Visiting BaselWorld for the first time, you could be forgiven for presuming that Swiss watchmaking means the Swatch Group – much like the English advertisement for baked beans … Beanz meanz Heinz.
Your second visit confirms this concept. This time you are sure that the Swatch Group dominates BaselWorld since it is the very heart of Hall 1 with the presence of Blancpain, Breguet, Certina, cK Watches, Glasshüte Original, Hamilton, Léon Hatot, Jaquet Droz, Longines, Mido, Omega, Pierre Balmain, Rado and Tissot.
For the last thirty years, modern Swiss watchmaking, like it or not, has been influenced mainly by one man, Nicolas G. Hayek. He was the man behind the resurgence of the Swiss watch industry after its catastrophic reaction to quartz way back when … not to mention the creation of the Swatch Group and its dominant position worldwide.
Today, with his son Nick Hayek taking over the reins, Dad devotes more and more time to what is almost certainly the horological love of his life, Breguet. But there is something about Nicolas G. that many people overlook, his mordant sense of humour. It’s subtle yet sharp, funny yet fanciful, I know, I was on the receiving end a few years ago over Cindy Crawford.
Be that as it may, you may have noticed that the only brand not represented at BaselWorld is Swatch. That’s a business decision. However, with the Swiss national football team reaching the World Cup Finals this year, Swatch had to make the most of the occasion and be seen offering support. So to whom do they turn in their hour of need? Not the most beautiful girl in the world, certainly not the abandoned James Bond nor a brilliant tennis player, but none other the man himself, Nicolas G. Hayek. Yes, you could be forgiven for thinking that Hayek meanz Switzerland.
All I can say is hats off to a man of his status who is prepared to play the game for laughs and be seen laughing with the best of them.
You can’t help smiling, can you?


Source: Europa Star June-July 2006 Magazine Issue