Retailers who didn’t make it to Switzerland for this year’s Baselworld watch and jewelry fair, never fear: Switzerland is coming to you.
At this month’s JCK Las Vegas, the 14th annual Swiss Watch hosts more than 20 elite brands—including Bremont, Carl F. Bucherer, and Perrelet—in private suites at the Mandalay Bay Resort & Casino from June 3 to 6, the same opening dates as JCK.
“We see JCK as being an important part of supporting our U.S. retailers,” says Nick English, cofounder of Bremont, which will show its new America’s Cup and Oracle Team USA countdown regatta chronographs. “We have found that it has been hard for many of the retailers to justify the time and expense to travel to Basel, and they can achieve much of what is needed by spending a day or two in Las Vegas.”
For the Swatch Group brands participating in Swiss Watch, JCK Las Vegas is shaping up to be a platform for their biggest introductions of 2016—many of which, curiously, boast a U.S. sports theme.
At Tissot, the focus will be on the brand’s tie-in with the NBA, while Mido, which is making a big push in the U.S. market this year, will use JCK as “the official kickoff of Mido’s marketing campaign surrounding the culture of American football,” says Douglas Kaplan, the company’s U.S. brand manager.
Sarin Bachmann, industry vice president of the LUXURY and Swiss Watch events, says retailers will find myriad opportunities to shop the latest timepieces at Mandalay Bay. In addition to Swiss Watch, a new LUXURY Watch extension to the LUXURY show will allow retailers to discover brands such as Chronoswiss and Cuervo y Sobrinos, while the Clockwork section of JCK is home to 56 brands including Nixon and TW Steel.
“The wonderful thing that Swiss Watch brings is convenience,” Bachmann says. “You have intimacy and privacy to do meetings, and you also have the ability to browse brands in LUXURY Watch and Clockwork, all in one building.”
That’s not all. Retailers who attend Swiss Watch will be able to enjoy breakfast, lunch, and business services as well as an area for networking during their time in Vegas. Last but not least, they’ll have special access to JCK’s annual Rocks the Beach party and the VIP cabanas at Mandalay Bay Beach on Sunday, June 5. Don’t forget your flip-flops!
Inset: Maverick MS12 in 48 mm steel case; $375; TW Steel, NYC; 646-417-8377; twsteel.com