SIHH is, by far, the most effective fair — there are only two — [chuckles] but it’s the most effective one.
It’s also the most brutal. Why? Because we see as many retailers, clients and five times as much press as we do in Basel. In Geneva, all of this happens over four days. Whereas in Basel, we’ve got eight days.
For guys like us, who have three little offices around the world, to see that many people in four days is just a phenomenal task. We were basically meeting people back-to-back every day.
I’ll paint it to you like this: At SIHH, I perfected the science of eating eight sushi rolls in about 27 seconds. I started at one minute thirty, but by the end of the fair I was well under 30 seconds.
But SIHH is superlatively organized and it’s the reason why we get to meet as many people as we do meet. The only thing I could say that I’m a little apologetic about, is that because we had only the few pieces of the HM7 Aquapod at the fair, a lot of the press that we met as a brand didn’t necessarily get a lot of hands on time with the watch.
Mind you, at the press briefings, we get 20 minutes with a particular group. And in that 20 minutes we have to cover the brand’s story — because we do see more types of press at SIHH other than just the watch guys who are familiar with us — and then talk about the new watch, which hardly leaves enough time for everyone in the group to handle the watch.