And off we go for a new edition of PRIMETIME as we come back on some very recent product launches from URWERK, Audemars Piguet, Richard Mille, Breguet and Omega.

But of course we also had to talk about some business news in this very tough environment for brands and even more so for the many suppliers of the industry.

And the biggest news for our good patrons is that we are finally going to a private live session with you guys where you will be able to ask whatever you want!!!

Though we haven't yet published all our individual video reports on what just happened in Geneva, here you go with our latest edition of PRIMETIME with a recap of the event and our view on its successful format.

I sincerely believe that it sets the premises of what the future of what we should experience in the future; a mix of decentralised organisation, cool and informal atmosphere and no need of going too crazy when you want to showcase your new products!

As the consumer behavior and the industry is being hit by major shake-ups as an effect of Covid-19, this is a seminal PRIMETIME edition. The double digit number we all marked with a red pen in our horological calendar for April was -82%. When the world pulled the OFF-switch for Swiss watch exports marking serious repercussions for the industry, we consider how much the Horological ecosystem is susceptible to damage.

In today’s PRIMETIME we will go over some other newsworthy stories of the industry. Naturally this includes a follow up on the Baselworld situation because as predicted it didn’t take long for the LVMH brands, Hublot, TAG Heuer, Bulgari and Zenith to announce their departure from the show.

We will also discuss new product launches as activity is slowly starting again here in Switzerland, but very gently as we don’t want to simply cover these new watches without seeing them in the flesh, proving again the necessity of these physical shows.

In today’s PRIMETIME we go over the latest newsworthy stories of the industry and as you can expect there are a few less product launches than what we are generally accustomed to, but this doesn't mean that there aren't any interesting developments linked with the current situation.