Probably one of the big news that came out in regards to the new measures the organization of Baselworld is taking in order to improve the marketing and perception of the event is related to the partnership between them and SIHH. But what impact could this measure have for both showcase shows?
From 2020 onwards it seems that Baselworld and SIHH will be coordinating their dates. From this year on to 2024, SIHH will be held from 26 to 29 April in Geneva, followed immediately by Baselworld from 30 April to 5 May in Basel.
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Before, the two events were set completely apart from each other when it comes to dates: SIHH took place in January, while Baselworld was held in March. Fabienne Lupo, President and Managing Director of the Fondation de la Haute Horlogerie, and one of the main organizers behind SIHH has stated that the two events, despite being different perfectly compliment each other seen as they are somewhat directed towards the same markets:
“(…) Resynching with Baselworld will further confirm Switzerland as the foremost destination for watchmaking in the world. This is something we welcome wholeheartedly, as it is in the interests of all.”
Michel Loris-Melikoff, Managing Director of Baselworld has also come out to say that this measure aims to improve the conditions and time constraints of visitors, the media and the brands and watchmakers, defining this measure as a “major breakthrough for the future”.
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The coordination of both events can represent also an extended time period that will be dedicated to this industry, helping many brands and watchmakers have a more prominent presence during this period in Switzerland (and in the whole World as a whole). Not only that, but it will save many time constraints especially for the brands that had to travel two times to Switzerland.
Will this strategy succeed? It could be a potentially new chance to give both events a bigger projection, however, we will have to wait until 2020 to see the first results.