Baselworld – the Watch and Jewelry Show has received a lot of blowback after the last two editions, which has forced the organizers to make great changes to the way they put together the biggest Swiss show of its type.
After many brands checking out and people complaining about the extremely high costs of living in Basel during the show, the organizers have partnered up with many hotels in the city to make sure that the accommodation prices during the event won’t be as high as they were before.
Michel Loris-Melikoff, Managing Director of Baselworld explained recently that they did partner up with hotels in the city to make sure that exhibitors and visitors won’t have to spend too much on staying in the Swiss town for the duration of the show. This was one of the major complaints about Baselworld, which is why it has been tackled so hard lately.
On another positive note, looking ahead to the 2019 edition, Baselworld has announced that jewelry manufactures Gellner, Jörg Heinz and IsabelleFa will return to Baselworld. In this regard, Martin Heinz, CEO of Jörg Heinz said “Michel Loris-Melikoff and his team have set out to break new ground and revitalize Baselworld, especially in the jewelry sector. We would like to accompany them in this process, because change and transformation also mean new opportunities.” The Mössner family behind IsabelleFa released a statement saying “The new concept, which promises a completely new start, has persuaded us to accept the offer. We are excited to see how the show will develop.”
Indeed, the new concept of Baselworld will be extremely interesting, as it’s a due or die moment for the show. More connectedness, more engagement and openness are what both exhibitors and attendees have requested and these are the exact things the organizers are working on. Now, the only thing that remains to be seen is whether the expectations will be met.
Karl-Friedrich Scheufele, Co-President of Chopard also voiced his opinion about the changes occurring at Baselworld saying “It is important for us that the basic requirements of the exhibitors are being taken care of: the overall experience, hospitality and working conditions for the trade and the press must be perfect in all aspects. We have repeatedly made remarks in recent years, and now the changes are actually being implemented. Baselworld must offer a platform in keeping with today’s standards in order to deserve the leading position. I am very eager to see how the show will present itself with the new environment and fewer exhibitors and also how the visitor and customer figures will develop. I know that everything is being done to create an attractive design for the show and I believe the signs are promising. After all, I am expecting a good response to the changes: the new infrastructure, for instance, will enable representatives of the media to carry out their press and public relations work better, more efficiently and in a more pleasant manner. The agreements made with the hotel trade also appear very promising. In my opinion, another positive development is the offer of a stage and an event area on the second floor of Hall 1 that gives companies an opportunity to present themselves. A lot has been done to create more convenient and more efficient conditions and the new show management has already achieved a great deal in this respect. As I see it though, Baselworld will still be in a state of transition in 2019: The show will face the major challenge in 2020, but here too are some very promising visions.”
Sascha Moeri, CEO of Carl F. Bucherer also talked about the changes coming at Baselworld saying “Our expectations of the show are high. We are proud to be amongst the brands to participate in the upcoming Baselworld and excited to see how well the concepts and new ideas that the show management has proposed will be implemented and perceived by the public.” The general audience was also on the mind of Julien Tornare, CEO of Zenith who claimed that “End consumers should become the real focus of attention and this will include restricting the pricing model.”
Even though some voices claim that trade show are not as important today as they were in the past, this can be considered as a rather weak point, as today, more than ever, people want to see the quality and products before buying them, talking about them and making them part of the culture. Otherwise, the risk is to flood the world with bad watches and jewelry whose only quality is to photograph well.
In this regard, trade shows such as Baselworld are still extremely important and their endeavors improve and keep up with their audiences can serve the greater good.
Fraquoh and Franchomme
Further reading:
Baselworld is keeping us on our toes
Baselworld: The world in a watch (InCompany by Attire Club April 2018)
Going to space: Baselworld 2018 edition
An overview of Baselworld 2018
P.S. We want to hear from you! What changes are you looking forward most for the 2019 edition of Baselworld? Which brands are you most excited about? What changes should be implemented in the show? Share your feedback, questions or thoughts in the comments below! For more articles on style, fashion tips and cultural insights, you can subscribe to Attire Club via e-mail or follow us on Facebook, Twitter or Instagram!