Over 100 hostesses have been employed at this year’s Baselworld, and their role goes far beyond just looking beautiful. In today’s modeling and event world, a professional model must combine elegance with skills, including knowledge of multiple languages, to meet the growing demands of international clients.
At Baselworld, the first thing visitors notice are not the watches but the models themselves. Hostesses greet guests in dazzling outfits—from glittery headpieces reminiscent of Jackie Kennedy’s pillbox hat to elegant evening gowns at luxury brand pavilions. In the Gucci pavilion, hostesses wear black professional dresses, while Jacob & Co. features tall, slender models in black gowns adorned with diamonds—outfits that could rival those of Russian oligarchs’ wives.
For the watch and jewelry industry, models and hostesses are nearly as vital as the products themselves. They represent the brand to clients, serving coffee and chocolates while embodying the luxury experience. Providing the right models for such events is a complex task for model agencies, as last-minute changes are common.
The director of the model agency METRO Models Zurich is constantly on the move during Baselworld. “I always have to be ready for last-minute requests,” says the representative. “A few hostesses might be missing, and we have to provide models who meet all requirements immediately.”
The more exotic the skills, the better. Admission is by invitation only, and sometimes even the most distinguished guests need guidance from a model to navigate the event. Over a hundred hostesses will participate this year, and they must not only be beautiful and well-groomed but also fluent in at least three languages. Models who speak non-European languages like Chinese or Russian are particularly in demand, ensuring that METRO Models and other agencies can meet the international standards expected at Baselworld.
