Luxury watch manufacturer Breitling has announced it will not be attending the Baselworld trade show next year and instead it will focus on its own independent communication format, the Breitling Summit.
Breitling said it made the decision due to the later date set for the Swiss-based trade show, which could not be “reconciled” with its scheduling.
Georges Kern, CEO of Breitling, said: “The Summit platform, which has already been introduced, allows us to be flexible regarding where and when we inform our target groups about new brand developments and product launches. We will continue to focus on this platform as it enables us to respond personally to customers, media representatives, sales partners, and collectors. For this reason, we will not be exhibiting at Baselworld in 2020.
“We will decide whether we will return to Baselworld from 2021 onward at a later date, and this will depend on the timing of the event and the possibility of holding the Breitling Summit. We would like to emphasize that the extensive innovations developed and implemented by Baselworld’s management under Michel Loris-Melikoff in such a short time frame have had a positive impact and can lay the foundations to take Baselworld in a new direction in the future.”