One more year, and a few are going, tomorrow it startsBaselworld 2019the (still) most important watch fair in the world. And I say still because in three years it has gone from 1,500 exhibitors to just over 500 (650 last year, 3,200 ten years ago)… “but I'm still the reeeeeey.”
I don't know for how long, what I do know is that this Baselworld 2019 edition that starts tomorrow will be especially busy with the Press guys, lest it be the last, at least in the format we know it. Because what is clear is that it has to change, starting with the managers (there was a powerful scramble last year, especially after Swatch Group announced its departure in June) and ending with the business model, naturally passing through a hospitality sector that takes advantage - rather abuses - of the situation without any shame.
One of the first things the new managers did was go talk to Nick Hayek to tell him what they wanted to do, although the best thing they achieved was that he didn't give them a resounding no to returning, which they wanted to translate as meaning that the options are still open. The next thing has been to rethink the business: the medieval fair format, where the manufacturer shows new products to resellers who in turn will transmit them to the end customer when they return, has been surpassed by the immediacy of communications, and what it is about is contacting directly with the end consumer from the fair itself.
Another action – surprising due to the rapid success achieved – has been to propose to the eternal rival (the SIHH, Salon de la Haute Horlogerie created by the Richemont group for its brands, although for some years it has incorporated brands from outside the group) to coordinate dates so that one fair comes after the other and visitors (whether distributors, Press or even the general public) only have to travel to Switzerland once. This, which would seem secondary to any European with access to low-cost flights, becomes a milestone when we talk about Asians or Americans and the transoceanic flights that this entails for them.
What will they have offered from MHC, the powerful company that owns both the fair and the facilities? Something good, without a doubt. But we will have to wait until 2020 to know if they have been successful: those responsible themselves admit that they have not had time to implement almost anything they have thought of beyond emergencies to fill the gaps left by those who leave. And communicate those ideas. We should consider Baselworld 2019 as a year of transition.
The thing about hoteliers is a different story. In all cities with fairs or international events, price increases occur in hotels when they get closer. What is not so normal is that the prices of restaurant menus also do the same or that the hotels themselves force you to contract services or additional nights as a condition for “giving” you the room. This only happens in Basel, which is still a minor city compared to, for example, Geneva, which is not nearly as crazy for the SIHH. It is assumed that the new management of Baselworld has managed to stop this... you can do a search right now (if you read this on its publication date) to realize how little success has been achieved.
Some quick tips for anyone who wants to attend:
- Stay on the outskirts. There are good public transport connections, you just have to study the network a little. If there are three or more of you, consider renting a car.
- The same for meals: the further away from the venue, the less outrageous the prices (but no one is going to save you from paying figures you are not used to)
- Buy your ticket online (60 CHF one day, 150 for the entire fair).
- Don't try to see everything in one day, although you may be able to do it if you just window shop (which will be the easiest since it is practically impossible to make appointments if you are not a professional or Press)
- Go for the independents. They usually have more time to tell about their project, and they are very grateful.
If you go for just one day you should know that there is a shuttle from the airport that leaves you at the very door of the fair. It used to be free, but for two/three years it costs 5 francs (they gladly accept the same amount in euros). Maybe they made it free again, we'll have to see.
Opening in three, two, one...
You can follow it live here:Baselworld 2019 live. Or almost
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