Swatch Group Shifts Position on Trade Fairs as Blancpain and Breguet Participate in Geneva Watch Days

Nick Hayek, CEO of Swatch Group, has announced that his company will no longer participate in watch trade fairs. This decision was a result of his frustration with the traditional model of trade fairs, which he felt was no longer practical for his company. Despite personal appeals from industry leaders, including the president of the fair and CEO of Rolex, Hayek remained firm in his decision not to participate in industry events like Watches and Wonders.

However, recent news revealed that Swatch Group’s luxury brands Blancpain and Breguet will be participating in the upcoming Geneva Watch Days. This move raised questions about whether Hayek had changed his mind about trade fairs. It was later revealed that the decision to participate in the Watch Days was made by Marc Hayek, the nephew of Nick Hayek and the person responsible for the Swatch Group’s luxury watch brands.

The approach of the Geneva Watch Days aligns more with the Swatch Group’s philosophy, as brands have the flexibility to set up exhibits in hotel suites or boutiques. Despite his initial reluctance to participate in industry events, Marc Hayek saw value in showcasing the brands at a smaller, more independent gathering like the Watch Days. This unexpected decision signaled a shift in the Swatch Group’s stance on trade fairs.

The participation of Blancpain and Breguet as main sponsors at the Geneva Watch Days reflected a new perspective within the Swatch Group. While there was no long-term commitment to participating in future events, the decision to showcase the luxury brands signaled a willingness to explore alternative approaches to industry engagement. The move highlighted