With a number of regulars pulling out of Baselworld, the global watch and jewellery industry is anticipating to see where and how will the upcoming Swiss fair be. Michel Loris-Melikoff, managing director of Baselworld, gives a preview of the innovations of the fair scheduled for 21-26 March 2019.
Strengthening the jewellery area is among the important goals of the 2019 show, according to Melikoff. “That’s why it [jewellery] will be much more centrally positioned in Hall 1.2, where it will also have a genuine visitor magnet: a Show Plaza with a spectacular 240o catwalk. There will be three live shows per day on the catwalk, which can also be used for events in the evenings. ‘The Loop’ will offer several new catering options directly in Hall 1.1,” he explained.
‘Les Ateliers’ for independent watchmakers will get a new stage in Hall 1.0 South, Melikoff said. To journalists’ benefits, the show will open one day prior to its official opening.
“The objective is to strengthen the show’s event, communication and marketing character. Baselworld must be a unique experience that’s newly surprising and different each year. We still have some time ahead of us before Baselworld 2019, so several additional concepts will also be added,” he said.
Facing the changing market conditions including digitalisation, Melikoff admits that a totally different Baselworld is needed by the current market. He said: “The topic of digitalisation is accordingly at the top of our list. Among other things, we are also developing a new communications strategy that works with innovative formats such as chatbot to provide the brands with a year-round stage for their products. But digitalisation will and just take place and show itself in many other areas as well. We are in the process of developing new ideas here too.”
In response to the overwhelming requests for adjustments on hotel rates, stand fees, admission prices and restaurant choices, Melikoff said negotiations with hoteliers and restaurants are underway, while they have partially set new prices for 2019 to further reduce expenses for
exhibitors.
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