Changes Ahead at Baselworld

The increasing popularity of the Baselworld show and its move to ever more luxurious surroundings has led to some changes at this year’s show, with other significant changes in the pipeline.

Although Baselworld is well-known for the lavishness of its booths, for some brands there just hasn’t been enough room in the past. To address the issue this year, show organizers have added the “Baselworld Palace” to the exhibition square for watch and jewelry brands and have increased the display space in the newly designed exhibition areas in the “Hall of Fascinations,” in building 2 for watch brands, and in the new “Hall of Impressions” in building 3 for jewelry exhibitors.

But these are makeshift measures compared to what really needs to be done. There is an obvious need for more space at the show, but the current show philosophy does not include a plan to reduce the amount of space given to certain companies in order to allow entry to others; quite the opposite, in fact.

As Sylvie Ritter, show director, said, “We are sticking to our strategy of not admitting greater numbers of exhibitors, but instead offering the companies the presentation space they need based on their relative importance within their respective sectors.”

To resolve the space issue, last year show organizers announced the “Exhibition Centre 2012” project. This idea, which is currently in the planning permission stage, will increase the floor space to almost twice as much as what exists presently.

In addition, the new height of the hall will be enough to accommodate more multi-level booths, with the entire area being much more self-contained with better connections between the halls. 

If the result of a June 1 referendum in Basel is positive, this plan will go ahead. According to Rene Kamm, CEO of MCH Swiss Exhibition (Holding) Ltd, it is a sure thing. “We have no doubt that the population of Basel will say ‘yes’ to our project. They are aware of the benefits that our company’s activity, and especially Baselworld, brings to the region,” he said at a press conference. 

Just to put some of those benefits into perspective, according to a study conducted by BAK Basel Economics in 2006, activities of the exhibitors and visitors at Baselworld generate a turnover of CHF 1.2 billion ($1.175 billion) per year for Switzerland. It seems likely the local populace would not vote against such economic advantages.