News : LVMH Group Commit To Baselworld. Have They Really???

I think you can probably hear the sounds of relief in the HQ of MCH Group from Glasgow if you listen really hard as the good news came out yesterday regarding the future participation of LVMH Group, but is it as good news as the press release spin says?

LVMH Group which controls, Bvlgari, Hublot, TAG Heuer, and my beloved Zenith and has signed on the dotted line for 2020 and has announced that it is “collaborating” with Baselworld on new “presentation concepts and formats”.

From the press release:

“We are delighted to be cooperating with LVMH and the Bvlgari, Hublot, TAG Heuer, and Zenith brands again in 2020 and jointly shaping the future of Baselworld,” says Michel Loris-Melikoff, Managing Director of Baselworld. Baselworld will support each LVMH brand in the design of innovative exhibition formats for their presence in 2021 and beyond. The purpose of these new formats is to let each house express its creativity and provide an outstanding brand immersion.


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


“A common decision was reached today, together with Bvlgari, Hublot, TAG Heuer, and Zenith, to confirm our presence in Baselworld in 2020. 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,” says Stéphane Bianchi, CEO of the LVMH Watchmaking Division and CEO of TAG Heuer. “Our discussions and the changes that will be implemented will allow us to reassess our future involvement after the next edition.”

Nice quotes but read again carefully, is it just me or is this just LVMH committing to 2020 while leaving plenty wriggle room to stick or twist with attendance at 2021?

Baselworld and LVMH’s presence is far from secure yet, but perhaps the good guys at LVMH are just trying to give Baselworld management a bit of boost while they continue trying to secure the events long term future. Allowing them to travel the watch globe Neville Chamberlin like with LVMHs press release waving from their hands (because that strategy worked so well for big Neville!)

With news of the demise for a least a year, (will it really comeback) of Salon QP Baselworld is certainly far from secure yet.

In my opinion, Baselworld and SIHH are still vital and I have yet to hear more than a few black swans and Swatch Group employees say that their non-attendance was on reflection a good idea, and yet Breitling have followed on for now

So let’s hope MCH Group can get the numbers to add up with their customers and we can all get back to talking about watches rather than the sausage machine of the exhibition itself.