Photos by Brian M. Afuang

THE vast open area vacated by the Swatch Group at Baselworld 2019’s exhibition floors was converted by show organizers into a “central plaza,” restaurant and expanded digs for the press. The airier space also allowed some brands — Breitling, for instance (which, incidentally, has opted out of Baselworld 2020) — to be more visible to show visitors. But the event clearly cannot take another withdrawal from a major group.

Enter Baselworld’s turnstiles and immediately booths of the LVMH Group’s watch brands — Bvlgari and Hublot on the left, TAG Heuer and Zenith on the right — mark the venue. And this would continue to be the case. In 2020, at least.

Baselworld organizers said the LVMH Group has confirmed its participation in the show’s 2020 edition. The brands have agreed to exhibit “within the current framework,” they noted.

Baselworld managing director Michel Loris-Melikoff in a statement said the company is “delighted to be cooperating with LVMH and the Bvlgari, Hublot, TAG Heuer and Zenith brands again in 2020.” He added that the parties are “jointly shaping the future of Baselworld.”

Baselworld said it is collaborating with LVMH and its brands on “new presentation concepts and formats,” and that it will “support each LVMH brand in the design of innovative exhibition formats for their presence in 2021 and beyond.”

The new formats, according to the company, seek to allow exhibitors to express their creativity and provide visitors an “outstanding brand immersion” experience.

“This is a creative and completely open process with no constraints or thought restrictions that we are tackling together. Our concept for the Experience Platform is precisely that: enabling brands to flexibly present themselves to their various target audiences,” explained Loris-Melikoff.

Stephane Bianchi, concurrent CEO of the LVMH Watchmaking Division and TAG Heuer, in a statement confirmed the group’s presence in Baselworld 2020 and expressed satisfaction with the development.

“We support Michel Loris-Melikoff and his team in their project to redefine and renew the concept of this major event for the Swiss watch industry,” he said. However, the executive was also cautious at confirming any long-term plans.

“Our discussions and the changes that will be implemented will allow us to reassess our future involvement after the next edition,” Bianchi said.