LVMH Moët Hennessy Louis Vuitton will participate in the 2020 edition of Baselworld, as the exhibition works to revamp its program and tailor its format specifically to the luxury retailer.
The current setup will continue at next year’s fair, MCH Group, the show’s owner, noted last week. However, beginning in 2021, Baselworld will collaborate with the retailer on new presentation concepts and formats for its Bulgari, Hublot, TAG Heuer and Zenith brands.
Baselworld will work with each LVMH brand to design customized exhibition formats from 2021 and beyond, it said.
“This is a creative and completely open process with no constraints or thought restrictions, that we are tackling together,” explained Michel Loris-Melikoff, managing director for Baselworld. The purpose is to enable brands to present themselves flexibly to their various target audiences, he added.
LVMH’s support follows a recent decision by watch brand Breitling not to participate in the fair next year, as the change in show dates presented a conflict. It did note, along with other exhibition participants, that other changes implemented at Baselworld this year were positive.
“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,” said Stéphane Bianchi, CEO of the LVMH watchmaking division and of TAG Heuer. “Our discussions, and the changes that will be implemented, will allow us to reassess our future involvement after the next edition.”
Last year, Swatch Group pulled all its brands from the 2019 show, stating that the event had failed to keep up with changes in the industry, and was no longer relevant. In March, its CEO indicated it had no plans to return to the show, according to Bloomberg.
Baselworld 2020 will take place from April 30 to May 5. SOurce – www.diamonds.net rapaport