The wait is over Baselworld 2013 is live now!


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!