In just a few moments, the largest and most prestigious watch exhibition in the world, Baselworld 2018, will open its doors. This spectacular event will take place in Basel, where more than 2,000 exhibitors representing the world's most renowned brands, as well as lesser-known ones, will be presented in three gigantic halls over a period of six days. It is difficult to find an equivalent in the world of watches, and exhibitors are well aware of this. That is why everything is getting bigger, more attractive, and more pompous every year.
However, even such an event was once unknown. The very first Baselworld took place in 1917 under the name Mustermesse Basel (MUBA). This event, held in the city casino, brought together watch manufacturers, bankers, insurers, and even representatives of the shipping industry—a total of 831 companies. The total area at that time was 6,000 square meters, which may seem a little comical by today's standards. The first exhibitors were the brands Tissot, Longines, and Ulysse Nardin.
I would love to write a comprehensive article about the entire history of this event, but perhaps another time. However, I cannot resist mentioning the most interesting information that you should know. The exhibition was held every year, its level slowly rose, and despite the unstable situation on world markets due to the war, its reputation grew. Gradually, brands such as Blancpain, Fortis, TAG Heuer (1934), and last but not least, Rolex, began to establish themselves. The latter first appeared in 1939. This was several years after it introduced the waterproof Oyster case and self-winding caliber (1931). A year later, Patek Philippe, a family brand that certainly needs no introduction, joined the exhibitors. Since then, it has not missed a single exhibition. Nowadays, you might even bump into Thierry Stern, the company's president and a member of the family that has owned the brand since 1932! If you're a watch fan, you won't be left cold. After this meeting, I was really emotional for a while, just like when I shook hands with the central figure of contemporary Swiss watchmaking, Jean Claude Biver, CEO of TAG Heuer and president of the watchmaking division of LVMH (Louis Vuitton, Moët, Hennesey). But more about that another time.
The exhibition area had to be enlarged due to the constant increase in visitors and exhibitors. The public began to demand the participation of brands from outside Switzerland, which was not possible until 1986. We can safely say that we owe most of the inventions, innovations, and beautiful models to this exhibition. The desire of individual brands to achieve the best results and present them to the whole world drove engineers to make every effort. In 1969, the legendary Caliber 11 was introduced by HEUER (now TAG Heuer), Breitling, Buren, Dubois Dépraz, and, of course, Zenith with its legendary El Primero chronograph, which was capable of operating at a frequency of 36,000 vibrations per hour. History was being made here. Just as it was when Audemars Piguet introduced the first mass-produced tourbillon watch in 1986. I could write much more about this, but as I mentioned, it would deserve a separate article. I would also like to point out that exhibitors were not only coming, but also leaving. In 1999, Cartier, Piaget, and Baume et Mercier decided to hold their own exhibition in Geneva, which we now know as SIHH (Salon International De La Haute Horlogerie). Later, Jaeger Le-Coultre, IWC, and A. Lange & Söhne joined these brands. Many people say that SIHH seems much more intimate and welcoming to the uninterested viewer (but only to the viewer, not the dealer) than Baselworld.
I have never been to this exhibition, so I cannot compare. However, I regularly attend Baselworld, and this is my opinion. If you decide to visit the exhibition and buy a one-day ticket for CHF 60 or a ticket for the entire exhibition for CHF 150, you will get access to a huge venue. A truly gigantic one. Those who have not been there cannot imagine its size, and it is definitely worth experiencing in person!
However, many people do not realize that unless you are a dealer or have an appointment with a particular brand at their booth, you can mostly only "gawk" at the displays—literally. You have very little chance, almost none, of putting your dream watch on your wrist, and you can even say goodbye to the idea of even looking inside a spectacular tent like TAG Heuer, Breitling, or Rolex. They'll let you into the reception area at most, and that's it. Here you really have to assess whether it's worth it. Otherwise, you might as well take a trip to Prague's Parížská Street, where you'll see the same thing, and you can even put the watches on your wrist. Similar to our stores, where you can not only try out the latest models, but also enjoy a good cup of coffee.
For me personally, however, the exhibition is not just a showcase of the most beautiful, most sophisticated and most elaborate models. It is also a huge fashion show, where retailers from around the world bring out their best tailor-made suits and shoes and gracefully stroll around the hall.
In any case, the exhibition is just beginning, and we will try to bring you as much fresh information as possible from TAG Heuer, Longines, and perhaps even Breiling.
For more information about exhibitors, tickets, or transportation, visit www.baselworld.com.
If anything in this article caught your attention and you have questions, feel free to ask! I will be happy to answer them.
Introduction
My name is Martin Demko, and I have been working with watches since 2011. During that time, I have handled many models, cheap and expensive, from renowned brands and lesser-known ones. My work is both a pleasure and a hobby for me. What I have always strived for and continue to strive for is maximum honesty towards customers, even at the expense of business. I have completed numerous courses and a considerable amount of training in Switzerland. If you like my articles and my subjective view on various issues, or if you disagree, feel free to write to me at m.demko@racio.com. I would be very happy to hear from you.
