Baselworld 2010! Not covered by ESM.

I keep reading Tweets from the GQ representative assigned to Baselworld and I am so, so jealous.

What is Baselworld, you ask?  Well, since we can’t cover the actual event, we’ll instead teach our readers the ins and outs of the “world watch and jewelry show”.

According to the main Baselworld website:

Each spring, some 2000 companies from the watch, jewellery and precious-stone industries, together with related sectors, showcase their latest developments and innovations in Basel. The world’s most renowned brands display their products exclusively at BASELWORLD.

So why should you give a damn about this expo in Basel, Switzerland?  Oh my friend, let me count the ways:

Breitling is introducing their newest pieces for the Super Ocean and Bentley Masterpiece collections

"Introducing ze Breitling Zuper Ocean." - as spoken with a Swiss accent.

Fancy a pocket watch? Check out the Breitling for Bentley Masterpiece.

Rolex is also introducing some timepieces:

The new 39mm Rolex Explorer. Because it's there.

The new Rolex Submariner. Because it is also there.

Tag Heuer is introducing a car:

The Tag Heuer Tesla to match a timepiece they are going to release.

Panerai is also releasing a few special trinkets:

The Panerai Marina Militaire PAM 00339. Limited to 1000 pieces.

The Panerai Luminor 1950 Equation of Time Tourbillon (PAM 00365).

And the list goes on and on.  So do you now understand why ESM needs to get press passes, free flights and hotel for this event next year?

 It is very conceivable that one could pass out just walking through the doors of this event.

Very conceivable.


To create Essential Style for Men, mix 2 parts petrol, 1 part secret agent, 1 part rock and roll, 1 part hip-hop and a shot of tequila in a shaker with ice and vigorously shake for 20 seconds. Pour into a martini glass rimmed with explosives and have a supermodel serve for all your friends to enjoy.