Baselworld’s long road back to rehabilitation will begin in Geneva this month with a pop-event running at the same time as Geneva Watch Days from August 30 to September 2.
The aim is to show the “new spirit of Baselworld” with 10 brands participating in an event with new modern branding and a fresh approach to networking, presenting and broadcasting news around the world.
The ten brands taking part could not be more different to one another, ranging from the mass market appeal of ICE Watch to high end independents such as Claude Meylan and David Candaux.
Other brands are Ludovic Ballouard, BA111OD Watch Concept, BOMBERG, Ikepod, Riskers and Sinn Spezialuhren.
Baselworld is designing the space as a meeting point and content creation hub. It will have a cocktail bar and there will be a DJ playing at the end of each day.
There will be seminars broadcast live with a series of industry experts debating current topics such as the use of blockchain in jewellery and watchmaking or the place of women in watchmaking today.