One hopes to become an “experiential platform”, the other a “stage for expression”. Baselworld and the watch fair formerly known as the SIHH (now Watches & Wonders), coming together on the calendar with less than 12 hours separating them, are going all out to differentiate themselves.
Baselworld upgrades to V2
The Basel fair is undergoing a complete transformation. After several years of declining participation – in terms of both watch brands and visitors – Michel Loris-Melikoff has embarked upon a four-year reconstruction plan (due to complete in 2024). The aim is to make the fair more digital and more affordable, to bring the brands back and to connect the different members of the watch and jewellery industry. “We want to attract both professional players and the general public,” he explains. “We have developed a central concierge service which gives all exhibitors and visitors access to a single office to handle all their flight, accommodation and transport needs.”
