Baselworld 2018 – For Corinna Fromm Communication it was the 20th time in a row to be at the prestigious international watch fair in Basel. In the world of watches and jewellery it is always one of the most important events of the year – alongside the SIHH which takes place earlier in the year in Geneva.
Organization is the key to success
The preparation of these international exhibitions keeps us VERY busy from January to March. The watches & jewellery team is in full action to write press releases, organize sneak previews, send out invitations and to manage all the press appointments and interview requests. A true puzzle game until everyone is happy with their time slots – but also a fun challenge for us PR Pros. Then… when everything is ready, the next act is waiting: packing our XXL suitcases for the business trip into the world of luxury. The perfect outfit for every day with often multiple activities: press conferences, meetings, parties and events in the evenings.
Again and again it is impressive to enter the world of luxury, craftmanship, tradition but also innovation. Brands with beautiful booths – more the size of houses – with unique and individual designs invite to discover their world and the latest novelties.
Reaching out for the stars with Zenith and Swizz Beatz
This year we had the pleasure to meet the US music producer Swizz Beatz (married to Alicia Keys) at the Swiss Watch manufacture Zenith. Together with Jean Claude Biver (President of the LVMH group watch division) and CEO Julien Tornare, he presented his Zenith Swizz Beatz watch collection at a press conference. An immense crowd of guests and media listened to him when he explained the eclectic design of the watches and his philosophy:
“Never let people tell you what you can’t do, because sky’s not the limit, it’s just the view”.
This is what connects the watch enthusiast with the Swiss brand of his choice: they both reach out for the stars, keeping appreciation for the tradition and roots but always striving for the unreached and to live innovation and excellence in all aspects.
We liked his power and energy….
Photo by Harold Cunningham/Getty Images for Zenith)
Welcome to the world of CASIO
One floor further up, our colleague Christin was managing the crowds and media in the Japanese world of CASIO. Mister Kashio himself, President of CASIO, travelled to Basel to open the fair and to welcome his costumers and guests. Kashio was especially proud of the guest he brought from Japan: A historic Samurai from the 13th century which not only represents the Japanese tradition but also the new G-SHOCK watch, which is inspired by the the tetsu-tsuba (“iron sword guard”) on traditionally crafted Japanese swords. For the G-SHOCK the bezel and watch band are treated by hammering to achieve the tetsu-tsuba-like texture and capture a look of boldness, which is typical for the tough brand.
The whole CASIO team also had a lot to celebrate this year. 35 years after engineer Kikuo Ibe developed the first shock-resistant watch the brand celebrated its anniversary with a throwback special edition of the iconic G-SHOCK model from the early 80s. Now available in an entire new look with premium steel, coloured in gold and black.
While we were walking through the diverse areas at the CASIO stand we also got in touch with its important pioneer role in solar technology. As sustainability is a very important topic for Casio since the early 1980 they go on developing new innovations like the first solar powered GPS Rangeman for outdoor lovers. A worldwide novelty that leaves no excuses for the survival training in wildlife anymore. As it is CASIO´s big aim to allow more people access to solar watches, the brand equipped nearly all its collections with solar technology like the sporty and elegant EDIFICE watches, which are now also available in mid-size, to suit our girl’s wrist.
Before we leave we make a final tour to see our watch and jewellery friends. Another successful year. It has been great! See you next year!