With my beloved Audemars Piguet Royal Oak ref. 15300ST on my wrist — other watches, of course, joined the journey — I savored every minute of that 53-minute train ride — sometimes an hour and eleven minutes depending on the schedule — into Basel. The anticipation was palpable. Baselworld 2020. The name itself, even before the events that unfolded, held a certain weight, a legacy built over decades of horological excellence and industry-defining moments. This year, however, felt different. A shadow loomed, a premonition of the seismic shifts that were about to reshape the landscape of the watch industry. Little did I know, this would be my first and – ultimately – my last Baselworld.
The journey to Basel, usually a vibrant and bustling affair, was already tinged with an unusual quiet. News of major players pulling out of the fair had begun to circulate weeks prior, creating a sense of unease and uncertainty. The usual excitement was dampened by whispers of cancellations and the looming specter of the COVID-19 pandemic, which was rapidly escalating globally. This wasn't the Baselworld I had envisioned, the one I had read about in countless articles and dreamt of attending for years. This was Baselworld in crisis.
Baselworld: A Legacy Under Siege
Baselworld, for decades, had been the undisputed king of watch and jewelry fairs. A pilgrimage for industry professionals, collectors, and enthusiasts alike, it was where the world’s most prestigious brands unveiled their latest creations, setting trends and shaping the future of horology. The sheer scale of the event was breathtaking, a sprawling exhibition hall teeming with innovation, artistry, and the intoxicating scent of polished steel and fine leather. The atmosphere was electric, a potent cocktail of excitement, ambition, and the undeniable allure of exquisite timepieces.
However, the seeds of Baselworld's decline were sown long before 2020. Rising costs, a less-than-optimal exhibition layout, and increasingly vocal criticisms regarding the fair's organization and management by exhibiting brands had created a simmering discontent. This discontent boiled over in the lead-up to 2020, culminating in a mass exodus of major players that would irrevocably alter the fair's trajectory.
Breaking News: SIHH & BaselWorld To Be Held In…Separate Years?
The tension between Baselworld and the Salon International de la Haute Horlogerie (SIHH), a smaller, more exclusive fair held in Geneva, had been a simmering point for years. Both events, while showcasing high-end watches, catered to slightly different audiences and had developed distinct identities. The idea of merging the two fairs had been floated, a potential solution to consolidate the industry's events and avoid the duplication of effort. However, these discussions never yielded a mutually agreeable outcome, instead contributing to the growing fragmentation of the industry calendar. The decision by several major brands to hold independent events further exacerbated the situation, highlighting the growing dissatisfaction with the traditional Baselworld model. The dream of a unified horological event remained just that – a dream.
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