BASELWORLD 2009 | Pursuing Unwavering Value

BASELWORLD 2009 | Baselworld 2009
In Pursuit of Enduring Value

Last March, Baselworld (commonly known as the Basel Fair), the world's largest watch and jewelry exhibition, was held in Switzerland. Ahead of our upcoming features on new models, we present this year's trends.

Text and photos by Yasuhito Shibuya

In Pursuit of Enduring Value

Precisely because of this economic downturn, we seek what is timeless. Watches with "enduring value" that can only be created by us, even if in small numbers—this year's Basel Fair was filled with the passionate aspirations of such creators.

The atmosphere of the world's largest watch and jewelry fair, which had grown more vibrant year by year for the past decade or so, took on a decidedly calmer tone this year.

Unlike the salon-style presentations in Geneva, the Basel Fair often sees families among the visitors. It was crowded with many people on the weekend.

Press conferences involve explanations using projectors and other equipment. The photo shows Bulgari's presentation.

Displays sometimes feature not only new watches but also historical archives.

Tag Heuer's display.

Scene from inside the venue. It bustles with many people on weekends.

Amidst this, the intense focus of buyers and journalists from around the world was drawn to two main categories: reissued models of masterpieces that emerged from the era when mechanical watches reached their zenith in design and mechanics, the 1960s to early 1970s, from brands like TAG Heuer, Omega, and Zenith; and "manufacture" models from brands such as Bulgari andBreitlingfeaturing new movements meticulously developed in-house.

Both can be considered tour de force creations, impossible to produce without the brand's unique history and philosophy.

Furthermore, serious timepieces released by fashion houses like Chanel, Dior, andGucci, which rival those from dedicated watch manufacturers, were another noteworthy topic.