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March 27th, 2015

Baselworld: A Day in the Life of a First Timer, First Hand.

For me, the Baselworld watch and jewellery fair has always been a pilgrimage that I’ve wanted to take. Up until now, I have been an outsider looking in; a schoolboy with my nose pressed against the glass of the world’s most prestigious watch shop. However, all of that was about to change, as 2015 marked the year when I would finally take the fabled trip to the watch-making Mecca, to walk the vast halls, and sample the famous atmosphere for myself. My excitement was tangible, and it’s fair to say that I was not going to be disappointed!

I will begin my tale by briefly explaining that Basel finds itself nestled within the triangulation of Switzerland, France and Germany’s borders. During the fair, local accommodation is at a premium, so I found myself staying at an agreeable little guesthouse, just a short hop across the German border: as long as it had a clean bed, a schnitzel and a cold Pilsner, I knew I would be OK. I slept terribly, largely thanks to a combination of mounting excitement and the large spring that had become acquainted with my left hip. Having endured another terrifying taxi journey, I arrived at the Messeplatz in Basel’s city centre for the main event.

Despite the fact that it was 09:00, the atmosphere was already electric. Outside the main watch hall, smartly-dressed people gathered outside various cafes, drinking espresso and smoking whilst doubtless discussing the various exciting releases that’d been revealed to the press the day before.

I pushed my way through the hustle and bustle, and into the exhibition centre for my first view; it was spectacular. All the largest watch brands have stands the size of department stores; to my right Tag Heuer; straight ahead, Omega, Breitling and Rolex. This was bigger and better than I’d ever expected, with each watch brand seemingly competing for the most spectacular stand. I was offered a copy of the Baselworld Newspaper by a tall and beautiful woman who was impeccably dressed in a snow white dress. It was as if she had walked straight off the catwalk and into the exhibition. I soon realised that she was not a one-off either, as there was a multitude of these girls every which way I turned, and all offering their assistance with a friendly smile.

I had to hurry to Messika for my first appointment of the day. I was greeted, as expected, by a beautifully-chic Parisian stand, complete with a large and sweeping staircase that led us up into the consultation rooms. Here, we’d view the novelties on offer and place my order with the suitably elegant and charming Hattie and Peter. Once orders were placed, coffee was consumed and parting niceties exchanged, and it was time to make tracks to my next appointment at Breitling.

I must give you a little background about Breitling’s participation at Baselworld. Not only do they have a vast stand, complete with the most enormous fish tank (the only competition must be in The Dubai Mall), but they also host the Baselworld party for press and trade, and I was the lucky recipient of an invitation. The theme of the party remains a closely-guarded secret until the event.

I was welcomed onto the stand and was (again) invited up two floors into the consultation room. The theme clings firmly to the brand’s aviation roots, and somehow manages to whisk you away from reality. Throughout our appointment, Tim and James ensured we were kept refreshed whilst showcasing the new ranges. I was particularly impressed by the Breitling heritage designs, where they have sought inspiration from their past. We placed our orders, attempted to uncover any indication of that evening’s party theme (to no avail) and bid farewell. Do not fear though readers; all will be revealed.

Next on our appointment list was Gucci. We arrived on the stand to a great commotion, as no lesser person than will.i.am had been in the space not moments before us. Gucci and will.i.am are collaborating on a new ‘smart’ timepiece, so, as they say, ‘watch this space’. Over a delicious glass of champagne, we were presented with Gucci’s novelties, the most exciting of which was their new diver’s collection, which we have ordered for stock.

A short way across the main hall, we visited Jean-Baptiste and Pau at Chopard, two of the industry’s most charming gentlemen. Stepping into Chopard’s stand is akin to wandering along George V onto the Champs Elysee; a little glimpse of sumptuous French luxury in the heart of Basel. As always, we were kept entertained by the light-hearted banter, and our appetites (of which I worked up quite a large one) were taken care of as we were brought plates of deliciously fine cuisine. More champagne was quaffed and orders were placed. Amongst the many spectacular horological offerings from the L.U.C, a special mention must go to the new additions to the Mille Miglia range.

After a quick pit-stop in the famous Pickwick pub, it was finally time to discover what Bretiling had up its sleeve this year. Arriving at the pre-arranged meeting point, I was greeted by a gaggle of ladyboys directing me towards a double-decker coach, complete with shot glasses, flip flops and plum wine. I was being taken from Basel to Bangkok!

After a swift shot and a toe-curlingly bad rendition of Whitney Houston’s ‘I Promise You’ from our resident ladyboy, I arrived at the secret location. I was met with what I can only describe as a film set, depicting Bangkok. Every minute detail had been considered, from ‘lookylooky’ men selling sadly counterfeit watches, to authentic food being cooked on large woks by street vendors, along with a Karaoke bar, and even massage girls. There was entertainment in the shape of a live ninja fight, a variety of musicians and dancers, and then the doors were flung open to reveal the secret ‘Gin Gin Bar’ nightclub behind the Bangkok streets. I enjoyed a gin cocktail, before calling it a night and preparing myself to do it all over again tomorrow!

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