04 EPHJ boites bracelets metaux precieux IMG 5024

Subcontractors will be also at Baselworld but not necessarily as exhibitors

For decades, subcontractors have participated at Baselworld. Since 2002, they have had their own fair, known as the EPHJ-EPMT-SMT, which takes place in Palexpo Geneva – in June this year. Will they be at Baselworld this year, then?

By Joel Grandjean
Editor-in-Chief

There are approximately 3,000 companies, mainly SMEs, which work behind the scenes of leading watchmaking brands, either in the first or last stages of the production of finished products. They range from producers of hands or sapphire glass to presentation-case or CAO software makers. If we add other entities from other fields such as robotics, the medical sector, aeronautics and the automobile industry, it amounts to more than 10,000 companies.

June 14-17: those who make horology

In 2015, more than 860 companies were gathered at Palexpo (Geneva), at the time of the year when pre-orders have already been either confirmed or cancelled. The time when watchmaking brands join the virtuous cycle of delivery and production, whose processes and methods sometimes have to be redefined. And so, the unmissable and significant EPHJ-EPMT-SMT takes place every year between, on the one hand the SIHH in January in Geneva and Baselworld in Basel in spring – the two major annual events where new pieces are introduced –  and on the other hand the arrival of products in stores at the end of the year. The EPHJ-EPMT-SMT is to watchmaking what fabric shows are to fashion; i.e, a group of – mostly discreet –actors, acting in the shadows. Their invisibility enables the brands, their customers, to shine.

Watch experts and insiders, and a growing number of collectors, know it: this fair is The Place to Be. Subcontractors continue to attend the event for the simple reason that it allows them to make some serious deals. Incidentally, in only 15 years it has become the "most important professional fair in Switzerland".

Grand Prix des exposants 2015 Grand Prix des exposants 2015 - André Colard (left) and Olivier Saenger (right)

This has been possible thanks to either the over 20,000 professional visitors– of which most are their own client brands –, or to companies in the same field, which allows for cooperation between companies of the same dimension, or even for the sharing of orders. The organization answered our questions through Barthelemy Martin, head of the fair, assisted by Marcello Ronchietto,exhibitor coordinator, and, in the name of the Board of directors,the two founding members, AndréColard and Olivier Saenger, constant guardians of the established values defended with conviction.

Isn't it quite strange to find no watches on display at a watch fair?

Of course, seeing as two-thirds of the 867 exhibitors we had in 2015 were from the watchmaking sector. But there is a basic rule that we respect at the EPHJ-EPMT-SMT: we do not showcase finished products. Our fair is primarily devoted to what happens at the beginning and near the end of production with craftsmen, subcontractors, all the SMEs and the companies that either take part in the development of the finished product or use their unique skills to give it an added value.

You are celebratingyour 15th anniversary in 2016 and the fair has been flourishing ever since its creation. Is that correct?

Yes, in 2015, we had 867 exhibitors and 20,627 visitors. The loyalty rate stands over 90%. So yes, the EPHJ-EPMT-SMT has indeed been recording reasonable and continuous growth since it was created. It is not our top priority but there is this will to expand our exhibitors' business potential by gathering more visitors. And thus, we attract more exhibitors. It is a virtuous circle that has proven reliable. The loyalty and the support of the exhibitors is our best success.

How do you explain this success seeing as the economic situation has not always been stable in these 15 years?

We get more and more exhibitors because they come here for business. Everything else is just secondary even if they also contribute to our success. An example of the latter is the many synergies between watchmaking, micro technologies and medical technologies. Our pricing policy is also very stable and reasonable. Further, our exhibitors have also realized that in times of crises they absolutely have to make themselves visible, innovate and advertise. In the few days from Tuesday to  Friday, they meet a number of prospects and clients, and that is something only our Fair provides.

EPHJ Fabricant d'aiguilles Hand  à l'EPHJ 2015

What's more, we spend most of the Fair talking to them and to visitors to get a grasp of their expectations, needs and the state of the market. And we keep in touch throughout the year. We adapt our efforts accordingly, knowing that we must remain faithful to our principles: precision, simplicity, user-friendliness, effectiveness and modernity.

An increasing number of exhibitors "delay" the introduction of their new products and wait for the EPHJ-EPMT-SMT.

Innovation is one of the major themes of the Fair, which remains a window for the sector's progress in the following years. It is better to wait for the opportunity to launch a new piece in front of a vast audience than working alone in a corner. Our exhibitors announce more innovations and world premieres every year. The dynamics of the "Grand Prix des Exposants" and its growing success also supports this tendency as it gives participants, nominees and winners real visibility.

You have created "round tables" that seem to have become increasingly popular in the last few years. What do you talk about?

For several reasons, the 15th edition of the EPHJ-EPMT-SMT seems very promising.

It will offer a very rich schedule with several highlights that will allow prestigious speakers to discuss the latest news. The great promises of Medtech or the lightning development of 3D printing will be among the subjects discussed during the 2016 edition.

Have you planned a surprise for your 15th anniversary?

On this occasion, the organizers have decided to initiate a great national survey to better understand the connection between young people and beautiful watches. It would be interesting to discover if and how this connection has evolved in a flourishing watch market next to the advent of connected objects. The results of the survey and their possible consequences for the Swiss watchmaking industry will be discussed and contextualized. They will be the central theme of an important round table in the presence of several well-known figures from the watchmaking sector.

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