Baselworld 2020: At a Crossroads

The 2020 edition of Baselworld is about 5 months away. However, this does not mean that people have not started talking about it already. The last two editions of the Swiss watch and jewelry show were highly criticized by attendees and by many media people – sometimes for fair reasons, sometimes for rather superficial motives. Baselworld did have a hard time objectively speaking: there was a decrease in the number of brands that showcased at the 2019 edition and, overall, interest and attendance was not what it used to be.

 

 

Michel Loris-Melikoff, the new Managing Director of Baselworld, who took over after the 2018 edition, did his best to elevate the show, but there was only so much time before Baselworld 2019 came around. However, he did promise that for the 2020 edition, things would change and that BW will rise again. He even made a three-year plan for show’s rebirth. And that would be necessary, given that the numbers for the 2019 edition were low, compared to previous shows: Baselworld 2019 had 81200 visitors (down 22% over 2018); there were 520 exhibiting brands (down 20% over 2018 and quite low compared to the 1300 exhibitors in 2017); and 3300 media representatives came the show (down 12% over 2018).

 

 

Over the last months, there have been talks about which brands will return and which will not. For example, Maurice Lacroix will have a booth at the show, but the Swatch Group, who left after 2017, will still not return. Other major names that won’t return are Seiko, Breitling and Casio, which has exhibited here over the last decade. To compensate, the organizers of the show have created “The Watch Lounge”, where fifteen independent watch brands that previously exhibited in a hotel near the show will present their creations. This space will complement Les Ateliers and a redesigned Watch Gallery.

 

 

According to a Baselworld press release, more brands will show in the “Gems and Pearls” sector than in 2019. In November, it was announced that there will be a 50% increase in exhibitors in this particular area, which will now be relocated in Hall 2 with exhibitors grouped together on a single level.

 

 

The new management of Baselworld is open to discussing the direction of the show with brands and media people and is open to hearing what everyone has to say. It seems that they understood that the biggest issue people had with the show was the overall experience, which is why, for the 2020 edition they are claiming to place a big accent on the way the show connects to people.

 

 

Ultimately, while many people believe that a move towards the digital is the future, it can be said, that in a world such as the world of watchmaking, it is still essential to have grand shows, where people can meet in person and see the watches for themselves. In a way, Baselworld is faced with the dilemma many brands in the fashion industry are faced too, namely that they need to find their exclusivity again, after the digital world has made them rather common.

 

 

At the moment, Baselworld is between worlds, if we may say so, but its newfound openness and willingness to move with the times allow it to go on a path of great success, which we hope it will.

 

InCompany by Attire Club will also return as a media partner for Baselworld 2020.

For more information and photos from Baselworld 2019, check out the Spring 2019 issue of InCompany by Attire Club.

 

 

Fraquoh and Franchomme

 

 

 

 

 

Further reading:

10 Things to Know about Baselworld 2019

P.S. We want to hear from you! What do you think of the current state of Baselworld? What do you think will change in the 2020 edition? Do you think the show will regain its glory? 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!