Geneva Days announced for August in a new format as lockdown measures are eased

As countries around the world are easing their lockdowns, albeit gradually and with great caution, retailers are looking at their options of preparing their shops and retail spaces with social distancing very much in the heart of their planning before receiving the public. One retailer said customers need to book an appointment in advance before allowed to go to its store; although sanitising agents will be provided, customers are expected to have face coverings.

But for trade events, the ability to gather the largest possible number of business people within a limited time period has always been the measure of success.  So organisers need to figure out how to maintain social distancing while still able to do a successful event.

Perhaps the answer is to have it held in various venues.


Just announced is the Geneva Days event for the luxury watch industry which will take place from August 26 to 29 (held with the official support of the city and the state of Geneva) bringing together retailers and press members for four days but there will not be a traditional exhibition in a single location.


Instead, presentations will take place in city centre hotels, boutiques and watchmaking workshops of the participating brands.


“The operation is intended to be decentralised, agile, collegial, convivial and inexpensive in its organisation to make the event as efficient and attractive as possible. All the brands will be spread across easily accessible locations within defined area of downtown Geneva. A central reception desk will provide orientation and guidance for retailers and media to optimise in the smoothest possible way their appointments with the founding brands throughout the four-day event,” the organiser explains to WatchPro.


Bulgari CEO Jean-Christophe Babin, who was an early driver of the project, told WatchPro that it is important for the Swiss watch industry to come together and light a fire under the Swiss watch industry after the difficulties of the Coronavirus pandemic.
“The decentralized format of this unique watch brands ‘gathering will allow us to be safe. Also, we have put together strict hygiene rules for all participants and visitors. No risks will be taken. Grouping the entire Swiss watch industry in a single location, Geneva, is a major and unique opportunity to rekindle the flame of the watchmaking sector that has been slowed down the last weeks,” he says.


A website has been launched at gva-watch-days.com, and will provide information as well as profiles of participating brands and a map on where activities will take place.


So far Bulgari, Breitling, De Bethune, Gerald Genta, Girard-Perregaux, H. Moser & Cie, MB&F, Ulysse Nardin and Urwerk, HYT, Maurice Lacroix and Louis Moinet have confirmed their participation, and a spokesperson for the event says that many other brands and houses have expressed an interest in taking part.


With just three months until the event, and with much concern about Covid-19-proof hygiene and security measures for the global airline and hospitality industries, it will be an interesting test of peoples’ appetite for traveling by land or air to Geneva, and gathering in large numbers.


It is worth noting that Switzerland now has fewer than 20 new Covid-19 cases per day and there have been just 25 deaths in the past week despite lockdown measures having been significantly reduced and Swiss are returning to pleasures like shopping and eating out.  Assuming the virus continues to weaken its grip, Geneva Days will host media and retailer dinners as well as a festive evening.
For brands, retailers and media, Geneva Days will be an opportunity for executives to take stock of life in a post-Covid-19 world.