Baselworld takes on a new avatar in its 2020 edition, to be held from April 30 to May 5, 2020. More open, richer in content, and more connected, it will reflect this positive dynamic starting with the number of exhibitors, which is again on the rise. We speak to Michel Loris-Melikoff, Managing Director of Baselworld, on the ongoing evolution
What will be the major changes for the 2020 edition?
Baselworld is undergoing a profound transformation that has been implemented after listening to the wishes and expectations of brands and visitors. It will present itself in a new light for exhibitors, visitors, journalists and the global community that monitors its activities via social networks. For each of these players, the 2020 edition will offer a new face.
Can you summarise briefly the “pluses” of the 2020 edition?
A clearly more attractive exhibition, with more exchanges, more experiences, more exhibitors, more openness, more forward-looking, and more adapted to everyone.
What about the number of exhibitors?
The number of exhibitors is still growing as new contracts are still being signed. The proposed developments have generated positive reactions from professionals and have helped stem the negative spiral of the past few years. We are confident, both for 2020 and the years to come.
How is the “Gems & Pearls” sector faring?
As early as November, we had already registered an increase of more than 50% of exhibitors in this sector. We have been able to reposition our offers to better meet the specific expectations and needs of the players in this sector. We have been working closely with the largest international confederation of the jewellery, stone and pearl industry, CIBJO.
Is the new “Community District” part of your commitment to propose more flexible offers?
Absolutely; the Community District is a response to the needs of both exhibitors and visitors. This is clearly why exhibitors – such as Maurice Lacroix – who chose to leave us two years ago have decided to return in 2020. This proves that we are better and more responsive today to the expectations of brands.
Is the Community District also a change of approach?
Certainly; as watchmaking is changing, so is distribution and communication. It is quite natural that Baselworld should also be transformed. Designed and conceived in collaboration with the brands, the Community District is a change from the traditional B2B model to a platform of experiences for the entire community: retailers and distributors, media, collectors, end customers and enthusiasts.
This absolutely innovative concept takes place in the heart of Hall 1.0. The Community District will be a new complex of several large buildings, each housing two to three brands, with a harmonious layout between the different spaces and customisable interiors on two levels.
What are your various offers for independent watchmakers?
We have three distinct elements – Les Ateliers, the Watch Gallery, and the Incubator – that independent entrepreneurs can avail corresponding to the various stages of their development. This will be in the main Hall 1, welcoming watch enthusiasts who love to see the hyper creativity of these craftsmen.
What will be new in Baselworld 2020?
We will be offering a never-seen-before event programme; starting with the Show Plaza – inaugurated last year – that will offer a series of conferences and panel discussions highlighting the current challenges, and sketch out scenarios for the future.
Can you explain about your partnership with the Basel Hotel Association?
Thanks to our strategic agreement with the Basel Hotel Association, via a single point of contact and a contact person, visitors can book their entire trip and stay in Basel. This is a real plus for all those who will be joining us in April and May.
What is the role that brands have played in the transformation of Baselworld?
It is a fundamental one; we have listened to our exhibitors and built adapted solutions and initiated the change together.
