PARIS — Louis Vuitton will showcase its watch offer in Basel for the first time this March, concurrently with the Baselworld watch and jewelry show. The brand will unveil its 2011 collection from a boat moored outside the Grand Hôtel des Trois Rois March 23 to 25.

This story first appeared in the January 18, 2011 issue of WWD. Subscribe Today.

“Unlike most brands showing in Basel, we are not interested in wholesale,” a spokeswoman for the company explained, as Vuitton only offers its watches and jewelry in a handful of its own stores worldwide. “It’s a question of visibility, as the world’s press attends the show.”

This increased visibility marks the beginning of an important year for Vuitton’s watch and jewelry business. The company will open its first store dedicated solely to these activities at 23 Place Vendôme in November, as reported. A high jewelry workshop on the second floor of the building will open its doors in March, several months ahead of the boutique’s inauguration.

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