In a surprising turn of events, the Swatch Group’s luxury brands Blancpain and Breguet will be participating in the upcoming Geneva Watch Days. This move has raised questions about whether CEO Nick Hayek has changed his mind about trade fairs. However, it was later revealed that the decision to participate was made by Marc Hayek, Nick’s nephew and the person responsible for the Swatch Group’s luxury watch brands.
Despite his initial reluctance to participate in industry events like Watches and Wonders, 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 the dynamic nature of the watch industry and the willingness of brands to adapt to changing circumstances.
