Swatch Group CEO Nick Hayek made a clear announcement: no more watch trade fairs. This decision came after he grew frustrated with the traditional model and felt it was no longer practical for his company. The absence of the Swatch Group led to the closure of Baselworld in 2021, prompting the creation of the Watches and Wonders trade fair in Geneva.
Despite personal appeals from industry leaders, including the president of the fair and CEO of Rolex, Hayek remained firm in his decision not to participate in industry events like Watches and Wonders. However, recent news revealed that Swatch Group’s luxury brands Blancpain and Breguet would be participating in the upcoming Geneva Watch Days. This move raised questions about whether Hayek had changed his mind about trade fairs.
The approach of the Geneva Watch Days aligns more with the Swatch Group’s philosophy, as brands have the flexibility to set up exhibits in hotel suites or boutiques. Despite his initial reluctance to participate in industry events, Marc Hayek saw value in showcasing the brands at a smaller, more independent gathering like the Watch Days. This unexpected decision signaled a shift in the Swatch Group’s stance on trade fairs.
The participation of Blancpain and Breguet as main sponsors at the Geneva Watch Days reflected a new perspective within the Swatch Group. While there was no long-term commitment to participating in future events, the decision to showcase