Things are back in full swing at Time+Tide HQ this year, but the Coronavirus pandemic isn’t done with the watch industry yet. This week we got the announcement that Watches & Wonders (formerly SIHH) would go ahead this year, in a “phygital” format, which sounds like an unpleasant medical condition, but is actually a term fresh out of a marketing dictionary for a blend of “physical” and “digital” experience. That means Watches & Wonders in 2021 will take the form of a virtual show online for the 38 participating brands in the second week of April, before taking material form in Shanghai a few days later, featuring a reduced 15 brands. This is something of a middle ground, that strikes the right balance between a purely online week of launches and the potentially risky in-person events that we all miss so much. But my preference would be for a much more fun sounding “digical” event, that brings to mind an online calendar application, or perhaps a digital calorie counter. Regardless of what we call the event, it does raise the question: will we see a new collection launch from Rolex, a little over six months after the brand updated their…
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