Watches & Wonders 2020: everything is here but it lacks the essential
foversta
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.
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!
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
Comments:
Tyo April 24th, 2020-14:56
I got your point but 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 i...
amanico April 24th, 2020-14:58
You know, Fx, I attended all the SIHHs since 2005. So, it is a very weird feeling for me too, to not be able to attend this event. You are right, the SIHH was the possibility to feel, touch, 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, i...
Cpt Scarlet April 24th, 2020-15:33
I’m struggling to get excited about any virtual show ... Watches are a tactile as well as visual experience. One without the other simply doesn’t work for me.
Weems@8 April 24th, 2020-15:45
I do not share 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. Experi...
TheWindingStem April 24th, 2020-21:27
aren't you lamenting prematurely? 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...
piccolochimico (aka dsgalaxy1) April 25th, 2020-00:48
Fairs are fun for those involved into the business only 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.
nafetS April 25th, 2020-01:20
I agree to what a lot of the others have said. As someone, that never has been to one of the big watch fairs, I don't see any negative impact. On the contrary, it's a chance for evolution. I do agree, that someone has to see a watch in person to be able to decide, whether to buy it or not. But that's a fact no matter whether there are "hands-on" professional watch reviews out there or there's only pictures and information. While I do like r...
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