he major milestones of the 2021 watchmaking year are still unclear, but at least one date is already on the calendar: February 18. On this date, for the first time, a single event will bring together both the Journées Internationales du Marketing Horloger (JIMH) (International Watch Marketing Days) and their academic counterpart, the Journées de Recherche en Marketing Horloger (JRMH) (Watch Market Research Days), which up until now have taken place separately.

The development makes perfect sense for Laetitia Vifian Benoit, president of the JIMH, who stated: “With this fusion of the world of research and on-the-ground experience, we want to create a new interaction between theory and practice.”

The unprecedented period that the watch industry is going through, which poses many challenges for non-profit associations, has also acted as an incentive to join forces: “Another important piece of news for next year is that the 25th edition of the JIMH will take place simultaneously with the 10th Biennale du Patrimoine Horloger in La Chaux-de-Fonds, which will be held from 4 to 7 November 2021. Thus, we will have two important events next year.”

Laetitia Vifian Benoit (President of the Marketing Days Association) and Kalust Zorik (co-founder of the Marketing Days Association)

The February edition of the JIMH, which is scheduled to take place in a hybrid physical and digital format, based at the Haute Ecole de Gestion Arc in Neuchâtel, will focus on the theme “Young... perspectives”. We can therefore expect a conference as relevant as previous editions have been, with their focus on topics such as the new requirements of after-sales service, watch design icons, pre-owned watches, Big Data, digital marketing, and last year, direct-to-consumer.

As the organisers explain, “This theme suggests going out to meet young people, who are considered the new consumers and new inspirers of the watch industry. It also invites managers to take a fresh look at the future, explore new perspectives and test new business models.”

Ariel Adams (aBlogtoWatch) speaking at the International Watch Marketing Day

This edition will inaugurate the new half-day formula, which merges the JIMH and the JRMH. It will feature targeted conferences and interactive round tables led by personalities from all walks of life. This hybrid event, unique in Switzerland, which breaks down the barriers between the academic and professional worlds, “will offer participants a 360° vision of current knowledge and trends in watch marketing.”

JIMH 2019: the winners of the Best Research Paper Award

The JRMH is the academic counterpart of the JIMH. Launched in 2006, the event has historically taken place the day before the JIMH at the Haute Ecole de Gestion Arc in Neuchâtel. Researchers from all over the world present their work, and the best research paper receives an award.

Each year, the papers are then published in the JIMH collection, and some research papers receive international recognition. To date, twelve editions have been published, including: “Asian Dream: The Watchmaking Dream”, “Experiential Marketing Applied to Watchmaking”, “The Multiple Lives of a Watch”, “Watch Marketing: Digital Intelligence” and “Direct to Consumer, Conquering the Watchmaking Customer”.

Roger Ruegger (WatchTime) and Thomas Baillod (JIMH moderator, founder of the Watch Trade Academy and BA111OD)

In addition to the merger and the new format, the February 2021 edition marks the organisers’ desire “to open the event to a wider audience”. This transition is part of a more global evolution, the next step of which is a rapprochement with the Biennale du Patrimoine Horloger, which will be celebrating its 10th anniversary. This special edition of the Bienniale, which will take place over four days instead of three, from 4 to 7 November 2021, will open with a new JIMH/JRMH event.

Mark your calendars!

24th International Watch Marketing Day (JIMH). Thursday 18 February 2021, Haute Ecole de Gestion Arc, Espace de l’Europe 21, 2000 Neuchâtel, or online via Teams. The theme “Young people... perspectives” will be addressed through five conferences and three round tables.