Five Ways I Would Make Baselworld A Far Better Wristwatch Trade Show

More than two years ago - before COVID-19 and the exodus of certain key exhibitors from the Baselworld - I began discussions with show organizers about how the show could be more useful in a world where the value of traditional trade shows has dramatically changed About a year ago, these discussions intensified as the organization behind Baselworld was keen to develop a roadmap for how the world's most important watch trade show event would adapt to a world when it needed to offer different value to the industry it served The goal would be to reaffirm the value of an in-person trade show event, while also being mindful of ways that Baselworld had become bloated, inefficient, and ineffective from the standpoint of offering its exhibitors value.

Baselworld was never a trade show in the sense that many other industries have trade shows Adding to the problem is that most other watch trade shows around the world have been loosely or directly based on the format of Baselworld, the implication being that while Baselworld is not the only watch trade show game in town, as a leader it has prompted many other regional or competing international trade shows to emulate many of its same outdated principles I would recommend that Baselworld begin with two full press exclusive days, followed by three days of Baselworld dedicated to general retailer, distributor, supplier, and other watch industry business professionals, and finally two ending days of Baselworld which are general-purpose meeting days but where the show is open to the general public as well as for brand VIP clients.

Dedicated watch media publication booths are a good investment for Baselworld because it not only makes the exhibitors happy but also ultimately will deliver far more media value to the show. . Source