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Our events it's tool for brands. It depends on the strategy of the brand. Not all brands can come for different reasons. Maybe not be selected or budget question. In this case, how brands can be organized. Hey guys, I am very honored to be with Christian Whitfly, the founder of Time to Watch It. Thank you so much for having us. Thank you very much. Very excited to be here. This is my first time at the show. Ah okay. So I'm discovering. First thing first, we have a platform called Watch DNA. Yes. And the Watch DNA is actually we want to learn about the DNA of anything watching. And so my first question is how and when was this first day that you woke up and you're like, you know what? Let's create my own show. Okay. It's very simple. I'm from the event management. I organize a trade show. Okay. And during the Covid, I was a little bit more quiet. And I look what's happened in Basel. And okay, unfortunately Basel World was cancelled. And big brands was in Basel as informed okay next year we are in Geneva. Okay, yeah. And I have understood okay all attractions move from Basel to Geneva. But not all brands can come inside Palexpo for different reasons. Maybe not be selected or budget questions. And in this case, how brands can be organized, to organize it alone in a lot of different places, and it's not good for everybody because the visitor lost a lot of time to move from a point to another point. But I think okay, it's important to try to organize one event for all these independent molar brands in Geneva. And that's why we have a great time to watch. And the location is like literally one minute from the Palais Expo. Yes. Was that the first location you had the idea right away? Did you find out? No, the 31st edition was in Head. It's the University of Design in Geneva. And this university has a department about design or watch. Okay, it was fine to be uh in T-Space because the university has a nice exhibition building. We have started the event in T-Space. And after last year, we have moved to Villa Saraza because we have grown up and it was possible to move in the villa at this time. It was not possible before. And the exhibitor, the location in Head was good, but of course to be the most close possible of Alexpo is better for everybody. And so how's the feeling of having this year? How's the feel for you this year? Very exciting. Again, the weather is nice. It was really nice the last year, and it is here again. And very good vibe. Yes, you know it's uh it's a human event because you meet people, you talk about it. I was exactly saying the same. Okay. I was when I was doing an interview with somebody, I was saying people connect. Yes, it's very humanly. Yeah, yeah, it's cool. It's complimentary to the other events, Alex. For sure, 100%. I was asking you this question because a few weeks ago I saw one of you post on LinkedIn about overwhelming and last detail, last minute. Yeah, I commented. It's like every time you do an event, it's like a wedding, right? It's like you're always thinking about all the details, but then when you're there and you're like, okay, let's just relax and enjoy the moment. You know, do you enjoy the moment? Yes, absolutely. Okay, good, perfect. It's less easy the first day, with the opening day, because okay, yeah, a lot of problems. Nobody can see the problem, but on our side. Big announcement this year, obviously, you in Vegas. Yes, exactly. It's our first edition in uh Vegas, yes. Of course, we have a lot of different projects. The project in Vegas was our separate side. And we met the people of Couture, and uh we have uh quickly understood the vibe of how couture is organized. We have the same point of view, the same knowledge about uh events management, and okay, that's that can be a good opportunity for time to achieve to make a nice partnership with couture and we are really excited about that. So, one question that I have as well is that Couture is a B2B only. What can we expect for the Vegas edition? Our events it's tool for brands. It depends on the strategy of the brand. If a brand has a B2C uh strategy, she can be here. Okay. If the strategy is more B2B but uh more worldwide, it could be here. If the brand would like to do a focus on the US market, okay, in this case, the time to watch is Las Vegas is perfect for the studio. I had one question for you. Can you please tell us about the Alexander Award? Oh yes, it's our last baby. I love that. Okay. Campaigns, video, social network, photography, etc. A watch is a nice product with amazing mechanisms, but storytelling on the watch. Yes, very important. For sure. We have created Alexander Walsh to give uh light on the people around the story. Wow, so it's to recognize the people that tell the stories about the time pieces. Exactly. I love that. So, how does brands submit? The brand or the communication agency, yeah. We sound player because at the end it's a campaign by submission. Okay. After we have a jury, we announce later the members. Okay, amazing. Yes, okay, very exciting. Have to wait. Alright, for sure. We will we will write, we will write. And when can we expect this award to be? When is it? The ceremony? Yeah, December. December. Okay. So we look forward. It's another award that we're going to have in our page. That's exciting. But yeah, I just wanted to learn more about it. And what best than learning from the source. Right? So it's all a little bit better. It goes onweb.com slash time to watch it. Christian, merci beaucoup. C'est le même prénom que mon papa, donc c'est facile de me souvenir. Enchanté. Félicitations et je vous revois avec guys. Super, bienvenue. Bye. Bye bye.