Will Swatch Group Brands Move To Geneva in 2021?

When Swatch Group decided to pull out of Baselworld in 2018, I  expected that it would be the beginning of the end. “When Rolex pulls out as well, it is done,” I said numerous times.

And last week, not only Rolex (and Tudor) and Patek Philippe pulled out, also LvmH made the decision to leave Baselworld. Also not totally unexpected, as Jean-Christophe Babin, CEO of the Bvlgari Group told me in January that the reason for being in both Dubai and Baselworld, was a “contractual thing”. That all LvmH watch brands would be pulling out, was a bit of a surprise though. Oh, let’s not forget that Breitling also made an early move out of Baselworld.

Things will be very different from now on, and the annual pilgrimage to Basel – which I thoroughly enjoyed for many years – is over. I will even miss the CHF8,50 sausages everyone is raving about (and they weren’t even that good). I already missed Swatch Group dearly last year, even though they did their own Time to Move event in May. That was an interesting event as well, but not something that could be done in the same way in the next year (thus 2020). For this year, Swatch Group had something else lined up. Time to Move would take place in a one-day event in Zurich, using one of their own buildings/venues. Canceled due to COVID-19 already in an early stage, followed by Grand Seiko with their GS Summit in Japan. Another brand that pulled out Baselworld, at least for 2020.

The other event that would take place this year, is Watches & Wonders in Geneva. Also canceled due to the pandemic we are all suffering from at the moment, some definitely more than others. Watches & Wonders announced to do a digital show starting Saturday 25th (but word is that it already starts Friday 6:00PM CET now).

As we wrote last week in this article, Baselworld will definitely look different next year. If there’s going to be a Baselworld at all next year, it will be in an entirely different format I think, and hope. Now that LvmH announced last Friday they are pulling out as well, there are not many big brands left. Let this sink into you: Patek Philippe, Breguet, Rolex, Glashütte Original, Blancpain, Omega, Hublot, Breitling, Zenith, Tudor, TAG Heuer, Bvlgari, Longines, Hamilton, Tissot, Certina: they (and more) are all out.

Now, the good thing is that there will be at least one huge event again in Geneva next year, where most of the brands above + Richemont (or the Watches & Wonders brands) will exhibit. That’s awesome, and a big relief to us watch journalists. And assume it will be the case for retailers as well.

Remaining questions

Two remaining questions I have: what will happen to the smaller (independent) brands that were showing their new watches to us and their retailers in Baselworld? Think of Oris, Sinn, Fortis, but also smaller indie brands. And last not but least, what will Seiko, Grand Seiko, Casio, G-Shock, and Citizen (Group) do?  Will there still be two major events with one being a bit less major than the other?

The other question, which I started this column with, is about Swatch Group. What will they do? Mr. Hayek pulled out Baselworld, and with good reason, and apparently he saw things correctly early on. He also decided to cancel Time to Move 2020 due to the COVID-19 pandemic, which has been a good call (especially in hindsight, as many commented that it was too early to cancel). But what will be done in 2021? Will Swatch Group still organize their own Time to Move 2021, or will they join forces and go the Geneva route?

Time to Move

And what about the brands like Longines, Certina, Tissot, Hamilton, etc.? They weren’t present at Time to Move and did their introductions locally, which also has not really worked out well, to be honest. I would love to see all Swatch Group brands being part of an event (be it Time to Move or in Geneva), to get to see the new watches, examine them, talk to the brand representatives and do our photography. The alternative is going back to Baselworld, with all Swatch Group brands and occupy all of Hall 1. But is that really an alternative? I have no preference, except for seeing all Swatch Group brands back together at one (larger) event. Be it their own event or part of a bigger event.

Fact remains that Baselworld messed up big time. COVID-19 might have been the last drop for them, but they didn’t achieve to get their act together after the first concrete signs of a displeased exhibitor (Swatch Group). Their spammy behavior that followed, including interviews with brands, with journalists, with news about brands that would return to Baselworld (Maurice Lacroix was hailed), the willingness from Basel hotels to move a bit towards the visitors (which they didn’t in the end), all didn’t have the wanted effect on the matter.

The one thing that comes to mind is greed, not only from MCH Group / Baselworld but also by the city of Basel in general. Not so strange, as Basel holds an interest in MCH Group. Crazy prices that scared away not only exhibitors but also visitors and guests. At some point, people (and companies) have enough of that and it seems that COVID-19 gave the final push. Baselworld 2020 got postponed to 2021, and yet the organization wanted money from the brands. They basically gave exhibitors two options (grabbed from SJX’s article, which is a must-read, if you haven’t done so already):

Option A:
– 85% of the amount for Baselworld 2020 carried over to cover fees for Baselworld 2021
– the balance 15% retained by the organizers to help cover the out-of-pocket costs of Baselworld 2020

Option B:
– 30% of the amount reimbursed
– 40% of the amount carried over to Baselworld 2021
– 30% of the amount used to help cover the costs incurred by Baselworld 2020

Rolex pulled out, as did Tudor and Patek and a few days later, LvmH followed. MCH Group sent out a press release that had a lot of mud-throwing in there but didn’t mention any of the above signs of greediness.

Will Baselworld be able to fix it? Or will it be a very slimmed down exhibition for the brands that can’t or won’t join the Geneva events next year? What actions will they take and did they finally really learned that arrogance never pays? I watch and wonder.

If there will be a Baselworld, we will be there for sure to show support for the brands who are exhibiting there. We will book our tickets and places to stay with cancelation insurance though, that was our learning this year.