And now what?

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If there's one thing life in the time of COVID-19 has taught us, it's that things can always get worse... And nothing lasts forever.

Neither the heroic run of the stock markets, nor the booming real estate market, nor even centuries-old traditions like the Olympics. No one has been spared from the invisible scourge of the pandemic, and today we bring you one of the hardest hit.

The year, or rather the last few years, have not been going well for MCH and its ailing Baselworld fair, with the departure of the Swatch Group and Breitling the previous year, leaving a symbolic and literal void within Hall 1, the Fair's main hall. The great Nick Hayek publicly criticized the fair's organizers, citing exorbitant fees and the difficulties it presented in adapting to the needs of a market that, while famous for its aversion to change, is already 100% immersed in the digital revolution.

We witnessed the appalling Wi-Fi, the complete lack of workspaces, and, worst of all, the sheer audacity of the city's hotel and restaurant industry to skyrocket their prices during Baselworld (choripanes, on the cart at the fair exit, cost $7,000). Second to leave in 2019 was Seiko, dazed by the global success of its luxury brand, Grand Seiko, which decided to organize its own event in Tokyo.

Even so, MCH retained its king and chief squires. Rolex, Patek, and the LVMH brands had reinforced their gentlemanly commitment to the fair. But then, COVID-19 hit. Faced with the impossibility of holding the 2020 version, which was due to start this month, the MCH Group , unusually, offered to refund only a portion of the fees already charged to exhibitors and to pay the remainder as part of the fee for 2021, sparking the ire of brands, who were quick to react. In a joint statement, Rolex , along with Patek , Chopard and others, announced that they were leaving Basel and joining the Richemont gang at Watches & Wonders Geneva , effectively leaving Baselworld in the lurch and creating a "mega-show" in Geneva next summer. Instead of admitting his mistake, the MCH CEO launched barbs at the brands that abandoned ship, accusing them of machinations and Machiavellian plans that had supposedly been brewing for some time, even as they pledged loyalty on camera. The outburst went down badly in the industry, where restraint and composure have reigned supreme. New enemies are quickly joining the ranks of Bernd Stadlwieser , the already defeated CEO of MCH Group, in this titanic battle to revive his salon.

In the end, Baselworld is left with its image in tatters, its fair canceled, and the complete absence of the industry's major brands. What will happen now? The most worrying thing for fans of independent brands , like us, is that we know Basel is a great showcase for these small companies, which rely on the trade show's traffic to make their presence known and generate sales that allow them to survive throughout the year. Without Rolex's support and appeal, press coverage will be less, and their visibility could be harmed.

Many doubt whether there will actually be a Baselworld 2021. It would be a real shame for those of us who had the pleasure of attending this tradition that has spanned uninterrupted for over 100 years. Whatever it is, we can't wait to find out what 2021 brings in the post-Covid era. Geneva will undoubtedly dress up this time, but turbulent times await the city on the Rhine. Here at The Loft, we'll be very attentive to find out and, of course, share it with you.

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