February 25, 2019
Baselworld announced many new concepts and measures for the 2019 edition. What are your expectations of the show?
Markus Lehmann: As a small and independent exhibitor, we always perceived Baselworld as an enrichment. Initially, we presented our watches in the Watch Gallery and in 2018, for the first time, we were present in Les Ateliers which is, in our opinion, a rather successful platform. We will continue to exhibit there for the next shows. I think, the exhibition management took appropriate steps towards the needs of the visitors from all over the world, even though some important exhibitors won’t participate anymore.
The industry is undergoing rapid changes. How do you perceive them? Where do they have the strongest impact?
Markus Lehmann: The manufacturer Lehmann is a young expanding brand and not so much affected by the market changes like other brands. We intend to distribute the planned manufacturing quantities through our network of trade partners, like we did in the years before. In our opinion, a watch in this price segment is still a highly emotional and tactile product which really has to appeal to the individual. The touch and feel cannot be experienced on online marketing platforms, for instance. This might be a different situation for well-known brands, but our watches are still little known. Therefore, an exhibition presence makes a lot of sense for us – just to give us greater visibility and not necessarily to obtain orders straight away.
How do you as a very specialised high-end brand deal with these changes? How do you cope with them and how is this reflected in your products and through your distribution channels?
Markus Lehmann: A continuously high-quality level and in-house manufacturing must be of top priority for us, in my opinion. We won’t follow trends and imitate ideas; instead, we want to make the Lehmann watch brand more well-known. It is important for us to find trade partners, who are willing to introduce our watches on the market with a great deal of enthusiasm. Therefore, we continue to rely on committed partners. The jeweller might have to consider using further sales channels but should remain the prime contact for manufacturers like us.
What can visitors to Baselworld 2019 look forward to seeing from Lehmann Schramberg?
Markus Lehmann: It is not our philosophy to launch something completely new every year. We will continue to push our watch movement LS6. Apart from that we will present our nice range of models which we intend to enlarge with further variations.