Europa Star: Last year some exhibitors expressed their reservations about the splitting of the Show. Where does the Show stand today?

René Kamm: The new concept is working very well and all of the available space has been sold. Space has always been an issue at Basel and even with the Show's extension, demand for space exceeds capacity as in previous years. So, moving the Country Pavilions to Zurich gives us the opportunity to help meet the requests from all our exhibitors for more space.

However, the extension of the Show to Zurich is not only for the purpose of creating more space. With our new concept, we are designing the Show for the future. The segmentation of the exhibitors will improve our marketing platform and help attract more quality buyers. The further development of the prestige halls in Basel with new premium space in Hall 4 – the Hall of Inspirations – has already borne fruit with the arrival of several new prestige brands. Existing exhibitors, too, are pleased to be given the opportunity to enlarge their stands.

ES: Whilst these new brands are exhibiting in Basel this year, what developments will Zurich see?

R.K.: In Zurich, we have a state-of-the-art exhibition venue, which will house all the Country Pavilions and here too, the demand for space exceeds capacity. More than 700 companies will showcase their goods in Zurich and present the same range of products as in Basel: watches and jewellery, as well as pearls and stones, components, watch straps and packaging.

ES: There are still rumours that several exhibitors would prefer to stay in Basel. Who exactly will move to Zurich?

R.K.: Essentially, the national pavilions that pool together the enterprises of a single country will move. A good example in watch- making, is the HKTDC (Hong Kong Trade Development Council). We make the distinction between organizations that are 'branded', which will remain in Basel, and those that are not, which will go to Zurich.

ES: Is the distinction between 'branded' and 'non-branded' always clear?

R.K.: In watchmaking, the distinction is relatively clear. In jewellery, it is rather more complicated. Therefore, we have set certain criteria. For example, the brand name must have been registered for the last few years in more than five countries, the brand must show that it has run external communication campaigns in more than five countries and that it also has sales outlets in these countries. However, there are several companies that formerly exhibited in a Country Pavilion who complied with our criteria and have now decided to build their own individual stand in Basel.
I am convinced that both locations of the Show will benefit from the clear segmentation and sharper focus, as well as strengthen the overall business platform. This will in turn attract more quality buyers and visitors – a critical factor for both our exhibitors and the Basel management team.

ES: What guarantees do your exhibitors have that the professional public and buyers will go to Zurich to see them?

R.K.: The slogan 'One Show, Two Locations' is not just a marketing proposition, but a commercially viable reality – and we have made a substantial investment to ensure that we attract calibre visitors and buyers to Zurich. Clearly, running the Show in the two locations entails many additional costs for our organization, but we are taking this step to not only ensure the success of Zurich for our exhibitors, but also to ensure the world-leading position of the Basel Show for the future.

ES: So, where are you investing to make this transition a success?

R.K.: irst of all, we launched a major information campaign, thereby intensifying our international advertising activities. We have also ensured that the worldwide media understand and support the new concept, through regular updates. In addition, we have produced a brochure and a promotional film to inform visitors about the new Zurich venue.
On the practical side, we will maximize mobility between the two cities. A shuttle service will be available all day long throughout the Show. All visitors can benefit from this free service, departing from and arriving directly at each of the venues.
In front of Hall 1 in Basel, there will be an Information Centre, which will provide comprehensive information about the exhibitors in Zurich, including direct electronic communication links and a TV satellite. In addition, we will attract visitors to Zurich through a series of programmed initiatives ranging from a special exhibition on Time to prestigious evening events.

ES: Compared to previous years, will there be any changes to the 2003 Country Pavilions' exhibition space in Zurich?

R.K.: The exhibitors in Zurich will benefit from ultramodern exhibition halls. More space gives the possibility to expand the pavilions by a minimum of 15 per cent.
The modern exhibition centre will offer the same state of the art facilities we offer in Basel to exhibitors and visitors. These include a high-tech Business Centre and Press Centre, a Media Centre and an event hall for every kind of buyers' events, product launches and press conferences.
Another 'first' is the participation of Belgium and Switzerland with their own pavilions in Zurich, as well as a pavilion organized by the Israel Diamond Institute, all of which further reflects the considerable appeal of the Zurich location.

ES: And for the Show in Basel, what new opportunities will it now be able to offer its exhibitors?

R.K.: The freeing-up of additional space will allow us to offer greater coherence and focus to the Show, as well as providing a more prestigious environment for all our premium brand exhibitors.
Hall 1 will be modified behind the large stand of the Swatch Group, with three aisles instead of five. The stands with three floors will house 35 to 40 brands instead of the 80 housed previously. Hall 5 will be completely transformed and will contain major stands, with boutique stands located on the balconies. The machines and parts companies that were formerly in Hall 4, behind the Plaza Hotel, will move to Hall 3, where all exhibitors of the related branches will be located. Hall 4 will now be dedicated to watch brands, some of which are now able to return to Basel due to the extra space. Hall 2 remains the same as last year.
The reason for all these innovations is to ensure that Basel serves the entire industry, which is the global objective of the Show.