Announced at the end of July 2020, MCH Group —the company behind Baselworld and Art Basel— is creating a new concept for a global platform for the watch, jewelry, and gemstone industries named HourUniverse. What was unveiled as an innovative platform to meet today's needs, will try to unite and support a whole community that wants to regroup, make a new start, and is receptive to change. Supposedly a concept totally different from the now-defunct Baselworld. We’ll see next year who’s in it and if indeed it happens to be that way.

James Murdoch —the son of media and entertainment tycoon Rupert Murdoch— and his private investment group Lupa Systems have injected CHF 74.5 Million —$80 Million USD— back In August of this year in order to become anchor shareholder at MCH Group, the organizer of Art Basel and now HourUniverse.

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. 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, jewelry, 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. 

HourUniverse will be digitally active throughout the year and will host an annual live show from April 8 thru the 12th, 2021. The show will take place in the same place as Baselworld used to at Basel’s Messeplatz. This 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.

At this point is still very uncertain what brands will choose to participate in HourUniverse as Watches & Wonders Geneva includes all Richemont Group brands, Hermès, and most of the independent watchmaking brands. Additionally, Rolex, Patek Philippe, Chanel, Chopard, and Tudor will create a new trade show in Geneva in collaboration with the FHH. And then, as far as LVMH and Swatch Group goes, these two are already conducting their own events outside of Watches & Wonders.

Honestly, it will be very interesting to see who ends up being part of HourUniverse. Not keeping our hopes high!

For more info on HourUniverse click here.