Watches & Wonders 2020: The Debate on Virtual vs. Physical Watch Fairs

foversta · 2020-04-24T14:43:29Z

foversta explores the Watches & Wonders 2020 virtual fair, debating the irreplaceable value of physical interaction and community exchange in luxury watch appreciation.

foversta

WPS member · Horological Meandering forum

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In 2020, as the world grappled with unprecedented changes, the watch industry pivoted to virtual presentations for its major events. foversta's reflective piece on Watches & Wonders 2020 delves into the profound implications of this shift, arguing that while innovative, the digital format fundamentally misses the 'soul' and essential human elements of watch appreciation and industry interaction. His insights offer a timeless perspective on the irreplaceable value of physical experience in a highly tactile and community-driven hobby.

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Finally, the current health situation will have made it possible to test in a certain way what a virtual watch fair can be. After all, that was what some wanted when the question of the future of fairs was raised, not just that of Baselworld. But what is the purpose of these big events when an online presentation is enough? But yes, after all we don't see their aim since the pictures on Instagram, the videos can be considered as enough to fairly present the products?

Well, the demonstration has just been made with the presentation of the Watches & Wonders 2020 novelties: a physical watch fair is useful for more than ever.

I have rarely felt such a lack of soul, of warmth in this display of new products. Certainly, the brands have worked well and some have taken care to distinguish themselves in form than in content. But this bombing of corporate photos taken up by all the media of the earth (that we felt to be in the starting blocks ... be careful at 5:59 pm CET today, everyone was ready to draw ...) goes very quickly in circles. Everyone goes on their comment on watches that no one has seen. So apart from repeating the press release, the exercise can very quickly become futile. This is why I will give my opinion concisely ... because the less I say, the more I will avoid telling anything. Too many things happen at the same time and it is difficult to prioritize. While being present at the fair, we gradually discover new products and above all we discover them with the pleasure of surprise. I miss the atmosphere and the excitement of the booths but it is especially the discussions and exchanges with the industry players and other visitors that I lack most: how often an impromptu discussion in a corridor gave me another perspective, another way of thinking? A watch is above all a human adventure. Virtual presentation totally disembodied them.

And then, watchmaking is a story of product. A watch can be touched, it can be caressed, it can be worn, it can be seen, it can be heard. A watch mobilizes almost all the senses ... even sometimes the smell ... isn't it with the vanilla rubber straps? How can you decently write a full article on a minute repeater watch without having heard it? How can you write on a chronograph without having played with the pushers? How to describe the pleasure of the winding experience? The comfort on the wrist ? How to speak of readability?

This does not prevent experts from expressing themselves at length on such and such a model interpreted solely thanks to the photos of the brands. Even for those who do not go to trade fairs, the frustration can be big: impossible to have live photos, in a more relaxed, less calculated and above all ... less retouched way!

In short, the experience of Watches & Wonders 2020 is extremely revealing: it first highlights the professionalism of the organization and the seriousness with which this release of new products has been made. And in any case: it was impossible to do otherwise in the context in which we find ourselves. But it also gives the proof that a fair is not just a presentation ceremony for new watches. It is a place of exchange, an Agora where all the actors meet, share, support or criticize ideas, projects, concepts. And I miss this emulsion a lot. So I cross my fingers so that the 2021 edition can be held without incident (we all know, alas, that the health crisis will last ...) because watchmaking, a small industry, needs more than ever a real gathering place. And I'm talking about a physical gathering, not virtual.

Fr.Xavier

Key Points from the Discussion

While physical interaction is ideal for a purchase decision, professional 'hands-on' reviews or even Authorized Dealer staff experiences from fairs rarely influenced personal buying choices. Roadshows, where new collections visit ADs for a week, proved more beneficial for decision-making.
The virtual format, while a necessity, was a test of what an online watch fair could be. Future iterations might include pre-release viewings for media and VIPs to allow for 'real life' images and videos to accompany official announcements, blending digital reach with tangible experience.
For many collectors who have never attended a watch fair, the shift to virtual releases didn't significantly alter their experience. Many high-end watches are acquired without prior in-person viewing, and for models that are iterative, a good 'feel' can still be gained from official photos.
The core value of physical fairs lies in the ability to discuss, exchange, and discover new models in person, alongside meeting friends and fellow enthusiasts. The virtual format, while professionally executed, lacked this crucial 'emulsion' of human connection and shared passion.
The FHH's decision to innovate with a virtual show was intelligent given the circumstances, making Watches & Wonders accessible globally. The physical experience of touching and smelling watches can still be had at stores worldwide, suggesting a hybrid future.
There is a perspective that large physical events are no longer necessary. Watches should be sent directly to boutiques and Authorized Dealers, with virtual platforms serving as sufficient spaces for discussion and engagement.

The Discussion

Tyo

Apr 24, 2020

You are among the happy few. I never been to any watch fairs, I do assume many other watch collectors neither, so the way the new watches have been released doesn’t change anything for me. Among my ten or so high end watches I have, I’ve never seen many in metal before receiving. Regarding all the comments, on the watches never seen, on IG yes maybe some are too much enthusiast but many watches released don’t change a lot from previous released, I do think we can have a pretty good feelings abou

amanico

Apr 24, 2020

Discuss, exchange, discover " in the real life " these new models, and also to meet friends around the same passion, watches, horology. It is a pity, a real pity that we cannot do it, and I hope that it is only a parenthesis... A bit sterile, this year, in terms of feelings, I agree. But maybe we'll have the possibility to visit the manufactures? I don't even know if it will be possible, this year... Damn bad times! Best, Nicolas.

Cpt Scarlet

Apr 24, 2020

Watches are a tactile as well as visual experience. One without the other simply doesn’t work for me.

LiftAngle51

Apr 24, 2020

FHH did a great job. Canceling because of health problems is intelligent, and replace by a virtual show is innovation. Watch and Wonders is open for every watch enthusiast, even as they live in Australia and not have the time to fly to Switzerland. Experience and discover watches can do at the stores worldwide, so touching and sniffing is always possible. The decline of Baselworld is a different thing. Maybe Baselworld wil find new energy to be an event again. New times, new ways, new possibilit

TheWindingStem

Apr 24, 2020

the actual event is on the 25th at 12 CET- from what I read there will be video presentations by CEO's and product developers from each brand. I am sure in non-Covid times the proposed online format will have a component where members of the media and VIP collections get to see the pieces before the official release so when the embargo is lifted they can post real life images and videos of the novelties. This is not to say I don't enjoy SIHH as its a greta opportunity to get together with many f

piccolochimico (aka dsgalaxy1)

Apr 25, 2020

As I've already said, there's no longer need for these events. I wish party time was really over, send watches to boutiques and ADs, there are virtual places to talk about them These are just toys, as well as cars, etc.

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