Baselworld, the biggest watch fair in the world opens its doors today. Discover what’s new this year and go back in time to better understand the challenges of this extraordinary event.
This year will see many new premises redesigned height with less square meters (still 141,000 m2) but more volume in the end, for brands that want to see the big picture. This new architecture of the complex halls designed by Basel architects Herzog & de Meuron and transcribed what may be the world of luxury through a sublime symbiosis of form and materials.
And if the Baselworld has such a great reputation and has become the watchmaker much awaited event of the year; it’s not for nothing…
A historical reference
First, the salon has been operating for many years and has gained legitimacy by the services it offers, from year to year. The first edition of this event dates back to 1917 Originally, it was called “Schweizer Mustermesse (MUBA)” or “Swiss Basel Fair samples” and watch jewelry was only a cog in the event that the departure did not give to see that products made in Switzerland; and opened later in 1973 in Europe. This is actually in 2003 that the event took its current identity and positioning as we know it today.
Hundreds of thousands of visitors expected, a financial windfall. Besides this legitimacy, the fair has a fairly simple asset: it is open to the public! Unlike, the International Salon of Haute Horlogerie. This automatically attracts a more general fervor, but many journalists (we expect no less than 3,500 from 70 countries) for which such a show is still a great opportunity, because it is a fun topic to cover, and that will interest the greatest number. And for some years now, some bloggers were accredited to cover the event and thus contribute to its influence in the world. 100,000 visitors are expected over the 8 days of the show.
To Basle when you love fine watches, it’s like a ride at Disney when we are children. It’s big, it’s beautiful, it shines, exhibitors fold in 4 to eyeful their future or potential customers see and hold transcend their luxury image.
The grand integral part of this event is which sees all big. If we take for example the case of the Breitling brand, we see that the pomp is still in force even if the style is not far behind. Also, the brand has chosen to set up a booth on 4 floors, impressive, especially to attract all the attention with a … aquarium. Giant aquarium, the kind with 17,000 liters of seawater with 4300 exotic fish. Breitling is therefore part unquestionably of those brands that have invested and are sacred to their stands, between 3 and 25 million Swiss francs.
The moment of truth
If the watch year starts with the International Exhibition of Swiss Haute Horlogerie, we can say that it’s Baselworld confirming the economic tone set in the year. All brands Major groups are given appointments, except those of the Richemont group. They meet up with both their audience, their retailers, media that will convey their messages, hence the phenomenal challenge for these brands that innovate year after year to try to keep a number and health of an entire economic model.
Obviously, Lovetime will relay to you the major issues and discoveries that punctuate this 2013 edition Stay tuned!