Business News: LVMH Sticks with Baselworld for 2020

But noncommittal for 2021 and beyond.

Baselworld and its parent, Swiss exhibitions organiser MCH Group, enjoyed a spot of good news today with luxury giant LVMH confirming that its four watch and jewellery brands continue to exhibit at Baselworld 2020, which has been rescheduled to take place just after SIHH.

Although there were rumours during this year’s fair that LVMH would be leaving, recently appointed LVMH watch division chief Stephane Bianchi has opted to stay.

LVMH’s trio of watchmakers, Hublot, TAG Heuer, and Zenith, along with Italian jeweller Bulgari, will retain the booths they used at this year’s fair, which together occupy a substantial amount of prime real estate right next to the main entrance of the exhibition hall.

LVMH has not confirmed its participation for 2021 and beyond, instead taking what appears to be a wait and see attitude, with Mr Bianchi quoted as saying “Our discussions and the changes that will be implemented will allow us to reassess our future involvement after the [2020 fair].”

baselworld 2020 Zenith booth

Zenith at Baselworld this year

Since the shock exit of the Swatch Group last year, which broke the dam and caused a rash of departures, the fair organiser has keen to stress the cooperative nature of its new management team led by Michel Loris-Melikoff, who describes the fair’s evolution as “a creative and completely open process with no constraints or thought restrictions, that [Baselworld and the brands] are tackling together.”

The fair’s organisers further promise “new presentation concepts” and  “innovative exhibition formats” for the year after next, all of which will be conceived in collaboration with the exhibiting brands.

Although none of the other major players that show at Baselworld – namely Rolex, Patek Philippe, Chopard, and Chanel – have publicly announced their participation at next year’s fair, they have made it known privately that they will be there.


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