Basel, Switzerland—After the series of missteps that led to the end of the Baselworld Fair, its organizers have regrouped to try something new.
Yahoo! News reports that MCH Group, organizers of the late Baselworld fair, has launched a new hybrid digital/live platform called “HourUniverse” that will be held in April in Basel.
The company told Yahoo that it took two months to survey industry players and draw up the new format, which is meant to be “open and inclusive to unite and support a whole community that wants to regroup, make a new start, and is receptive to change.” The global, digital platform was designed with end consumers in mind, but will also serve businesses seeking new distribution and marketing solutions. Plans are to hold virtual and live activities throughout the year, reports Yahoo.
How truly “receptive to change” MCH or its event will be remains to be seen—its track record is not the best in that regard—but the new event is timed to coincide with both The Fondation de la Haute Horlogerie’s Watches & Wonders show in Geneva (where the Richemont brands exhibit) and a brand-new show in Geneva that will feature Rolex, Patek Philippe, Chanel and other heavyweight brands whose departure from Baselworld dealt the final blow to the fair. Geneva is about a three-hour ride from Basel.
Read the full Yahoo! News report here.