Baselworld officially opened its first 'pop-up event' in Geneva at a press conference presenting the new Baselworld spirit, with 10 independent brands and a programme that favours openness, conviviality and networking. This event is part of the build-up to Baselworld 2022, which will take place in Basel from March 31 to April 4, 2022. Celebrating a premiere, the new Baselworld was launched with an unprecedented step outside its traditional premises to meet the industry and its customers. For the first time the new spirit of Baselworld was presented with a pop-up event in Geneva, which will run from Monday August 30 to Thursday September 2, simultaneously with the Geneva Watch Days. At the heart of the new concept is the customer.