Baselworld changes: halves number of exhibitors (600-700) and more innovation ♦ ︎
This news is of interest to all the jewelers and enthusiasts who migrate every year to Switzerland to follow Baselworld, the world’s largest and most prestigious fair for jewelery and watchmaking. It changes. In essence, it notes that the market changes and adjusts. (Also read: A big farewell to Baselworld).
MCH Swiss Exhibition, the company that organizes the Basel fair event, says that “the watch and jewelery market is undergoing a period of profound transformation, first and foremost through the growing market consolidation in terms of production and marketing, but even through the challenges and opportunities of digital technology.” In response to this development, Baselworld 2018 will “in a more dense and more concentrated form in different aspects.” Duration will be reduced to six days. “The number of exhibiting companies will be between 600 and 700,” says Basel. The decision greatly reduces the number of companies: this year, there were 1,300 exhibitors from 45 countries on 140,000 square meters. And the number has already been reduced by more than 13% over the previous year. “The fair is not based on quantity, but will remain the main event for the world’s first brands. This is in all segments” the Swiss company reiterated, calling for the opinion of some top-brands.
According to MCH Swiss Exhibition, Karl-Friedrich Scheufele, co-chair of Chopard, says that “Baselworld 2018 will be more coherent and more focused. I look forward to participating in the 2018 event and I think Baselworld’s decision has taken the right direction to start the change. “For Eric Bertrand, Chairman of the Baselworld Exhibitors Committee, are “the first steps in a very advanced future.”
The company also states that “to continue to meet the needs of the industry, all efforts will be made to develop the traditional trade fair in an extensive marketing and communication platform. From 2018 new forms of digital communication will be offered in real time. At the same time, conceptual approaches for future editions are already developing.” Words that suggest 2018 it’s a transition year for a new concept of fair. Monica Battistoni
Sempre secondo quanto comunica MCH Swiss Exhibition, Karl-Friedrich Scheufele, co-presidente di Chopard, sottolinea che «Baselworld 2018 sarà più coerente e più concentrato. Non vedo l’ora di partecipare all’evento del 2018 e penso che la decisione di Baselworld abbia preso la direzione giusta per avviare il cambiamento». Per Eric Bertrand, presidente del Comitato Espositori Baselworld, sono «i primi passi in un futuro molto avanzato».
L’azienda fa sapere anche che «per continuare a soddisfare le esigenze del settore, saranno perseguiti tutti gli sforzi per sviluppare la fiera commerciale tradizionale in una piattaforma di marketing e comunicazione estesa. Dal 2018 saranno offerte nuove forme di comunicazione digitale in tempo reale. Allo stesso tempo, si stanno già sviluppando approcci concettuali per le future edizioni». Parole che fanno supporre per il 2018 un anno di transizione, in vista di un nuovo concept. Monica Battistoni
