【Basel, Switz】Four LVMH Brands Including TAG Heuer Withdraw from World’s Largest Watch Fair, Sealing Its Collapse

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Editor’s Note

The departure of LVMH’s major watch brands from Baselworld marks a pivotal moment for the luxury watch industry and the future of traditional trade fairs. This article examines the implications of this strategic shift.

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LVMH Group Severs Ties with Baselworld

LVMH Moët Hennessy Louis Vuitton (LVMH) is parting ways with the world’s largest watch fair, Baselworld. Following the announcement in February that its subsidiary brand Bulgari would withdraw, three other LVMH-owned brands—TAG Heuer, Hublot, and Zenith—have now announced they will not participate in Baselworld 2021, scheduled for January 2021. The exodus of major brands has sealed the collapse of Baselworld.

LVMH Cites Departure of Key Brands as Reason

LVMH cited the April 14th announcement that five brands—Rolex, Patek Philippe, Chanel, Chopard, and Tudor—were withdrawing from the fair as the reason for its decision. The group commented:

“We regret having to leave Baselworld, which we have attended annually for over 100 years. However, we have made this decision to protect our image and maintain friendly relations with buyers and the media, given the clearly diminished value of the event and the expected decline in participants.”
Future Plans and Alignment with Watches & Wonders Geneva

The four LVMH brands are expected to decide on their new product launch strategies in the coming weeks. It is anticipated they will align their activities with Watches & Wonders Geneva (formerly S.I.H.H.), another major global watch fair scheduled for April 2021.

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⏰ Published on: April 18, 2020