Baselworld in the Pre-COVID era . How will watch shows re-invent themselves ?
ABSENCE MAKES THE HEART GROW FONDER
Gary George Girdvainis Publisher | Gary @ isochronmedia . com
ost of us are well aware that , after decades of consecutive annual exhibitions , The Basel World Watch , Clock &
M Jewelry show ( later renamed Baselworld ) finally had to cancel its first event in recent memory this past spring . How many brands , collectors , industry members and press would have attended remains a question , but based on projections , Baselworld was not going to be the energetic explosion of humanity and horology it once had been .
Unsurprisingly , after years of being taken for granted and grifted for ridiculous fees , cornerstone brands were vacating at breakneck speed , and historic stakeholders in the fair quickly followed the Swatch Group out the doors of the Messe .
Without going into too much detail about the perfect storm of events that led to the closure ( graft , greed , arrogance , price gouging , competitive events ), the acceleration of a more digitally based existence has also taken its toll . The Geneva show ( s ) have formally ceded to the pandemic and will not host Watches & Wonders ( previously known as the SIHH ) in 2021 . Nor will the Rolex & Friends yet-to-be-named event take place at the same bat time on the same bat channel .
Conversely , the “ Hour Universe ” ( previously Baselworld ) leadership is still hanging on to the prospect of hosting an actual event in 2021 , although they are hedging their bets , as a digital event will go forward regardless . I ’ m not sure I ’ d double-down on that hand , but stay tuned .
The need to evolve is clear – but the challenge will be how to attract the brands and people that made Baselworld what it was . I for one would propose an idea that the organizers will hate . Change to a biennial schedule .
An annual event may be good for the host , but it puts a lot of pressure on the brands to develop and produce “ newness ” each year . These new releases can throw shade on last-year ’ s offerings and put pressure on downstream sales before the new wristwatches have a real chance to establish themselves in the minds of collectors and on the shelves of boutiques . This ends up forcing discounts and desperation sales without giving a line or series a real chance on the open market .
Another benefit of the biennial schedule will be pent-up desire just to be there . If the current social distancing demands placed on humanity during this odd year have proven one thing , it ’ s that humans are social animals . After our imposed quarantines I know I ’ ll appreciate even more the physical proximity , the smile of an uncovered face , a firm handshake , and the other sights , sounds , smells and tastes endemic to attending an event like Baselworld in person .
Keep Watching !
4 | INTERNATIONAL WATCH | WINTER 2021