Jeweller - May 2021

Watching the Clock | WATCH INDUSTRY REVIEW
Watches & Wonders
was split into two
parts, starting with
a digital format in
Geneva, then over
to Shanghai for an
in-person salon.”
EST. 1981
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L to R: Rolex; Watches & Wonders Geneva was immediately followed by Watches & Wonders Shanghai (facing page);
Chopard movement (center)
Chopard
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Overall, 38 brands presented at the
Geneva W&W via the digital platform.
A few days later, 19 brands exhibited
in a physical format at the invitation-only
Shanghai show.
Media representatives, retailers, and
selected watch enthusiasts were able
to handle watches presented at W&W
Geneva, as well as new models created
especially for the Chinese market, and
coveted heritage pieces.
The list included new models from Rolex,
Tudor, Chopard, Baume & Mercier and
Ulysse Nardin.
In addition, the dedicated auditorium space
saw expert panels discussing topics including
digitalisation in business, the impact of the
secondary market in China, 2021 trends,
iconic watches and watchmaking’s grand
complications. The panels were also livestreamed
and broadcast via social media.
Building more anticipation and excitement
for the event, attendees were teased with
the promise of celebrity ambassadors,
influencers, and a 15,000-drone light
show on the closing evening.
Swatch Group digs in
Matthias Breschan, who was appointed
CEO of Longines in July 2020, recently
reaffirmed that Swatch Group will not be
returning to the normal form of trade fair,
such as HourUniverse, successor to the
now-defunct Baselworld.
IN SUMM ARY
Key Points
Digital
stop-gap
Online trade fairs
are no replacement
for physical, but
they have served
a purpose during
COVID-19
Supporting
small
The physical
shows offer
opportunities
and value to smaller,
independent
watch brands
Change is
in the air
HourUniverse’s
new summer dates,
pricing structure,
and attractions may
prove advantageous
The former CEO of Rado told UK-based
industry publication WatchPro, “The whole way
Baselworld was conducted was obsolete.
“We need new ways to present novelties
throughout the year and in different countries.
We need to be flexible.”
While it is assuredly true that it is beneficial
for watch brands to present their innovations
throughout the year and in different countries,
Breschan’s Baselworld assertion is
simplistic nonsense.
Baselworld certainly had its problems, but
those problems had nothing whatever to do
with obsolescence.
A primary release and presentation at
a physical event creates opportunities for
media, suppliers, retailers, and the public
to interact with the new products and build
relationships with the brand, as well as
networking with other industry players.
As has been noted by other analysts, a single
release is more cost-effective for smaller
brands which may lack the resources to hold
several presentations in different locations
throughout each year.
In a statement released in February,
Michel Loris-Melikoff, managing director
HourUniverse, said, “Our ongoing discussions
with industry stakeholders have clearly
demonstrated that the demand from the wider
community for a large annual gathering in
Switzerland, in the heart of Europe, is now
stronger than ever.
“We are working to make HourUniverse not
only the best business platform, but also a
superb experience for our visitors.”
He added, “The pleasure of all being together,
seeing clients and the press again, discovering
and creating new opportunities, facilitating
transparency, openness and conviviality
are at the heart of our endeavours.”
For its part, the organiser of HourUniverse –
the Switzerland-based MCH Group – says the
entire on-site reception structure has been
redesigned to address exhibitor concerns.
The pricing policy has been drastically adjusted
to allow exhibitors a better return on their
investment, adapted to their business’ size,
scope, expectations and needs.
Similarly, the accommodation offered for
exhibitors, media representatives, and visitors
alike will be at guaranteed competitive prices.
Outdoor catering and public entertainment
areas are also planned; these are promising
steps in the right direction.
In February, MCH Group published a statement
confirming the show – initially scheduled
for April, to coincide with Geneva W&W
– would instead be postponed to the Northern
Hemisphere summer (June to August).
It remains to be seen if the new Swiss show
can live up to the Baselworld trade fair legacy,
but the industry exhibitors should at least give
it a try.
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