Is Normalcy Returning? Baselworld Returns as HourUniverse in 2021

“This show is a new start, the first step in a continuous transformation.”

Is Normalcy Returning? Baselworld Returns as HourUniverse in 2021
HourUniverse – Mch Group

There have been signs of normalcy returning to the world. The latest addition to this is the return of Baselworld that MCH Group, the event organizer have announced. Entitled as HourUniverse, the event will be good enough to catch the attention of watch lovers all over the world.


What happened to Baselworld?

The 2020 edition of the expo was rescheduled due to the coronavirus pandemic. The rescheduled event never happened as mainstays like Chanel, Rolex, Patel Philippe, Tudor and Chopard decided to step away from the event. After that, organizers cancelled Baselworld entirely.

Talking about the return of Baselworld, The MD of HourUniverse, Michel Loris-Melikoff, said “This show is a new start, the first step in a continuous transformation. We can no longer define a strategy that takes place over five to ten years.” He added “Cutting and pasting from one year to the next is no longer possible. Transformation becomes a perpetual mission in itself. We have just come out of four months of intense exchanges to clearly identify the needs of the industries we cover. But if we ask the same questions next year, we won’t necessarily get the same answers.”


As per the website, Baselworld’s renewed version, HourUniverse would mostly be a physical event and will likely have an indoor and outdoor venue space. The event will probably include pavilions, pop-up stores, sales areas, collectors’ corners, and initiation workshops. It might also have live streams of debates and conferences that will focus on the industry’s major challenges and demands. The event will have a strong digital presence as well.

The website of Baselworld’s new edition HourUniverse reads “This brand-new show is a B2B2C meeting point that places the customers of the brands and exhibitors at the heart of its focus. The entire platform is conceived and designed around them.”


The event will be held from 8th to 12th April 2021 in Basel, Switzerland. It will be interesting to see whether the event will gain the attention Baselworld previously enjoyed or not. After all, every business event must remain relevant to survive and thrive.



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