Conclusion Of Baselworld 2015
What can we take home from the 2015 edition of Baselworld? We noticed in particular that the competition for making the biggest/most complicated/strangest/etc. watch seems to be over. The"talking pieces" were for the first time in a long time not spectacular. Instead, they exuded something special, such as unexpected details, or, very often, were the result of important work on the patrimony of the brand and of the collection. Secondly, we think the "vintage" trend is slowing down. Maybe because all the models have now been resuscitated and not many oldies remain uncovered. Speaking of business, we learned that at the very high-end well-established brands have nothing to fear from smartwatches and other gadgetry, which may not be said for the entry level and middle range. That is also why so many brands have made significant efforts to introduce models with particularly relatable pricing such as Rolex with an Oyster Perpetual for 5,400 Swiss francs. This question of value is directly linked with the big topic of the moment: digital watches. Actually, the electronic newcomers challenge the market and push to redefine categories. And that is why a distinction appeared between what is now called "connected" watches and smartwatches. Indeed, it has became important to underscore that a high-end watch is a delicate, luxurious, and refined object and not a miniaturized computer. But we must keep on eye on it as analysts say that Apple wants to redefine the concept of luxury through its watch first. This new concept of "luxotronics" would be like a serious upgrade for digital objects. That said, brands such as Bulgari and Breitling developed interesting connected watch prototypes, while TAG Heuer announced that the brand now collaborates with Google and Intel and will present its first project in the autumn. Finally, Baselworld is a very special event that gathers visitors from all over the world. However, it is not new that money tends to burn away while attending the fair. This element seems to have taken on indecent proportions this year and we heard retailers in addition to visitors and exhibitors complaining about it. Maybe we have reached a limit there as hotel rooms were still available, which was almost never the case before.
