The news of the week is one that, unfortunately for them, no longer makes the headlines.
HourUniverse (formerly Baselworld) announces that it is preparing to open to the public in summer 2021, with large outdoor and indoor spaces and a focus on 'conviviality' (literally translated).
No date has been announced, because the message is something else: HourUniverse is intent on organising a live event this year, at the cost of moving it even further ahead of the summer, in case of further changes in the pandemic situation.
On the one hand, it is a major commitment, dictated by the understandable desire to be the first organisation to offer a physical event in 2021. On the other, there is talk of a show emptied of its protagonists, who have migrated to Geneva. Deprived of household names, HourUniverse cannot guarantee exhibitors a major influx of public and press from all over the world.
The press release speaks of 'event', 'show', 'festival', 'business platform', 'entertainment for the public': a list of definitions that leaves room for the imagination. The festival outside the fair should fit into the urban space of the city to welcome the public. Given the small crowds of Basel citizens - families with children, prams and dogs in tow - who traditionally visited Baselworld on Saturday and Sunday, the project unfortunately makes one think more of a village fair than a luxury industry event. After all, Basel, a university and industrial city, cannot count on a local audience similar to that of Geneva, a city of bankers and jewellers, a meeting point for businessmen from Europe and the Middle East.
In short, the commitment is there and we take note of it. Personally, I wholeheartedly share the need for a live meeting occasion for watchmaking professionals. But, as a good friend of mine says, it is not advisable to 'go against the tide'. I welcome the idea of moving dates forward in case of further changes, but the industry also needs planning.
I don't know what else to add except: 'good luck'.
