Baselworld cancelled, again

Text: Britta Rossander

For which time in a row we don't know but Baselworld's organizers have decided that they need more time for the launch of the new concept (which they have not yet formulated, ed.). Baselworld spring 2022 will therefore not take place. Today came the press release explaining why. Eqotime’s Britta Rossander tells more.

The decision is based on – they say – the experiences from the Pop Up Event during Geneva Watch Days which had a low number of visitors (where the collective impression from the visitors was also that it was tame and lacking in content). But also on discussions with manufacturers/exhibitors and retailers. They also believe that it is difficult to launch a new concept for a new target group ”due to a renewed worsening of the covid situation and the uncertainty among customers”. 

– In recent months we have gained important insights about and from the industry through discussions with heavyweight representatives, says Beat Zwahlen, CEO of MCH Group which owns the event.

– The conclusion is that the market exists for a platform that brings together medium-sized and specialized manufacturers with independent retailers. But their needs must be analyzed in more detail which means we need considerably more time.

The release also states:

Over the coming months an interdisciplinary team from MCH Group will analyze the target segments and, in close contact with manufacturers and retailers, do a deep dive into their marketing and transaction needs. We will pay particular attention to the latest trends in marketing and distribution with an eye toward a post-pandemic periode, especially internationalization and digitalization. The goal remains to create added value for society's operations in its target markets with the internationally anchored brand Baselworld and innovative platforms. 

To quote Greta I think this sounds like bla, bla, bla…. And I wonder if Baselworld will ever come back. It all started in 1917 and 102 years later what was probably the last Baselworld we got to take part in took place.

As the closing remark in the release it says:

Due to the cancellation of Baselworld 2022, CEO Michel Loris-Melikoff has decided to leave the company and take on a new challenge. Loris-Melikoff took over the leadership of Baselworld in 2018 under difficult conditions and led it to a successful execution in 2019, (that can be discussed ed. note).

MCH Group regrets his decision and wishes him all the luck in his future endeavors.

To be continued…