Back from the Dead: "The Baselworld Brand Must Remain"
June 27, 21
(IDEX Online) - Baselworld is back from the dead, with a five-day event planned for spring 2022.
Organizers of the iconic Swiss trade show said they were dropping the name after an exodus of big-name exhibitors and a bitter refunds row over the Covid-enforced cancelations of its 2020 event.
They even announced its new incarnation, a watch and jewelry event to be called HourUniverse, which was billed as "a new concept for a global platform for the watch, jewellery and gemstone industries".
However organizers MCH Group has now backtracked, insisting the Baselworld brand must remain, albeit with changes to the format of the event.
"Instead of focusing on the spectacular appearance of luxury brands in the watch, jewellery and gemstone sector, the new Baselworld will primarily be a B2B platform in the mid-range luxury segment," it says in an upbeat announcement that makes no mention of recent difficulties.
Baselworld managing director Michel Loris-Melikoff said: "After the corona pandemic had stalled Baselworld over the last two years, we took a lot of time to talk to our partners and exhibitors. One thing became very clear: the Baselworld brand must remain, but it must fundamentally change."
The group announced in May 2020 that it was axing Baselworld after an exodus of big-name exhibitors and the launch of a rival event by Rolex, Patek Philippe, and others.
Brands that deserted Baselworld includes Rolex, Patek Philippe, Chanel, Chopard and Tudor, as well as Bulgari, TAG Heuer, Hublot and Zenith, all part of the LVMH Group.
Their departures followed those in 2018 of The Swatch Group, which had 17 brands in the show, as well as Breitling, Gucci, Bulgari, Seiko, Grand Seiko, Citizen and Bulova.
The Baselworld 2022 show, scheduled for 31 March to 4 April, aims to attract smaller watch and jewelry manufacturers rather than the prestige players.
Pic shows Baselworld 2018