Baselworld heeds calls to change after Swatch exit

Swatch Group was pulling out of one of the most important events in the calendar of the world's watchmakers - the annual Baselworld trade show, where Mr Loris-Melikoff had taken over as managing director Mr Loris-Melikoff, who took over as Baselworld managing director on July 1, agrees change is essential His immediate priority is rethinking next March's Baselworld.

As part of its social media strategy, Baselworld will beef up its use of chatbots, which use artificial intelligence to talk to customers - and extend their use on to WeChat for Asian audiences Mr Loris-Melikoff says his "Most important work, the fundamental work" would be on revamping Baselworld for 2020 The results, expected in November, will determine the balance Baselworld strikes between its traditional business-to-business focus and becoming more of a business-to-consumer marketing event.

"In the past we were a pure selling platform and now we have to think about whether Baselworld should become a selling platform and an experience platform." . Source