Industry News: MCH unveils its new platform - HOURUNIVERSE (previously Baselworld)

You may have heard the news that MCH is re-branding Baselworld, because apparently it's had such bad press and negative associations that it was deemed necessary to cut loose and set adrift. REALLY? AND THIS NEW BRANDING IS ANY BETTER? And whilst the fair includes not just watches, but also jewellery and gemstones, this new name isn't exactly all-inclusive. On the contrary. I'm sure this will go down nicely with all the jewellery, gemstone, packaging, accessories and machinery supplies exhibitors.

I mean, who came up with the name? Baselworld 2.0 would've been better. Or heck, even Baselverse. This seriously drew a collective face palm from pretty much everyone in the industry. And I'm sure they've just sent even more brands over to Watch and Wonders, whose name is at least much more inclusive in the term "wonders" which could be applied to just about everything.

View of Basel

So we thought the final nail had already been well and truly hammered when COVID-19 hastened the discontinuation of Baselworld, but now? It's been sent through the furnace and only ashes remain. Sorry Murdoch - you bought a pile of burnt up rubble... The issues with Baselworld was that the fair format had outstayed its welcome and was no longer relevant in today's world. Not to mention the price gouging. From everyone. From the fair itself, to the surrounding hotels and restaurant. Gouge. The brand was never the issue. All they had to do was listen to the exhibitors who each paid exorbitant sums of Swiss Francs in order to participate in the show. They're the customers that MCH should be listening to. All of them. The brands know what is needed and what is required for them to return to a show that will benefit all. But no. Rebranding. That'll fix everything...

Messe Basel - Venue of Baselworld

I don't usually like to regurgitate the whole press release but this was so bad it's... no... it's just bad. 

Here it is in full (and please pay particular attention to the final 3 words):

MCH is creating a new concept for a global platform for the watch, jewellery and gemstone industries: HOURUNIVERSE.

Two months to listen, analyse, identify; and create. An innovative platform to meet today's needs. To unite and support a whole community that wants to regroup, make a new start and is receptive to change. Open, modern, experimental, inclusive, user-friendly, interconnected, the MCH teams have put all their expertise and the feedback and input from customers and other stakeholders into giving birth to a new platform concept. An extended ecosystem   Live and virtual, active all year round, benefiting from the latest technologies for content, and for networking, the new platform is dedicated to players in the watch, jewellery and gemstone industries, but not exclusively. The new concept is a B2B2C meeting point that places the customer at the heart of its focus, reversing the order of the past. The entire platform is thought out and designed around the customer. This applies to all players of the distribution chain, traditional and online retailers, including those of the CPO (certified Pre-Owned).  Flanking them, the platform will build an extended ecosystem with watch, jewellery and gemstone brands, developers of new solutions in distribution, marketing and points of sale, and other players of the industry. A global, varied, interconnected, unified world. A 365 platform, with an annual live meeting Named HOURUNIVERSE, the platform will be digitally active throughout the year and will host an annual live show.  A community platform that creates bridges between buyers and sellers and all the players in the industry, it is also a place that encourages exchanges, information-sharing, content creation, reflection through talks and conferences that also provide visibility for brands and their products.  In April 2021, the community will meet at HOURUNIVERSE in Basel, Switzerland. The show will be aligned with the watchmaking events in Geneva, in the best interests of the international community which will only have to travel to Switzerland once a year. The show will reinforce contacts thanks to new tools, the creation of content, a maximum of Touch & Feel experiences, as well as moments of conviviality, networking and fully integrated events. Along with this new customer-oriented approach, a new competitive hospitality concept will also be an integral part of the packages proposed, and those associated players of Basel life will not be exempt from this involvement. The detailed concept of HOURUNIVERSE will be unveiled late August in combination with the start of marketing.   HOURUNIVERSE: IT'S WE TIME!