Breguet and Blancpain Return to Trade Fairs: A Signal of Swatch Group’s Flexibility and Adaptability in the Watch Industry

In an unexpected move, Swatch Group’s luxury watch brands Blancpain and Breguet will participate in the upcoming Geneva Watch Days. This news has raised questions about whether Swatch Group CEO Nick Hayek has changed his mind about trade fairs. However, a recent announcement revealed that the decision to participate was made by Marc Hayek, the nephew of Nick Hayek and responsible for the Swatch Group’s luxury watch brands.

While Nick Hayek initially expressed frustration with traditional trade fair models and led to the closure of Baselworld in 2021, Marc Hayek saw value in showcasing the brands at a smaller, more independent gathering like Geneva Watch Days. This shift in stance signaled a new perspective within the Swatch Group. While there was no long-term commitment to participating in future events, the decision to showcase luxury brands at Geneva Watch Days reflected a willingness to explore alternative approaches to industry engagement. The move highlighted the dynamic nature of the watch industry and brands’ ability to adapt to changing circumstances.