Luxury conglomerate LVMH’s Watch Division will hold its first watch exhibition in Dubai next year, according to a statement from the group. The Swiss Watch Manufacturers Exhibition will include the brands TAG Heuer, Bulgari, Hublot, and Zenith and will be held at the Bulgari Hotel in January 2020.

The watch calendar’s first big fair every year is usually the Salon Internationale de la Haute Horology (SIHH) in chilly Geneva every January, but this luxury fair will be now held in March just before Baselworld. LVMH’s watch division usually exhibits in Geneva at an event they refer to as Geneva Days, so this is first time that the brands will introduce their novelties to the international media and their retail partners in Dubai.

Bulgari is among the brands that will exhibited

“In between Geneva in January and Basel in March, we have had in the recent years two major product presentations in the first quarter. This early discovery of our strategies, news and novelties has allowed our media and retail partners to better plan the year ahead and as such we have decided on this set up for 2020 to balance the scheduling of the other events,” declared Jean-Christophe Babin, President of the Bulgari Group.

As previously announced, Bulgari, TAG Heuer, Hublot, and Zenith are also confirming in parallel their presence at Baselworld 2020 in late April/ early May. “We remain very supportive and loyal to Baselworld and the Swiss watchmaking industry. However, it was not possible for us to go 13 months without a global presentation of our products and brands. This additional event further confirms the LVMH commitment to the strategic and profitable watch category,” said Stéphane Bianchi, President of the LVMH Watch Division.