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Many exhibitors have long complained that the Basel Watch Fair does not take their concerns seriously. The departure of Swatch should now act as a catalyst – or announce the end.
The world's largest watchmaking fair, the "Baselworld", has lost its greatest exhibitor, Swatch. (Image: Branko de Lang / Keystone)
The world's largest watchmaking fair has lost its biggest exhibitor: Swatch turns its back on Baselworld. In an interview with the CNBC news channel, Swatch boss Nick Hayek states clearly: "We are definitely out in 2019." The words will soon be followed by deeds. The Swatch Group explains on request that it will dismantle its pavilions at the Basel Exhibition Center in the weeks or months to come – after the last edition, the organizers of "Baselworld" met the main exhibitors: they were allowed to Exhibit in the hall
Development oversleeping
The output is not unexpected, but it still surprises. For example, after this year 's Baselworld, it was announced that all the watch heavyweights would be competing again next year. However, even then, it was clear that there was a lot of room between exhibitors and the operator Messe Schweiz (MCH Group). Large and small manufacturers of watches and jewelry have complained that their concerns are not very well understood.
These are also high rental rates, which are controversially discussed at least since the new Basel building. This theme was also revived at the release of Swatch, as Hayek said during the NZZ am Sonntag weekend: "We are not here to amortize an expensive Herzog & Meuron room." But the conflict on this issue also reduce, fall short.
On the contrary, the watch industry has long been calling for conceptual changes at Baselworld. The classic show is less and less suitable today, as digital sales and marketing channels have created new access for customers and resellers. In particular, major manufacturers no longer depend on a salon to enter into contracts, but can rely on their own global sales network. At the same time, young and small watchmaking companies such as MVMT are skilfully using the possibilities of social networks for their marketing. In this area as well, the watchmaking and jewelery fair in Basel has to adapt the concept to the present day
Two-part strategy
The "Baselworld" crisis can also be read from the statistics. Over the past three years, the number of brands represented has increased from 1,500 to 1,300 to 650. The Jewelery and Jewelery Fair in Basel has already attracted some 150,000 visitors, but recently there were more than 100,000.
Michel Loris-Melikoff, managing director of "Baselworld", complains of adhering to an outdated concept. vehemently opposed. "We are currently traveling on two tracks, firstly, we have sent questionnaires to exhibitors to fundamentally adapt the concept for 2020 as needed." On the other hand, we have already done some changes for the coming year. "
The fair trade sector has had to face many criticisms and should be rethought as early as 2019. Loris Melikoff explains that jewelery will take on a new appearance. "The new ideas were developed in exchange with the industry, and a representative of the Swatch Group also participated in these meetings." The CEO is also disappointed by the decision of the largest exhibitor. Not expect other heavyweights to do the same
Loris-Melikoff has been with the MCH Group for about three years, but he was only the official managing director of " Baselworld "since the beginning of His job was not easy even before the release of Swatch. If he can reroute the rudder will depend on Hayek's decisions. In the CNBC interview, Swatch's boss suggested that maybe he or a partner would be able to launch a new "creative" event.
"Baselworld" already has a small, but with the Geneva International Watch Salon Haute Horlogerie exclusive competitors. If, under Hayek's leadership, another ground of competition is added, the Basel Watch and Jewelery Show should lose its breath. Already on Monday, the actions of MCH Group have come under pressure. At the close of trading on Monday, they traded a good 11% less.
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