Baselworld: What's Next?

In a ‘transitional’ edition, of which much was known even before the doors opened, the strategy for Baselworld 2020, revealed at the end of the Show, implied a desire to resume and re-launch the chances of a show that, this year, lost a great deal of its international character. Which assets should be focused on? As Watch Pro underlined at the closure, the main point gleaned was the strategy of a unified program with Geneva’s SIHH, whose already confirmed dates would mean shifting the show by more than a month from its usual calendar (30^th April – 5^th May 2020). This would be followed by re-opening Hall 2 with the consequent re-launch of the jewelry sector and a new «The Watch and Jewellery Community» tagline, as well as a worldwide roadshow with pop-up events to be held during the 12 months prior to the Show opening. But let’s take a look at the 2019 numbers: 81,200 visitors (22% less than 2018); 520 exhibitors (20% less than 2018) and 3,300 press insiders (12% less). Numbers that define 2019 as a transition year, as the Director of the show himself declared. «We received an extremely positive response to initial innovations such as the layout of Hall 1.0, the new Press Centre, the Show Plaza in Hall 1.2 and the intensified communication, which also spanned digital channels», Michel Loris-Melikoff, Director of Baselworld said. The intention to transform Baselworld from a classic trade fair model to an experiential platform is further strengthened by the digitalization road that has been embarked upon as of this edition and which will be developed even more over the coming year. The new ideas presented for 2020 will include a full program of CEO talks, a Virtual Reality Zone, a Retailer Summit, an Innovation Square in Hall 2, with a large area specifically for smartwatches and wearables. «Our strategy» continues Michel Loris-Melikoff, «met with strong approval from the exhibitors during the presentations. We will tackle change with vigor and passion».