If we want to get technical about it, even without the Swatch Group’s conglomerate of 18 brands, Baselworld is still the largest watch fair of its kind. There will still be 600-plus exhibitors come 2019, including the likes of horological giants Rolex and Patek Philippe. And – for now – the other big-name conglomerate, the LVMH group that owns brands like Hublot, TAG Heuer, Zenith and Bulgari. It is a big hit for Baselworld, but it is not quite the knockout punch.

The rumblings of discontent have been going on for quite a while. Veteran watch journalist Timmy Tan recalls that back in 2013, a major Singapore-based retailer had predicted that Baselworld will cease to be as important as it was in the past, given the increased mobility of brands and the evolving dominance of online communication. It sounds like a very 1990s thing to say. But remember that the Swiss watch industry is not known for being quick and nimble. Coupled with the perception that the Baselworld exposition and its fringe industries from hotels to F&B establishments have been ripping visitors off with jacked-up costs, the lid is bound to blow. SO WHAT ABOUT THE REMAINERS?
Going back to the earlier analogy with The Avengers, the question is: will the combined star powers of the The Hulk and gang be a big enough draw? Likely. But it is the supporting cast of smaller players who lean on the buzz of the annual watch fair for a ready captive audience that will be taking the bigger blow.

Tom Chng, a fervent watch collector and founder of the Singapore Watch Club says that the romance and impact of a watch fair like Baselworld is still relevant. “For us, Baselworld is like a mecca, and visiting is almost like a pilgrimage. From a collector’s perspective, I think the slew of watches introduced in this way gets us excited and the hype will surely have some impact on buying decisions,” he says.

Nick Hayek, CEO of the Swatch Group said that the annual watch fairs as we know it “no longer make much sense”. It is also reported that the Swatch Group stands to save about US$50 million annually by not exhibiting at Baselworld. So where is the money gonna go? And how are the Swatch Group brands going to showcase their new products? If the unrealistic premium that watch companies pay to exhibit at Baselworld is an accurate account, the conglomerate could easily hold multiple launches at its various global markets (or ‘satellite events’ as Pamela calls it), time them in a manner that isn’t bound by the deadline of an annual watch fair, and still possibly have some savings at the end of the exercise.
