Industry News: Swatch Group Commits To Its First Tradeshow Since Leaving Baselwo

Industry News: Swatch Group Commits To Its First Tradeshow Since Leaving Baselworld

In a move sure to send shockwaves through the industry, Swatch Group has re-committed to tradeshows by joining the 2021 edition of COUTURE.

By Watchonista

Big news out of Switzerland and the United States!

Swatch Group has confirmed its participation in the 2021 edition of COUTURE. Set to take place August 24-26 at the Wynn Las Vegas, COUTURE 2021 will mark the official return of physical tradeshows when it opens its doors on August 24.

In a press release, Arnaud Michon, Swatch Group’s Country Manager for the USA and Caribbean, said, “For the first time since 2019, we are looking forward to re-engaging with in-person appointments. We feel confident that COUTURE 2021 is the perfect moment for connecting with our retail partners in a festive, professional, and luxurious environment.”

“We are delighted to welcome Swatch Group to the COUTURE community, and we look forward to showcasing the releases of some of their influential brands at our 2021 event,” said Gannon Brousseau, Director of COUTURE and EVP, Emerald. “It is so exciting to be able to get together for in-person meetings, which is so critical to developing and maintaining relationships; we are honored that Swatch Group has entrusted our event to reunite with their partners and colleagues.”

What To Expect

Swatch Group will join 25 other participating watch brands for what’s sure to be one of the most significant in-person events since the start of the global pandemic. COUTURE is predominantly centered around retailers, brands, and the press. But for the 2021 edition, brands are also allowed to host invited collectors, which will give anyone who loves watches a reason to visit Las Vegas for likely the first time in over a year.

Arnaud Michon provided additional information for attendees, saying, “Longines, RADO, Tissot, and Hamilton will be receiving clients and prospects at the Swatch Group Villa at the Wynn Las Vegas, August 24 to August 26.”


Furthermore, for 2021, COUTURE has upgraded the experience for attendees by centralizing the exhibition space for watch and jewelry brands. According to the show’s organizers, the new exhibition space “will allow jewelry and timepiece brands to exhibit within one primary ballroom, the Cristal Ballroom.”

Moreover, while the show has been shortened to three days, COUTURE has extended its exhibition hours, from 9:00 am to 7:00 pm on Tuesday and Wednesday, and 9:00 am to 6:00 pm on Thursday to ensure attendees have all the time they need.

Team Watchonista will be on-site in Las Vegas and activating throughout the week, which we’ll be communicating about more in the coming days and weeks. But if today’s news was any indication, COUTURE is sure to be a can’t miss event!

Show Information & How To Attend

COUTURE will take place from Tuesday, August 24th to Thursday, August 26th at the Wynn Las Vegas.

A special Preview Event is being held from 5:30 pm to 8:30 pm on Monday, August 23rd, to give exhibitors and attendees alike an opportunity to become familiar with the new show floor layout.

Attendees to the show must pre-register at COUTURE’s website. Please note that brands are accepting visitors by appointment only.

(Photography by Watchonista)

And receive each week a custom selection of articles.

Trade Shows Return This Summer With COUTURE And Geneva Watch Days

By Steven RogersContributor
Watch fans in the US and Switzerland have something to look forward to because, later this year, two in-person fairs are set to take place, one in Las Vegas...

No More Bets! Five Unmissable Watches From COUTUREtime

By Viviana ShanksContributor
After a whirlwind trip to COUTUREtime in Las Vegas, we take a look back at the watches that were worth placing our chips on.

COUTUREtime 2019: Grand Seiko Debuts An Impressive Lineup Of US-Only Timepieces Inspired By The Four Seasons

By Rhonda RicheEditor-At-Large
It’s safe to say that the most exciting story to come out of the COUTUREtime show in Las Vegas was the introduction of four new, seasonally-themed...