The prevailing ambience of the exhibit was thoughtful, considered and personal, meaning that brands engaged with their guests on a deeper level with real purpose. Many of the exhibitors - such as de Grisogono, Picchiotti and the CITIZEN watch group offered an interactive experience to attract and involve visitors. The architectural and artistic installations which many booths employed to draw in passing footfall were focused on storytelling, ingenuity and technology; rather than simply being a lightbox for one gargantuan showcase piece of jewellery. From an outside perspective, this seems to be a necessary and sophisticated divergence into long term marketing strategies. Brands are looking to establish deeper bonds with the buyers, trade members and latterly, consumers at Baselworld, creating interactions with an intelligent purpose which will leave a lasting impression.

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