While the ongoing global COVID-19 pandemic continues to impact nearly every major in-person event, signs of a return to physical trade shows are beginning to appear on the horizon for the watch industry. COUTURE has just announced new dates for its planned physical show, now scheduled for August 24 – August 26, 2021 at the Wynn Las Vegas hotel, with a preview on the evening of August 23. COUTURE joins a growing list of watch and jewelry industry trade shows, including Watches and Wonders as well as JCK, to announce physical event plans for 2021, but the changing landscape surrounding the pandemic and associated restrictions leaves several questions up in the air.

Although the event was initially planned for early June 2021, COUTURE’s switch to a late August schedule increases the likelihood of more widespread vaccination and more relaxed domestic and international travel restrictions surrounding the show. In addition, the new dates place the COUTURE show concurrent with the Las Vegas Antique Jewelry and Watch Show, also scheduled to exhibit at the Wynn Las Vegas, allowing guests and exhibitors to experience both events in the same place. High-profile jewelry industry trade show Luxury by JCK is also scheduled in Las Vegas for the same week, running August 24 – August 30 at The Venetian Resort & Sands Expo. This trifecta of major watch and jewelry events may prove to be a valuable asset for exhibitors, retailers, and media alike, minimizing travel and accommodation requirements at a time when travel is still likely to be difficult.

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With many potential variables surrounding large-scale events and travel in the near future, COUTURE’s current announcement leaves several open questions. The event plans to announce its health and safety protocols in conjunction with representatives of the Wynn Las Vegas in an online event in early March 2021, but for the moment, the details surrounding COVID-19 precautions are slim. In addition, event representatives have vowed to work with the community to determine a contingency plan in case of a worsening of the pandemic situation leading up to the event that would mandate a cancellation. Lastly, COUTURE plans to release the full details surrounding the attendee list and potential digital opportunities in the near future, but the focus will remain on major retailers and media.

In the midst of continuing global uncertainty surrounding the COVID-19 pandemic, COUTURE’s announcement of a traditional physical event for 2021 stands as a potential light at the end of the tunnel. While there may be unknown variables regarding the event at this time, aBlogtoWatch will continue to monitor the ongoing situation and currently plans to attend the event in August 2021. For more details, please visit COUTURE’s website.

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