Just after the Spring Festival, many watch lovers will welcome the Basel Watch Fair in March. Known as the ‘Oscar in Luxury’ watch and jewelry show will be held on March 8. After the decline caused by the financial crisis, the Basel Show is recovering due to the increasing attention of Chinese fashion people. The head of China from the world’s top ten watches also said that the Basel watch exhibition has now become a feast of well-known watches.
Trend of ‘Sinification’ in Basel
Affected by the global financial crisis last year, the number of exhibitors and the scale of the Basel exhibitions have shrunk significantly compared with previous years, and it has been accused of ‘declining popularity and exquisiteness.’ The organizing committee of this year’s watch exhibition will invite the global watch and jewellery exhibitors to gather in Basel in English, French, Chinese, Japanese and Italian on the official website more than 4 months in advance to welcome the global watch event. From the relevant information disclosure of the organizing committee, this year it is expected that more than 2,000 exhibitors from the watch, jewelry, gem and related industries will display their innovative and reformed products in Basel, such as Omega, Blancpain, Longines, Swarovski, etc. High-end brand timepieces will be presented at Baselworld with their new models. More than 100,000 visitors from 100 countries are expected to come to Basel to get the latest fashion trends and creative design ideas from the world’s top watch and jewellery industries. It is understood that many domestic watch suppliers have already participated in this year’s Basel Watch Fair. Some convention and exhibition companies are also well prepared to provide exhibitors with services to Switzerland.
Geneva watch exhibition brand Piaget
A person in charge of Piaget said: ‘The current Basel watch fair no longer seems to be a European event. Many times in the past we have seen more Swiss watchmakers, Antwerp diamond dealers, France and Italy. Luxury goods operators and U.S. buyers. Now, more and more Chinese faces are appearing in various groups and camps, and many local Swiss watchmakers also feel that if anyone can capture Chinese buyers, Whoever eats and wears in ten years does not need to worry about it. If it fails, it seems that it only gets deeper and deeper. ‘
Although this statement is a bit absolute, it reflects a mainstream trend, that is, the Basel watch fair is like the auto shows, clothing shows and shoe shows around the world, more consideration is given to the needs of the Chinese. Many exhibitors’ important exhibiting demands are to show their products or services to the Chinese market and win the favor of Chinese buyers.
This trend is already very clear, that is to re-establish the position of the Chinese market
High-end watch industry ‘near Shanghai’ Chinese market
If we say that two or three years ago, the high-end watch industry represented by the Basel Watch Fair was still testing each other on the Chinese market, then the former is now considered to have completely ‘closed’ to the Chinese market.
Just in 2009, the luxury goods industry has withstood the true test of the financial crisis, and well-known brands in the fashion industry, including Yoshimoto Yamamoto, have declared bankruptcy. Everyone hopes to see a new weather vane at Basel. In fact, this trend is already very clear, that is to re-establish the position of the Chinese market.
Before the Basel Watch Fair, the International Salon Watch Fair, a high-end watch in Geneva, was just held, which is a prelude to Basel. Some insiders also said, ‘It is easy to enter the Basel exhibition, but difficult to enter the Geneva exhibition.’ Mainly because there were almost 2,000 exhibitors at Basel, and only 20 exhibitors at Geneva. This watch exhibition, which is mainly based on Richemont Group brands such as Vacheron Constantin, Cartier and Montblanc, has more new faces such as Greubel Forsey and Richard Mille in recent years. The latter two are also frequent visitors at the Basel watch exhibition. One of the founders of the Greubel Forsey brand said that many of the brands at the Geneva watch fair were favored by the Chinese market, attracting the attention of more than 30 Chinese media representatives and a number of industry professionals. In Basel, small-volume brands like them are easily overwhelmed, while in Geneva, they have more opportunities to be noticed by the Chinese market. A few years ago, the name of the Chinese media could not be found on the media list of the Geneva watch fair.