Time’s up? Baselworld, the world’s biggest watch fair, fights to stay alive

Apr 29 , 2019

Michel Loris-Melikoff, show director of Baselworld, which 10 years ago, with more than 2,000 exhibitors, was a cash cow for event organiser MCH Group – but now is a cash killer. Photo: Hodinkee

Rolex and Patek Philippe will return next year, but there are doubts about others – despite sweeping changes to appease disgruntled exhibitors, writes Joe Thompson

For the second year in a row, the big story at Baselworld, the world’s largest watch and jewellery fair held each year in Basel, Switzerland, was the show itself.

Last year, when the number of exhibitors dropped by 50 per cent, Baselworld was fighting for its life. It still is.

All the leading indicators at the 2019 event, held from March 21 to 26 were down: the number of exhibitors was down 20 per cent to 520; visitors were down 22 per cent to 81,200; and media representatives were down 12 per cent to 3,300.

The smaller, sparser show was a shock to many visitors.

“Welcome to Baselworld Lite,” one United States brand manager of a Swiss brand said as I approached his booth.

We were in a downward spiral. The whole format of Baselworld has to be changed

Michel Loris-Melikoff, show director, Baselworld

There is one huge difference, though, between this year and last year.

This year Baselworld has a new management team determined to radically revamp the show for the digital age. They have introduced some changes this year. The big ones come next year in a fierce bid to save the 102-year-old show.

Major luxury Swiss brands, such as Patek Philippe, are crucial to Baselworld’s continuing success. Photo: Hodinkee

Whether the new team can do that depends on decisions that Swiss watch CEOs make over the next few weeks about whether to return next year.

Show management is pitching to not only current exhibitors, but the 1,000 that have left over the past three years.

As an incentive, Baselworld announced on the last day of this year’s show a new price structure that will reduce fees for exhibition space by 10 per cent to 30 per cent next year.