MCH Group, once at the helm of the now-defunct Baselworld watch and jewelery fair, has presented a new exhibition concept, a replacement show called HourUniverse.
The organizers of this hybrid platform may have taken an overambitious approach. trying to do everything at once. They want to create a year-round virtual platform and hold a live exhibition. Not only have they invited watch and jewelry companies, they’ve also tried to attract the people who help to sell these pieces (including software developers and developers of specialized equipment). Not only are traditional watches to be included in the exhibition, but smart models will also be on show. On top of all this, they are transitioning from the B2B format to a complex B2B2C meeting point, where collectors and connoisseurs of wristwatch art can become full participants.
The plans sound impressive. Another important announcement that has been made is that the exhibition dates will be aligned with Watches & Wonders Geneva in 2021, so distributors and customers will only have to make one trip to picturesque Switzerland. At the end of September, MCH Group let people know the show will go on. The dates and venue have finally been announced. The digital platform should get up and running in February, and the "physical" exhibition will be held in Basel from April 8 to 12. The owners have even revealed that they plan to hold the show in Hall 1.
The widely shared press release also contains many game-changing promises. In addition to a large variety of exhibitors, visitors can expect to experience a tech atmosphere, modern graphics and "industrial decoration", all of which will create a "new atmosphere". It's no longer "look but don't touch." The organizers have placed their bets on offering all participants an interactive and communicative experience, both during the exhibition — with initiation workshops, pop-up stores, collectors' corners and a sales area, so-called multiple experience zones etc. — and an online experience — with live streaming, conferences etc.
The digital platform should offer a networking space for finding potential business partners, an ecosystem that will remain digitally active 365 days throughout the year. The organizers have revealed some of their cards, but the biggest question has yet to be answered. Which brands will want to work with MCH Group? While Watches & Wonders roams around Asia, local European exhibitions have been postponed on hold until next year. Only low-key events and video presentations are to go ahead. What will this new exhibition format look like in these completely unprecedented circumstances?