Workers dismantle a booth after that the 90th Geneva International Motor Show was cancelled by Swiss authorities on Feb. 28, 2020.Fine wines and hipster gin. Hunting rifles and knives. Contemporary paintings and million-dollar sports cars. They’re all marketed at trade events that are quickly going dark across the globe due to the new coronavirus – and taking with them sales opportunities that may be difficult to make up.
The Geneva show was cancelled after local authorities barred gatherings of more than 1,000 people to halt the spread of the virus, which has sickened over 90,000 people globally and led to 3,100 deaths. While some car companies were already holding online presentations before the virus in an effort to expand their reach to social media, there is no real substitute to seeing a product in person or meeting people in the industry.
They are also big business. Exhibitors pay in advance to book space and lose their money on such last-minute cancellations caused by health concerns. The Geneva auto show was expected to generate $250 million for the wider city area. “This is a dramatic loss for everyone,” said Oliver Rihs, managing director of the Geneva show, which plans to go ahead next year.
“The watch industry is a touch-and-feel industry. The only way to get a feel for these incredible luxury products is to hold them in your hands and look at them and engage in the emotion of what goes into the making of these incredible masterpieces,” said Roberta Naas, who has written several books on the watches and founded the website www.ATimelyPerspective.com.
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