By  on March 21, 2019

Baselworld is going through significant challenges, but one key aspect of the fair remains unchanged­ — brands that choose to exhibit, buttressed by industry behemoths Rolex and Patek Philippe, use it as a vehicle to unveil their latest product offerings and new tricked-out assortments. Once an event solely for retailers to place a year’s worth of orders, now in the age of social media and e-commerce where six-figure watch sales have become normalized, the Swiss fair has also become a valuable marketing and public relations tool, and its messaging reverberates in the watch category’s secondary market, where both start-ups and brick-and-mortar retailers vie for a share of the burgeoning  pre-owned and vintage watch category.

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