through trusted expertise, editorial excellence, and client-first experiences. With more than 20 boutiques and Collector’s Lounges worldwide, the company bridges new and pre-owned markets across collectible watches, fine jewelry, and designer handbags – supported by dedicated advisors, expert watchmakers, and seasoned journalists. As majority investor in independent manufacture De Bethune, The 1916 Company holds a singular position at the intersection of retail, editorial, and community.

http://www.the1916company.com/

Produced by Juliet Fallowfield, Fallow, Field & Mason 2026https://www.fallowfieldmason.com/

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In this episode of The Luxury Society Podcast,Robin Swithinbank is joined byGuido Terreni, Chief Executive of Parmigiani Fleurier, for a wide-ranging conversation on what it means to lead one of watchmaking's most singular houses.

Drawing on 21 years at Bulgari, where he oversaw the creation of the Serpenti and the record-breaking Octo Finissimo, Terreni reflects on the relaunch of Parmigiani through the critically acclaimed Tonda PF collection, the brand's philosophy of private luxury and the courage required to defend a creative vision when you are the only person in the room who believes in it. The pair also explore AI's limited role in luxury creativity, Gen Z's growing appetite for mechanical watchmaking and why, in a world saturated with noise, a brand's clearest competitive advantage may be knowing exactly who it is not for.

Tune in for:

• Why private luxury is not a trend but a permanent set of values, and how Parmigiani built its entire identity around them
• The distribution decision that cut two-thirds of its retail network and what it unlocked commercially
• How Gen Z is quietly reshaping the luxury watch collector base, and what that means for brands chasing longevity over hype

Brought to you by DLG, in partnership with The 1916 Company.

The 1916 Company is reshaping the world of collectible watches and fine jewelry, uniting a global community through trusted expertise, editorial excellence, and client-first experiences. With more than 20 boutiques and Collector’s Lounges worldwide, the company bridges new and pre-owned markets across collectible watches, fine jewelry, and designer handbags – supported by dedicated advisors, expert watchmakers, and seasoned journalists. As majority investor in independent manufacture De Bethune, The 1916 Company holds a singular position at the intersection of retail, editorial, and community.

http://www.the1916company.com/

Produced by Juliet Fallowfield, Fallow, Field & Mason 2026.

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In this bonus episode of The Luxury Society Podcast, Robin Swithinbank and David Sadigh, Founder and CEO of DLG are joined by Dominic Baldwin-Weir, 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.

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

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In this episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh 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. Produced by Juliet Fallowfield 2026 https://www.fallowfieldmason.com/

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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/

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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/

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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

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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/

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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 https://www.fallowfieldmason.com/

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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/

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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 https://www.fallowfieldmason.com/

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In this episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh speak with Fran Millar, CEO of high-end cycling brand Rapha. From helping to build Team Sky into a Tour de France-winning powerhouse to leading the turnaround of Belstaff, Millar now faces her steepest climb yet – restoring Rapha’s reputation as the world’s most desirable cycling brand.

With trademark clarity and energy, Millar shares what it takes to lead through transformation, the importance of culture, and how lessons from elite sport apply to luxury business.

Tune in for:
- How Fran’s 20-year career in high-performance sport shaped her leadership philosophy
- The challenges and opportunities in turning around Rapha after years of losses
- Why returning to brand clarity, community, and customer experience is key to revival
- How the brand is rethinking its global strategy, from London clubhouses to booming cycling culture in China
- Why AI, data and precision will drive the next phase of Rapha’s growth

Brought to you by Digital Luxury Group. Produced by Juliet Fallowfield, 2025 https://www.fallowfieldmason.com/

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