The announcement came yesterday: from 2020, the House of Grenchen will no longer be present at Baselworld. In fact, the Swiss Maison has decided to focus, as of next year, on its own independent communication format, called Breitling Summit. "Despite the success at Baselworld 2019, for 2020 we have chosen to focus on our global summit model and subsequent local roadshows. The main reason for this decision is the timing of Baselworld at the end of April, which is difficult to reconcile with our appointment calendar. The summit platform, which has already been introduced, allows us to inform our target groups about brand development and product novelties and to flexibly decide on dates and locations. We have decided to focus on this principle, which allows us to address customers, media representatives, business partners and collectors in a personalised manner. Therefore, we will not be exhibiting at Baselworld in 2020," is how Breitling CEO Georges Kern comments on the company's decision. "We will postpone the decision on whether or not to participate in the Basel Watch Show in 2021 to a later date. The choice will depend among other things on the dates of the fair and the possibility of realising the Breitling Summit. We would like to emphasise that the countless innovations developed and realised in a short time by Baselworld under the leadership of Michel Loris-Melikoff have had a positive effect and could be the basis for taking Baselworld into a new future.
