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In A Phoenix Moment Baselworld 2022 To Gather The Spotlight Thanks To A Geneva Watch Days 2021 Pop-Up

Editor’s Note: The Geneva Watch Days 2021 starts today, and so does the precursor to Baselworld 2022 and this pop-up promises to reveal a glimpse of Baselworld’s new direction. We also feature a short interview with Baselworld’s Managing Director Michel Loris-Melikoff that sheds more light. 

Baselworld 2022

The Dawn

“The morning steals upon the night, Melting the darkness,” once wrote William Shakespeare. The new pop-up at the Geneva Watch Days is the morning that steals upon the night of the ‘old’ Baselworld that was held for the last time in 2019, and is designed to melt any darkness in the lead up to the Baselworld 2022 (to be held from March 31st to April 4th, 2022).

Look, there is no point in going into the drama revolving around the Baselworld of yore. It’s been discussed to death, and frankly, there is too much negativity in the world right now to even focus on what happened in the recent years. So instead of talking about the dusk of this once iconic watch fest, we will simply marvel at its resurgence, a new dawn if you may, that will shine the light on the watch industry through a new digital platform where “smaller watches and jewellery manufacturers and gemstone traders can present their products and retailers will have efficient and easy access to the diversity of manufacturers”.

Baselworld 2022

Out & About for Your pleasure

Baselworld’s press release back in June had talked about how “Baselworld 2022 will be coordinated with the trade fairs taking place in Geneva”.

We were unsure how this was going to roll out, but Baselworld has announced a brand new concept that will take Baselworld out of Basel to Geneva where this first of its kind pop-up event will showcase watch novelties from 10 brand including a special limited edition release by Sinn for its 60th anniversary.

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©sinn spezialuhren | One of Sinn’s older releases

To me this new, positive approach from Baselworld is sign for good things to come, and seems to be an embodiment of a quote I once read: “The difficulties you meet will resolve themselves as you advance. Proceed, and light will dawn, and shine with increasing clearness on your path”.

Baselworld 2022

As much as we in Sydney are resigned to discovering novelties via press releases and online sessions, this Baselworld 2022 precursor pop-up event will ensure that those that can make it to Geneva can once again revel under the presence of physical watches and interactions. This is something that is obviously exciting for Mr. Loris-Melikoff as well.

“This is the first time Baselworld goes out of Basel, to meet its customers. This is a premiere, that shows that the Baselworld spirit has changed. With this pop-up event in Geneva, what I particularly look forward to, is again to meet the community in person, live,” he says.

“After months of Zoom / Skype and other video calls, we finally get to meet live again, exchange, share passion. This is the aspect that excites me the most, as well as knowing that our visitors will be able to see our exhibitors highlights for real, and in my opinion, this is an essential aspect of discovering a timepiece”, Mr. Loris-Melikoff elaborates. 

Baselworld 2022
Baselworld’s Managing Director Michel Loris-Melikoff

The Details

What: Baselworld 2022 pre-launch pop-up at Geneva Watch Days 2021

When: August 30th to September 2nd, 2021

Where: Online and in-person

Who: Claude Meylan, IceWatch, the AHCI, Ba111od Watch Concept, Bomberg, Ikepod, Riskers and Sinn Spezialuhren.

Baselworld 2022
©claude meylan

Great Expectations

It’s definitely a new approach and direction for Baselworld, one that definitely should have the watch collector/enthusiast community looking forward to.

“With this pop-up, we will present the new Baselworld spirit, with a programme that favours openness, conviviality and networking”, begins Mr. Loris-Melikoff.

Baselworld 2022

“The community will have insights in what they can expect for 2022. For this pop-up, 10 independent brands are gathered under the new Baselworld banner, to showcase their novelties. These selected brands all have an independent profile, distinctive size and positioning, what makes it really interesting for collectors and enthusiasts,” he signs off.

Baselworld 2022

That’s It Folks!

Baselworld opened its doors back in 1917. Ove this long journey, it’s focus has shifted from showcasing luxury brands in the watch, jewellery and gemstone sector to now primarily presenting itself as a hybrid B2B platform in the mid-range luxury segment. 

Baselworld 2022

We welcome this change with optimism and look forward to revealing the novelties as they get announced. 

Coming full circle, I will wrap this up with another Shakespeare quote: “The gray-eyed morn smiles on the frowning night, Checkering the eastern clouds with streaks of light”

This pop-up is the streak of light that guides the legacy of Baselworld forward.


Baselworld 2022

For more information, please visit the new Baselworld 2022 website here. All images unless otherwise specified are © Baselworld. All Right Reserved. To read our coverage of existing and upcoming 2021 novelties, head to the dedicated section here.

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