About fifteen independent watch brands that previously exhibited in a hotel near the show, have decided to join Baselworld in 2020, all grouped together under a new banner – The Watch Lounge.

The Watch Lounge thus becomes a new space that complements Les Ateliers (which brings together independent watchmakers) and the redesigned Watch Gallery, which will bring together all manner of companies from the start-up firm pitching its new project to the already more established brands that want to expand their distribution.

Friendly, open spaces, the concept of the Watch Lounge under the leadership of Roderich Hess and James Henderson, is based on a more informal atmosphere aimed at bringing together more than fifteen brands with media and collectors in a relaxed and interactive way. 

Michel Loris-Melikoff, Managing Director of Baselworld said: «I am delighted to welcome all of these dynamic entrepreneurs to Baselworld. We are continuing our work to transform the show. Baselworld aims to be a community and unifying entity. Listening, dialogue, entrepreneurship, and creativity are essential as we continue to implement our 2020+ strategy and work to make Baselworld not only the best business platform but also the most varied and complete show of its kind.» 

James Henderson commented: «When Rod and I had the opportunity to participate in the creation of a new concept for small, independent, and so-called micro brands at Baselworld, we jumped at the opportunity! Baselworld is, and continues to be, the most important watchmaking event in the world. This is the only time in the year that people from all over the world come together to share their passion for watches. We were very impressed by the organisation’s desire to create something special, and we look forward to bringing this new format to Baselworld!»
By engaging in a constructive and transparent dialogue with the many independent brands who contribute to the richness and diversity of the watch industry, and taking various measures in consultation with them, and thanks to the commitment of Michel Loris-Melikoff, his team and an entire community have worked to strengthen and redeploy the rich and varied ecosystem of independent brands present at Baselworld, the show has repositioned its offers to better meet the expectations of brands. This  has always been carried out with a pragmatic attention to costs that now allow more competitive pricing.

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