On the initiative of Jean-Christophe Babin, ex-boss of TAG Heuer and now CEO of Bvlgari, and following the cancellation of the two major watch fairs, a third watchmaking meeting will be held in Geneva , from April 26 to 29, next.
The cancellation of the two main watch fairs in Switzerland (Watches and Wonders in Geneva and Baseworld in Basel) due to the coronavirus did not fail to raise concerns.
Jean-Christophe Babin, chairman and chief executive officer of Bvlgari, has indeed justified the organization of this “alternative” trade fair by the fear of an even more significant slowdown in activity and business, in an economic situation already deeply impacted by the coronavirus: “The international situation which unfortunately led to the cancellation of the Geneva Watches & Wonders and Baselworld watch fairs must not penalize our customers, who want to meet the brands and plan their purchases accordingly the most interesting novelties. The event is unifying: it will bring together a set of major brands as well as several independent watchmakers. “
Bvlgari, Girard-Perregaux, Gérald Genta, Ulysse Nardin, Breitling, MB&F, De Bethune, Urwerk, more and more brands joined the event to offset the shortfall associated with coronavirus. Losses that the Bvlgari brand itself has experienced with catastrophic sales on the Asian market in recent months, especially during the Chinese New Year and Valentine’s Day, undermined by containment measures.
And to circumvent the decree of the Swiss Federal Council which prohibits any demonstration of more than a thousand people, the organizers have planned to decentralize the presentations: at home for some, in shops for others, or in different hotels in the city.
From April 26 to 29, in the niche initially devoted to Watches & Wonders, several dozen brands will therefore be present during the Geneva Watch Days to present their collections and latest news. A media hit, which gives hope of favorable economic fallout from the beginning of spring. Unless a tightening of the measures is, once again, reason for the festivities.
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