Jeweller - May 2019
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flexibility, informed debate and the support of the press.<br />
Following the loss of Swatch last year, special diplomacy will be needed to hold<br />
the loyalty of the majors of Hall 1.0 – Rolex, Patek Philippe, Chopard and the<br />
LVMH group (Bulgari, TAG Heuer, Hublot and Zenith).<br />
If any of them even blink then the ongoing prospects for Baselworld will be<br />
dramatically compromised.<br />
Still, the most intractable issues are cultural, with a significant dose of political<br />
intransigence from competing Swiss interests. Baselworld 2020 will commence<br />
on 30 April 2020, immediately after the Salon International de la Haute<br />
Horlogerie (SIHH) Geneva Salon.<br />
This is a superficial move toward unity, but it will take more than playing with<br />
diary dates for the politics to recede, as they should have done 20 years ago.<br />
In stark contrast to the SIHH, Baselworld is actively promoting the public<br />
relations exposure of its exhibitors. Management properly recognises that<br />
supporting press representatives – 3,300 of which attended the show in <strong>2019</strong> –<br />
has been an integral part of the promotional scenario over many years.<br />
It’s part of the reason why trade shows exist at all, and why brands decide to<br />
exhibit at them.<br />
In contrast, SIHH has embraced what some have called a ‘film-set<br />
pretentiousness’, with the construction and deconstruction of its Carré des<br />
Horlogers – once a compelling talking point and publicity tool which is now<br />
inflating exhibitor costs far above the equivalent exposure.<br />
Even in these depressed times, Baselworld still represents more than 15 times<br />
the exhibitors as SIHH; aligning its dates could lead to defections back to the<br />
larger show, and at the very least will make the Geneva Salon look like a minor<br />
distraction before the main event.<br />
SIHH – which split from Baselworld in 1991 – would be well served by forgetting<br />
the original tiff. There are now empty halls in Basel begging for a useful occupant<br />
– and what a wonderful opportunity to slash exhibitor costs!<br />
Speaking of which, the commercial interests in Basel and the MCH Baselworld<br />
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