Nick Hayek, CEO of the Swatch Group, has made a surprising decision to participate in the upcoming Geneva Watch Days. This announcement came after his initial reluctance to attend industry events like Watches and Wonders. The decision to showcase luxury brands Blancpain and Breguet at the Geneva Watch Days was made by Marc Hayek, Nick’s nephew and the person responsible for the Swatch Group’s luxury watch brands.
The approach of the Geneva Watch Days aligns more with the Swatch Group’s philosophy, as brands have flexibility to set up exhibits in hotel suites or boutiques. Despite his initial reluctance to participate in industry events, Marc Hayek saw value in showcasing the brands at a smaller, more independent gathering like the Watch Days. This unexpected decision signaled a shift in the Swatch Group’s stance on trade fairs.
The participation of Blancpain and Breguet as main sponsors at the Geneva Watch Days reflects a new perspective within the Swatch Group. While there is no long-term commitment to participating in future events, this move highlights a willingness to explore alternative approaches to industry engagement. The dynamic nature of the watch industry is evident through this move, which shows that brands are adaptable and open to change.