TIME STALLED!

As time comes to a halt each year at BASELWORLD, watch brands invest every resource available to them into presenting themselves. Realising that this is how they’ll be remembered for the rest of the year, they endeavour to present a memorable visage for the world to watch. By VEYOLEEN MEHROTRA and RANVIJAYSINH JHALA

The facade of TAG Heuer’s booth

As you step into the ‘Hall of Dreams’ at BASELWORLD, you are, in a sense, surrounded by time, with pauses for escalators and exits. Some of the leading names in the world of timekeeping are splashed across this space, covering over two storeys of average building height, above which, there’s even more to experience.

As you amble down the central black, polished stone path, amidst elaborate flower arrangements, you begin to observe the enormity of each watch manufacturer’s presence at the Show.

The imposing structures on either side intimidate you. Simultaneously, the splendour, extravagance and attention to detail in their construction are fascinating. In fact, the elaborate setup doesn’t for a moment give away the fact that these structures are temporary arrangements.

While each booth has a reception area, corridors or staircases lead you to rooms designated for business interactions. With well-stocked bars and pantries, visitors partake of delicious hors d’oeuvres, whilst sipping on their choice of beverage.

Intrinsic Values

A record number of visitors attended BASELWORLD 2008

Although one is surrounded by timekeeping in every possible form, the experience is almost surreal. The generously sized booths in opulent settings are an unusual way to understand the concept of time. Actually, not so unusual, if you consider the fact this is premium timekeeping at its best! One of the first booths to catch your eye is the one by premier watch manufacturer Rolex. Reflecting the brand’s signature colours and style are the structure’s cream coloured building blocks and the electronically-generated pool of water.

Spread over considerable space, the brand’s setup features two structures connected by a bridge. As one strolls further into the heart of this arrangement, you are struck by the sheer magnitude of the space occupied by Swatch Group. A common exterior identifies the company and its portfolio of brands. However, a closer look reveals that each one of them exudes a countenance characteristic of its individual personality, from Rado’s gleaming walls and floors (reminiscent of its black ceramic watches) to Breguet’s rich classical heritage (conveyed through instruments like violins).

An Expressive Display

The walkway into the Seiko booth

Most often brands display their personality through their booth design. While some bring out a specific symbol that defines their brand, others have a more abstract interpretation of the elements incorporated. Like Roberto Mattiello, General Manager, Europe, Middle East & Japan, of Movado states, “An element of familiarity with our brand is the classic Movado dial with the dot on the exterior.” On the other hand, he refers to the relatively minimalist and open layout of their booth as a reflection of the ingenuousness that the brand stands for.

While Movado’s booth echoes the brand’s values, Versace’s choice of colours is an attempt to segregate the different collections for men and women. Paolo Marai, President and CEO of Versace elucidates, “We have a stark distinction of black and white for spaces showcasing men’s and women’s products respectively,” suggesting out how each element signifies something. In fact, the booth is an effective way to communicate the brand’s new strategy. Seiko’s booth at BASELWORLD 2008 used a host of elements—rock, Swarovski crystals and other organic materials—to draw attention to its redefined personality.

Seiko Stand: Stone Square

Atsushi Kaneko, Managing Director, Seiko explains, “Last year, we redefined the brand personality of Seiko. Consequently, we wanted to express this change through our communication, products, as well as the booth. As a result, all our communication, press materials and the stand have been designed to clearly convey our personality. Since, we had been using the earlier stand for several years; it seemed like the right time for a change. We worked with different constructors and briefed them about our personality. On the basis of a study, we identified the key words, i.e. clarity, harmony, inner strength and orchestrated.” At first glance, it appears like a straightforward stand. But as you make your way to the heart of the setup, you begin to realise that the structure reveals itself like a story.

Seiko Stand

Kaneko expounds, “The entryway is called the Crystal Canyon as the walls are embedded with Swarovski crystals. The centre of the booth is made of rock representing the strength of the brand. As a whole, the structure is the harmonious blend and orchestration of the crystal, rock and other organic materials. This was the brief given to the constructor who followed these guidelines to create the booth.”

A Reflection of Positioning
While many brands use this as a platform to communicate their evolving image, others use it to reinforce their well-established positioning. Ulysse Nardin, renowned for their marine chronometers, have the bow of a ship as the booth, complete with a wooden look in the interior, as seen inside ships. As Laurent Michaud, Ulysse Nardin’s Regional Sales Manager, reflects, “Our booth hasn’t changed very much. We incorporate the marine theme of the brand in our booth, and we’ve tried to maintain that over the years.” Speaking of which, Breitling’s innovative booth design—symmetrical decks of a ship—mirror its association with marine activity. The meeting rooms located behind the railings of each deck include doors equipped with portholes.

Airplane images and the fish tank at the Breitling booth

However, the absolutely mesmerising portion is the massive aquarium capturing the essence of the booth. The huge structure—a well-illuminated tank featuring silvery sea bass—draws visitors to its innovative display. Despite the fact that this element makes its appearance for the third time, no one seems to have had enough of it. Jean-Paul Girardin, Vice President, Breitling reveals, “The idea is to have something real and living in an environment of virtual displays. Breitling makes products of real value, so we want to present them in an ambience of reality as well.” He also states that a fresh innovation factor is seen in their booth every six to seven years. Also associated with aviation in a big way, Breitling brings out their relations with flying through a stretch of illuminated images of aircrafts, in various hues, across the entire façade of the booth.

Since a booth serves as a backdrop to the new collections on display, brands try to incorporate it into their overall theme. For example, TAG Heuer’s focus on its association with motor sports and the Carrera series is underlined by the presence of the K.O.7 car, developed by car designer Ken Okuyama. He explains, “There have always been collaborations between watches and cars, by way of design, terminology, etc. But it’s always been cars followed by watches. So I proposed to TAG Heuer that we should probably do it the other way around.” Drawing inspiration from the watch, Okuyama designed a car whose suspension and engine were similar to the watch. As a result, the dial of the watch finds itself mounted on the dashboard of the car. Considering the TAG Heuer’s association with motor racing, the car’s presence at the booth only emphasised the brand’s image. Okuyama states, “After introducing the car at the Geneva Motor Show in March 2008, the BASELWORLD showcase is the second time that we are showing it to the public.”

Others like Fendi pick up specific elements form their collections to theme their booth. “The walls of the reception of our booth are made of the leather used in the straps of our Salleria watches,” reveals Fendi’s Vice President, Sales & Marketing—Asia, James Cheng.

Universal Ambience
While most brands reaffirm their positioning, there are others that choose to create an ambience that can be found in all of their retail outlets. Fawaz Gruosi, President of De Grisogono, explains, “Our booth is like a replica of our stores, right down to décor elements like patterns, colours, etc.”

With each element—furniture, décor, display units—designed to symbolise the brand’s personality, it is evident that a considerable planning and resources are employed each year. After all, the manner in which a brand presents itself at BASELWORLD is how it will be remembered for the rest of the year. Bearing this mind, it comes as no surprise that brands continue to dedicate such time and effort in offering the best in their booths, year after year.