The concept of watch fairs has been a controversial topic for the past years. Obsolete, too expensive, not flexible enough… We’ve seen multiple brands leaving Baselworld or the SIHH, and even more of them complaining about this very idea of trade fairs. Solutions were found though, with the Geneva- and the Basel-based shows uniting forces and coordinating their dates from 2020. Still, the situation isn’t perfect for some. While still attending Baselworld 2020, LVMH’s Watchmaking Division has decided to add a date to the product launch schedule, by creating its own, private “Pre-Baselworld event” in Dubai, on January 2020.
