• by Sarah Mahoney  @mahoney_sarah, April 25, 2013

While much of the marketing world may be buzzing about Apple’s looming iWatch and its Samsungian rival, others are flocking to Switzerland for the real thing: Baselworld, the annual Swiss trade show devoted to all things watches, is expected to draw more than 100,000 from over 100 countries this year, including 3,500 style-savvy fashion journalists.

Swatch is among the brands creating the biggest buzz, and is making its debut at the show this year, in part to celebrate its 30^th anniversary. In addition to special exhibitions showcasing its partnership with artists and fashion designers, it’s also highlighting special collections, including the Kalinka – Malinka line, designed for Mother’s Day. Earlier this year, Swatch said it expects its sales to gain between 5 and 10% this year. 

Seiko, celebrating its 100^th anniversary, is also making a splash. The company says it is winding up its U.S. presence, and plans to return to broadcast advertising this August, introducing a new “Seiko Nation” campaign, starring U.S. soccer players Landon Donovan and Hope Solo, as well as eco-entrepreneur Graham Hill and ballet dancer Jessica Saund. 

The campaign, which is also scheduled to include print, digital and social marketing channels and point-of-sale executions, is aimed at “self-expressed watch seekers,” and will call out such traits as individuality, intelligence, independence and relentless innovation. 

LVMH’s TAG Heuer is also marking an anniversary at this year’s show, with a special exhibit commemorating 50 years of its Carrera. (LVMH, which also owns Hublot and Zenith, says sales in its watches and jewelry division gained 6% last year.)

Industrywide, the Federation of the Swiss Watch Industry says that 2012 sales of Swiss watches gained an impressive 10.9%, buoyed by a 20.5% jump in gold watches. (Gold watches account for 94% of its watch export by value, but just 2% by units. Steel watches represent 53% of volume.) The biggest gains were in the U.S. market, with sales up more than 15%.