BaselWorld is Busy while Watches Rule

Watches are big. I don't just mean that they sell well, they are big business and watch companies exhibiting in Basel spent a hefty euro on their booths.

The allure of the watch is a little baffling, but it looks like everybody wants a piece of the action. Its not only traditional watch companies with extravagant booths, but also jewelry companies that preferred a booth in the watch area rather then their 'hometown' jewelry section (Harry Winston and H. Stern, to name just a few).

Fashion companies like Gucci and clothing outfits such as Diesel were joined by  sporting goods manufacturers of the likes of Fila and even car makers (you have to love that six shift dream machine in the Porsche booth) to present their time pieces.

The big standout is Rolex with the biggest booth, rumored to cost them several million dollars to construct, complete with hardwood floors, mosaics, and even a few watches to boot.

Branding and marketing went in all directions, from quiet elegance to the loudly outrageous. It is all well and good as the visitors are flocking in and the Hall is packed.

Hall 6, Hall of the Universe, set a different mood altogether. Enjoying very decent traffic during the weekend, exhibitors are putting on a happy face, but the truth is that the slightly remote location, away from the main halls with the jazz music and food stands, did not justify the extra cost that they were charged.