Around 15 independent watch brands that previously exhibited in a hotel near the show are joining Baselworld 2020. The companies will be grouped together under a new banner – The Watch Lounge.

The Watch Lounge complements Les Ateliers, which brings together independent watchmakers, and the redesigned Watch Gallery.

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 brands with media and collectors in a relaxed and interactive way, according to Baselworld organisers. 

Michel Loris-Melikoff, managing director of Baselworld, commented, “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.”