BASELWORLD 2010 | Conclusions

The Basel Fair concluded just a month ago, covering an area of 170,000 square meters with about 2,000 exhibitors from 45 countries, astonishing the estimated 100,000 visitors who attended. What was seen? In the watchmaking sector, there was a strengthening of well-known brands through variations of their best-selling lines, introducing new dial colors or various complications, sometimes enlarging the watch case diameter. Cleanliness is the key word; unnecessary markings and small subdials have disappeared from the watches. The stands were beautiful and lavish, highlighting the prestige of the brand, such as Tag-Heuer’s, which this year celebrates its 150th anniversary by presenting to the public its in-house chronograph movement that will set a standard for its high technological content, allowing the maison to offer a product at a very attractive value. To mark its 150th anniversary, the Tag Maison gave a preview of the book “Pioneering Swiss Watchmaking for 150 years” to a few friends, a tale told through photos ranging from Steve McQueen to Ayrton Senna, Ferrari, world athletics records, and many other iconic images (anyone wishing to view it can freely do so at our shop). Excellent references were made to Rolex and Breitling, while Patek Philippe, as always, enlightened the minds of those present with its in-house movements, both historic and current; Omega and Zenith largely satisfied with the presentation of variations on models (Omega) or new models (Zenith). Particularly appreciated were the “time-only” or “chronograph” watches powered by the historic and fantastic El Primero movement (Zenith), which makes one dream of owning a watch driven by a movement with a unique charm of its kind (zenith-watches.com). In the field of jewellery, the novelty is the full entry of coloured precious and semi-precious stones such as Amazonite, Aquamarine, Citrine Quartz, Lemon Quartz, Amethyst, Corundums of all colours, Tourmalines, and Sodalites, almost all set in yellow or rose gold. The jewel thus becomes a symbol of splendour, never heavy or vulgar but generous in shape and volume, enhancing the wearer.