On Friday I made my third visit to Baselworld the annual Watch and Jewellery Show. This year was a little different as I was representing myself rather than a brand so I approached the whole experience in a very different mindset.

Trade shows are, by their very nature, different beasts. There is something both collegiate and competitive about them and in-between order writing there is the undercurrent of insider gossip and recruitment.

The watch category is one where the nuances between competing brands are very finely drawn so it is refreshing to see newer entrants flex their brand muscle. For me Burberry, debuting with a double height stand stole the show. Replicating a store experience and using traditional and digital to create a tactile and engaging space. Remember Baselworld is very much a B2B enterprise and selling the brand dream is critical if orders are to follow.

It's about the experience and not about the words (every brand picks from the same dictionary) - or, put it another way - show me, don't tell me.

PS Notable mention to Rolex who used 10 x floor to ceiling screens to create a window on their world which lived up to the concept.