A few months ago, Baselworld saw its end, which let many people wondering as to what would follow next. Afterwards, there was a brief period of silence, during which watch lovers from all around the world speculated as to what would happen next with the event or whether there would even be another watch fair in the Swiss city of Basel. Some thought that there would be nothing coming up after Baselworld, while others claimed that the fair might move to Geneva or even to Zurich.
After months and months of silence from one part and heavy imaginary scenarios from the other, on July 23rd, it was announced that the Basel watch fair would rise again from its ashes and become HourUniverse.
The new show would be what today is called “phygital”, meaning that it would have a live event once a year and that otherwise, it would focus on building an online community. The organizers also announced that the show would take place in the spring and that it would be in line with the Watches & Wonders show, which would at its turn, take place in parallel with another even where some of the brands which left Baselworld would expose. However, afterwards, no other announcements were made.
On the last day of September, after a few months of waiting, the organizers released a press statement about what the new show will look like and, more importantly, when it will take place.
In short, the show will still take place in Basel and will last for five days between 8-12 April 2021.
The full statement from the show read:
“A new type of platform is being created. A total unification of the digital with the physical, unprecedented on the scale of the watchmaking, jewellery and gemstones industries.
A digital networking, business, information and content platform, active 365 days a year.
From February 2021, beyond borders and travel restrictions, digital, global, active throughout the year, HourUniverse will begin to assemble the watchmaking, jewellery and gemstone community, in the broadest sense of the word, by offering a new form of interaction.
By defining one’s professional profile, presenting one’s activity, unveiling one’s innovations, creating new opportunities, widening one’s field of action and identifying the best partners, a whole ecosystem will be able to come together on the platform. Thanks to a wide range of services and functionalities, this new digital universe will be a business and networking platform, as well as a space for information, content and conferences with livestreaming; a platform also designed to serve brands, permitting them to push their content such as product launches, press conferences, keynotes and seminars – live and/or interactive, commercial or PR – in their own corporate environment if they wish, with selective access.
Ultimately, for all players: several levels of access, activation and use. HourUniverse is an innovative, comprehensive, intelligent tool for connecting to the market, and will evolve along with feedback from the community. This is where the future is being shaped: the transformation of a trade fair into a digital, global space, active throughout the year..
Five days of Live Show, in a totally new atmosphere.
From 8 to 12 April 2021, in line with Geneva’s watchmaking events, the concept will come into its own with the community being able to meet physically in Basel, concentrated in Hall 1.
An urban tech atmosphere, connected, trendy, graphics, black walls, LED screens, modern industrial decoration, resolutely contemporary aesthetics and design, all of which creates a new atmosphere, while maintaining top quality, for the watch, jewellery and gems industries.
Open spaces, pop-up stores, pavilions, multiple experience zones, initiation workshops, themed exhibitions, collectors’ corners and sales area, a forum with a programme of conferences and debates streamed live available to brands and exhibitors, start-ups and suppliers of new technologies, to reflect on the major challenges and demands of the industry… the show is conceived as a grand festival of networking and experiences.
A resolutely open and participatory spirit prevails. Every day there are theme breakfasts, Happy Hours, ‘Get together’ moments, aftershow parties, not to forget an opening and a closing party designed to encourage informal exchanges and networking.
Beforehand, to facilitate the organization of the stays, the registrations, to allow both visitors and participants to optimally organize their agendas and business, the bridges being built will also be obvious with the digital platform that will serve as the keystone to the whole.
Just as on the digital platform, the range of exhibitors in Basel will also go far beyond watch, Jewellery and gems brands. The ecosystem will be open to new players in the industry, whether in distribution, products, marketing or points of sale, with the presence of established companies as well as startups. Connected products and CPO (certified pre-owned) platforms will also have their place in the watch sector, as will manufacturers of e.g. synthetic stones in the gems sector. Players and services, including those related to the blockchain and the tech world in the broadest sense, are also welcome at the show.
Finally, with this new approach, the entire on-site reception structure has been redesigned. For participants, the pricing policy has been drastically adjusted to allow them a particularly competitive Return on Investment, ‘investments à la carte’, adapted to their business, size, scope, expectations and needs. Similarly, the accommodation offered for exhibitors and visitors alike will be at guaranteed ultra-competitive prices without precedent.
Ultimately, the ambition is to build a global, varied and interconnected universe; to provide today’s tools at the service of the entire watchmaking, jewellery and gems community, in the broadest sense of the term.”
The new watch show will definitely be one to watch; the organizers are most likely not going to want to repeat the mistakes that were made with Baselworld, and they will most likely want to stand out, so it’s sure going to be a very different concept on the watch and jewelry fair scene.
Fraquoh and Franchomme
Further reading:
Baselworld Becomes HourUniverse
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