The LVMH Group has confirmed its participation in Baselworld 2020, noting that changes that are to take place next year will allow the group to re-evaluate its future involvement in the show.

LVMH’s major watch brands are Bvlgari, Hublot, TAG Heuer and Zenith.

Michel Loris-Melikoff, managing director of Baselworld, said Baselworld will support each LVMH brand in the design of innovative exhibition formats in 2021 and beyond. The purpose of the new formats is to let each house express its creativity and provide an outstanding brand immersion, he added.

“This is a creative and completely open process with no constraints or thought restrictions, that we are tackling together,” Loris-Melikoff noted. “Our concept for the Experience Platform is precisely that: Enabling brands to flexibly present themselves to their various target audiences”. 

Stéphane Bianchi, CEO of the LVMH Watchmaking Division and CEO of TAG Heuer, commented, “We support Michel and his team in their project to redefine and renew the concept of this major event for the Swiss watch industry. Our discussions and the changes that will be implemented will allow us to reassess our future involvement after the next edition.” 

Show organisers earlier announced plans to enhance future editions of Baselworld beginning 2020 through digitalisation, new events and sections, and hospitality initiatives, among others.

The changes are to be undertaken over a three-year transformational period until 2023.

Next year’s edition will also be moved to April 30 to May 5, right after the Salon International de la Haute Horlogerie in Geneva.