FROM THE EDITORS Letters + Events
The new Zenith Defy El
Primero 21 Carbon, on a
rubber strap.
Gary George Girdvainis
BEST BASEL IN A DECADE
W
Publisher | [email protected]
hile members of the media, industry pundits, as well as brands, retailers, and distributors alike decry the end of an era for the Baselworld
fair this year, I saw quite the opposite during the 2019 edition. Yes there were far fewer brands, but with a full book of appointments for
six long days, it really didn’t bother me that there were three or four hundred additional brands that I couldn’t meet. To be honest, I get
the feeling that those non-participants who cast aspersions most loudly are really trying to justify their own absence.
CONDENSED INTO WHAT IS EFFECTIVELY A SINGLE HALL THE LENGTH
As for the big news that the Swatch Group had pulled out – so be it. Although I
OF A LONG CITY BLOCK WITH THREE FLOORS, the event this year was far continue to include coverage on their brands as a service to our readership, they do
more tenable for a roving reporter like myself. I did still manage to get 20,000 steps not support our efforts in any way, so the fact that I can more easily navigate the
in each day, so ‘smaller’ is certainly relative. Yes, overall attendance was down 22% to choke point they created in the center of the hall is a blessing. And (unless they read
a “paltry” 81,000 visitors, and even the press attendance was down to a bit more than this and change their mind) in any case they have invited my editor along with
3,000 assorted print and digital mavens from around the world. throngs of press from around the world to travel on the Swatch Group tab and come
But the reality is that just as at previous fairs, the brands that I visited were busy
see the new releases in May – two months after previewing them to retailers in
with clients filling their sales rooms. Some were so busy they had to present the lines Zurich who had come to Switzerland to attend the Baselworld fair. I wonder how
to me at the reception tables and waiting areas! many NDA’s were signed for that event.
I guess it comes to the simple fact that change is inevitable, and the Swiss
Having looked at the business side of the equation, I will point out that this year’s
historically do not embrace change easily. I’ve mentioned before that watch brands Baselworld fair continued to be the most important platform where new
have a habit of constantly increasing prices year on year, through good times and watchmaking records were set, anniversaries were celebrated, and creativity was
bad. This was somewhat tenable until they faced the stark reality that they could no unleashed. And unlike the more expensive and exclusive show in Geneva, the
longer support the mythic value of their watches in the face of rampant (and most Baselworld leadership does not suffer from the arrogance of telling the press who we
critically visible) online discounting of new watches. The same holds true to the must see and who we should not visit, what we can say and what is off limits, and
Baselworld organizers. They would charge downright Brobdingnagian fees that only even what we should wear when we enter their hallowed halls. That alone will keep
went up after the completion of each brand’s contract. me coming back for the entire duration of the Baselworld fair in 2020 and beyond.
This year’s radical departure of exhibitors was hopefully a dose of long overdue
medicine that will have the Baselworld organizers re-thinking ways to bring back the
brands in a manner that is fair to both parties.
4 | INTERNATIONAL WATCH | SPRING 2019
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