Highcon is in the process of developing the Euclid, its digital creasing and cutting machine that will eliminate the need for conventional dies in the folding carton converter market.

Set for a Drupa launch, the Euclid wields precision laser optics and polymer technology to streamline and migrate the die-cutting and creasing process from analogue to a digital.

Highcon's machine uses the company's patent-pending Digital Adhesive Rule Technology (DART) to crease lines direct from digital data, which helps cut set-up times.

Tracey, who has taken on the role of international sales director, is charged with appointing channel partners as well as expanding the company's customer base.

Based in Switzerland, Tracey most recently held the role of head of sales for the sheet-fed business unit at Bobst.

He said: "The demands on convertors are changing fast and they now require more flexible and responsive solutions to meet their customers’ requirements.

"The team at Highcon has impressed me with its grasp of the future of digital finishing and the Euclid digital cutting and creasing solution is a huge step forward. I am delighted to be part of this revolution."

Highcon will showcase the Euclid at Drupa in Hall 4 on Stand B28.