Breitling ''pushes the boat out'' at BaselWorld

First published: 23-03-2010

Sometimes, organisations will go to new lengths to prove their mettle in front of the globe's biggest scrutinisers. It seems like Breitling watches went far beyond expectations in the eyes of one writer.

That's because David Rowan, the editor of Wired magazine, had the chance to experience the firm's extremely luxurious brand experience when heading out to BaselWorld this year - frequently seen as the playground for firms in the industry.

Loaded onto trams, cattle trucks and other transport, editors experienced a full beer tent in the Oktoberfest style, before being led to a graveyard set where hired dancers performed Michael Jackson's Thriller.

From there, they were pushed into a simulated Cuban nightclub with professional dancers, mojitos, cigar-making tables and casino features - the latter costing at least a "six-figure sum".

Mr Rowan said: "This, remember, was a means of promoting wristwatches. High-end wristwatches, certainly, but in the end simply timepieces. They do things differently in the luxury-goods business."

BaselWorld expects to see 93,900 visitors from 100 countries, 1,952 exhibitors from 45 countries and 2,973 journalists from 70 countries before closing on March 25th.
© The Watch Shop Holdings Limited - do not copy without prior consent

© Copyright WATCH SHOP UK - DO NOT COPY

Related articles

Mother's Day Interview with Grace Bruce

Mother's Day Interview with Grace Bruce

Posted: 13-03-2020

View article
Mother's Day Interview with Leonie Parker

Mother's Day Interview with Leonie Parker

Posted: 13-03-2020

View article
Mother's Day Interview with Amber Woof

Mother's Day Interview with Amber Woof

Posted: 13-03-2020

View article
Mother's Day Interview with Zara Potter

Mother's Day Interview with Zara Potter

Posted: 13-03-2020

View article

CATEGORIES

Accurist(12)Adidas(4)Armani Exchange(1)Bench(5)Black Dice(4)Boccia(5)Breo(1)Bulova(2)Casio(56)Caterpillar(1)Citizen(23)D&G(5)Diesel(8)Digital(5)DKNY(9)Dreyfuss & Co(2)Emporio Armani(1)Fashion(264)Fossil(20)French Connection(6)G-Shock(2)Garmin(1)GC(3)General(781)Gio Goi(1)Hamilton(10)Hello Kelly(2)Hugo Boss(5)Ice Watch(3)J&T Windmills(3)Jewellery(8)Jorg Gray(1)Kahuna(2)Karen Millen(7)Kenneth Cole(2)LTD Watch(3)Michael Kors(14)Miss Sixty(1)Nixon Watches(16)Police(9)Pulsar(2)Rotary(12)Rubz(1)Seiko(18)Sekonda(6)Seksy(1)Smart Watches(21)Sports(23)Ted Baker(5)Timex(1)Tokyo Flash(7)TW Steel(4)TX(1)Versace(4)Wenger(2)Woodford(1)Zeppelin(1)Zodiac(2)

PREVIOUS NEWS