The SIWP at Casino de Genève: the independents get organized

It is now unavoidable: every year, a non-regrettable number of watchmaking brands which are not present in the busy halls of the “Salon International de la Haute Horlogerie” (SIHH) choose to meet in Geneva at a parallel event. The 25^th edition of the SIHH will be held between 19^th and 23^rd January 2015.

Captivating engrossed visitors

Almost all prestigious locations and hotels will be literally occupied during this period. And that, furthermore, is without mentioning those who have the privilege of already being in Geneva and will have “reinforcements” delivered to them, mostly in the shape of chauffeured cars. Indeed, most of those coming to Geneva in the course of January are journalists and professionals. They will buy their annual supply of the respective 16 brands that have invited them, often on all-expense-paid trips.

The 25^th edition of the SIHH will be held at the Geneva ICC between 18^th and 23^rd January 2015.

For the rest, there is always BaselWorld, which until now remains the only fair to have around 2,000 exhibitors and to be open to the general public. The entrepreneurial pockets of retailers, distributors and other professionals who work as intermediaries between the brands and final customers will no doubt take a pounding in March 2015 at Baselworld.

Some of the buyers and journalists who come to Geneva for the SIHH will undoubtedly pay a quick and discreet visit (to avoid ruffling the feathers of their host brand) to these other brands gathered in an alternative setting. Such gatherings adhere to the motto “unity is strength” and the history of the SIHH has been interspersed with them since the beginning.

The die is cast at the Casino

The Swiss Independent Watchmaking Pavilion (SIWP) is a new initiative that will make its debut in 2015. This is however not the first time we hear of it. Indeed, this is only a (logical) local replica of a gathering that was initiated and repeated for a few successive years in China by Amarildo Pilo (founder of Pilo and Co Genève) and David Van Heim.

Pilo, who is well-versed in the arts of “divergent interests and sometimes competitive positioning”, convinced the organizers of two Chinese fairs, including the one in Shenzhen, to create a privileged space dedicated to Swiss watchmaking. Thus, the Swiss Pavilion gathered a panel of brands that wished to make themselves known in Asia. These include Etoile, Peter Tanisman, Jo Siffert, Evilard, Frank Jutzi, Swisa and of course, Pilo & Co Genève.

The Swiss Pavilion gathered a panel of brands that wished to make themselves known in Asia.

Such an initiative could only ever take place in Geneva if they found a prestigious place to hold it. Hence, the Partouche Group rented the ICC center in the Casino where some twenty independent brands will converge from 18^th to 23^rd January 2015. This is a very convenient location that is open 23 hours a day and will allow for admission to be free of charge, both for professionals and the general public, and of course the usual clientele. Window displays will be installed all around, both amongst the different games and in the remarkable area the institution has hired. The location is easily accessible; it provides parking and lodging and is close enough to Palexpo. To top it off, the fact that the Casino opens at night will give the SIWP the chance to be penciled in the extraordinarily busy agendas of SIHH guests. Yes, they may be visiting a specific brand, but one cannot blame them for being fond of gambling.

This is all tempting, promising and set to continue. The list of names for those who will be exhibiting at the SIWP 2015 will shortly be compiled as the spaces get filled and intentions materialize into facts. Some fifteen brands have already confirmed their presence, amongst which we find, of course, Pilo & Co and David Van Heim as well as the prestigious Kari Voutilainen, Vincent Calabrese, Vianney Halter and Revellion.

Swiss Independent Watchmaking Pavilion(SIWP)
From 18^th to 23^rd January 2015
Geneva ICC, Casino
www.swiss-pavilion.com