Baselworld has begun to show signs of flexible management, such as announcing that it will be held in conjunction with SIHH from 2020. The exhibition, which has firmly established itself as a venue for the presentation of new products, is finally reaching a turning point.
Baselworld, the world's largest watch and jewelry fair, will be held again this year in March.
Since its inception in 1917 as the Basel International Trade Fair, the Baselworld trade fair has been held in Basel, Switzerland, for over 100 years, despite changes in name and organizer. As mentioned at the beginning, its appeal lies in its scale, said to be the largest trade fair in the world. As a result of watch brands from around the world continuing to use the fair as a platform to unveil their new products, today it boasts a diverse mix of makers, from major fashion houses to mid-tier brands, small manufacturers, and even independent watchmakers. This diversity allows buyers to find the products they most need and allows the press to find the perfect subject for their media coverage. This is precisely why, even in this age of widespread smartphones and the availability of social media, a convenient and cost-effective means of disseminating information, many manufacturers still invest enormous amounts of money to unveil their new products at Baselworld.
So, can Baselworld, which has built a solid foundation as a "festival of time" over its long history, maintain that position in the future as various means of information dissemination are presented to manufacturers? At the very least, Baselworld is currently undertaking a variety of initiatives for the future. Symbolic of this is the news announced at the end of 2018 that it would be held in conjunction with SIHH. Its willingness to prioritize convenience for retailers and buyers, even going so far as to consult with SIHH in an effort to attract customers, is nothing but proof that the exhibition is actively working to remain a "festival of time." Baselworld is truly at a turning point.
We are already looking forward to Baselworld 2019, which will be held under more flexible management.
