The year 2020 has been a big muddle with many shocks and surprises and firsts, in view of the Covid19 pandemic. Ahead of the dates scheduled for the Fondation de la Haute Horlogerie (FHH)Watches & Wonders luxury watch fair, formerly known as the Salon International de la Haute Horlogerie, in Geneva April 25th to 29th, five big watch brands, Rolex, Patek Philippe, Chopard, Chanel and Tudor chose to exit the biggest watch fair, Baselworld 2021. In the interim, the Watches & Wonders fair was cancelled and opted to open digitally. Even the Baselsword 2021 has since been cancelled.
Chopard, a resolutely independent Family Maison since 1860, has decided to join a project led by Rolex, together with other prestigious Maisons including Patek Philippe, Chanel and Tudor. The objective of the project, in collaboration with the Fondation de la Haute Horlogerie (FHH), is to initiate a new watchmaking trade show to be held at the Palexpo centre in Geneva on the same dates as Watches & Wonders.
The Scheufele family –leading the Maison for several generations – looks forward to working with the Fondation de la Haute Horlogerie, whose support for ancestral crafts is fully aligned with the Chopard’s own vision.
Chopard Co-President, Karl-Friedrich Scheufele, explains: “Chopard first exhibited at the Basel Fair in 1964 occupying an area of some 25m2. After careful consideration, and not without emotion, our Family has decided to join the Rolex initiative and thus leave Baselworld. The creation of this new watchmaking trade show in Geneva, in parallel with Watches & Wonders, will enable us to better serve both our partners in the watch industry and our clients. The bringing together of several major Maisons will also enable us to integrally uphold the values and interests of Swiss watchmaking.”
The new watchmaking trade show corresponds to a need expressed by worldwide retail and media partners, to visit an annual unique and qualitative event.
Further, this initiative responds to a profound desire to promote watchmaking expertise in both Geneva and the surrounding region, while offering clients an exceptional experience showcasing the Maison’s watch and jewellery creations. Established in Geneva since 1937, Chopard is strongly committed to French-speaking Switzerland. Geneva is renowned for its first-class hotel and dining infrastructure, easy access and unique landscapes, all of which will enable Chopardto fully express its identity when presenting its collections.