Editor’s Note
This article reports on Bvlgari’s decision to withdraw from Baselworld 2020, citing travel uncertainty due to the coronavirus and the success of its recent LVMH Watch Week presentation. It also notes a potential strategic divergence within the LVMH group’s watch brands.
Bvlgari has announced its withdrawal from Baselworld 2020 for two reasons: the uncertainty of international travel considering the spread of the coronavirus, and the success of its new product presentation at the LVMH Watch Week in January.
All four watch brands of LVMH’s Watches & Jewelry division (Bvlgari, Hublot, TAG Heuer, and Zenith) participated in the group’s Watch Week held at the Bvlgari Resort in Dubai. However, there are signs of a major split within the group regarding Baselworld, with Hublot, TAG Heuer, and Zenith announcing their intention to continue exhibiting.
Shortly after Bvlgari’s announcement, in a statement from Baselworld, Stéphane Bianchi, CEO of TAG Heuer and head of the group’s Watches & Jewelry division, stated:
Bvlgari’s announcement highlights growing concerns within the Swiss watch industry about whether the two major Swiss watch fairs, Baselworld and Watches & Wonders Geneva (formerly SIHH), can be held due to the expanding coronavirus outbreak. This year they are scheduled consecutively, with W&WG from April 25-29 and Baselworld from April 30 to May 5. However, last week, in meetings with the HODINKEE team in Switzerland, industry executives expressed concern about whether they would actually take place.
Bvlgari’s performance at the LVMH Dubai Watch Week in January contributed to the brand’s decision to withdraw from Baselworld 2020.
The coronavirus threat was also the reason for the cancellation of the Swatch Group’s ‘Time To Move’ event, originally scheduled for March 4-6 in Zurich. The group had planned to present new products from six top luxury brands to both clients and media.
Michel Loris-Melikoff, Managing Director of Baselworld, addressed the coronavirus issue at a Baselworld press conference today:
Jean-Christophe Babin, CEO of Bvlgari, expressed regret about not participating in this year’s Baselworld and indicated there is consideration to return to the show in 2021. According to a press release issued by Baselworld’s organizers, CEO Babin is expected to solidify that plan by June.
Amid a series of hurdles for the struggling show’s revival, the coronavirus is perhaps the latest and greatest threat. Loris-Melikoff revealed that the number of exhibitors across all sectors for the 2020 show has increased compared to last year.