Editor’s Note
The future of Baselworld remains uncertain as its organizer, MCH Group, struggles to revive the iconic watch fair. After its effective closure in 2020 and the failed launch of a replacement event, plans for a 2022 edition were announced—only to be followed by another pivotal decision in November. This article traces the ongoing saga of its demise and attempted revival.
The saga of Baselworld, once the world’s largest watch fair, continues to unfold. The fair effectively ceased to exist in 2020. However, in July of that year, the organizer, MCH Group, announced the launch of a replacement event called ‘HOUR UNIVERSE’. This plan faded away due to the pandemic, and then MCH Group declared it would ‘stop HOUR UNIVERSE and revive Baselworld’. While the ‘Baselworld 2022’ event was announced in August this year, on November 12th, the decision was made to cancel it, stating that ‘more time is needed to launch a new concept.’
The origins trace back to 2020. Dissatisfaction with high exhibition fees and hospitality deemed unsuitable for the luxury business led major brands, including the ‘king of watches’ Rolex and brands under LVMH Moët Hennessy Louis Vuitton, to withdraw, leading to the fair’s demise.
In July 2020, MCH Group announced a new event, ‘HOUR UNIVERSE’, to be held in Basel, Switzerland in April 2021, replacing Baselworld. However, the expansion of COVID-19 caused HOUR UNIVERSE to fade out. In June 2021, whispers among Japanese watch industry insiders questioned ‘whatever happened to HOUR UNIVERSE?’ when MCH Group then stated it would ‘stop HOUR UNIVERSE and revive Baselworld.’ The ‘Baselworld 2022’ event was announced for March 31 to April 4, 2022, only to be canceled on November 12th.
While Baselworld participated in a pop-up format at the ‘Geneva Watch Days’ event hosted by Bulgari in Geneva from August 30th this year, none of the ten exhibitors were major watch brands. The message announcing the cancellation of ‘Baselworld 2022’ listed several plausible reasons, but the underlying issue was likely an inability to attract participating brands.
Simultaneously, MCH Group announced the departure of Michel Loris Melikoff, the literal key figure who had served as Managing Director of the fair since 2018. This may mark the final curtain for the Baselworld saga.