Baselworld has been in the news for about a year almost continuously, as the Swiss show faced a series of challenges. The 2017 and 18 editions saw a dramatic fall in the number of exhibitors and the Swatch Group pulled out its brands from the show. With so many household names gone and with a lot of backlash from many exhibitors and media outlets, the show was forced to try to reinvent itself. There was not much time to bring a lot of change, but the new management did try to bring in a new vibe for the fair, which took place between 21-26 March in Basel, Switzerland.
Here are 10 things that defined the 2019 edition:
#1 The Show Plaza. Because many brands had left, the organizers decided to put together in Hall 1.2 a “Show Plaza”. This featured a stage, on which a few conferences and events took place and three daily fashion shows. While this was a great idea, the runway shows were unfortunately not great: the format of the stage was not right, the choreography was not great and many of the models lacked walking and posing skills. It was a good idea, but it can be done a lot better!
#2 The Central Plaza. Given that there was a lot of free space in Hall 1.0 because of many big brands leaving (and them having paid for the space), the organizers put together a space where people can sit down and talk, relax and have a drink. This was a great idea, as one of the things BW was lacking was an area where people can sit down and talk. Next year, the plaza will probably be replaced by booths, which is very good, but the concept should be kept and maybe moved to another place.
#3 The main trends. The two main trends this year were cars and novel designs. Everywhere you looked, you could see cars (from Ferrari, Bugatti and even Mini Cooper). There was even a Bentley jewelry line booth. The second trend was all about novelty designs, as many brands went out of their way to bring something their audiences had not seen before. This is a normal thing, as we are moving on towards a new decade and people are looking for fresh and creative ideas.
#4 A new World Record. After last year’s record for most diamonds on a handbag, Coronet, a Swiss brand of Aaron Shum Jewelry, was awarded its 9th Guinness World Record for ‘the most diamonds set on a watch’. The ‘Mudan’ watch features a staggering 15,858 diamonds (400 ct.) set in 18k gold with artist Reena Ahluwalia’s diamond painting on the dial.
#5 A new press center. The press center was moved this year in the main hall. It was much improved compared to last year; as it was bigger, brighter, more comfortable and closer to the center of the show. However, some things such as the catering and the fact that at times it got too crowded were some of the downsides.
#6 Les Ateliers. Independent brands had their own spaces in the “Les Ateliers” hall and the “Watch Incubator” areas. Here, one could see really amazing designs and forward-looking watchmaking, something that should definitely receive more attention from the media.
#7 Blogging. This year, there were a few areas arranged for bloggers and media, where people could take interviews and record videos in silence and good lighting. Unfortunately, these were not used very much. For the recording area, for example, one needed to make a booking ahead, which is tough to do in a spontaneous environment as Baselworld. Good idea, but not greatly implemented.
#8 Patek Philippe unveiled 15 new models. Luxury Swiss watchmaker Patek Philippe unveiled during this year’s edition 15 designs. This number is comprised of 10 men’s and five women’s watches.
#9 Hall 2 was closed. Due to the low number of exhibitor, this year the entire Hall 2 was closed.
#10 The numbers. In numbers, Baselworld figures showed a decrease: visitor’s reduction of 22% from the 2018 edition, 20% lesser brands that were exhibiting and -12% of media visits.
2019 has been a cornerstone edition of Baselworld, in that now is the time for bold moves: the 2019 edition was in some ways the “test” edition – now it’s all about taking it all to a new level and giving a new makeover to the show.
| An extensive feature on Baselworld 2019 will be published in the April 2019 edition of InCompany by Attire Club.
Fraquoh and Franchomme
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