Story Highlight
– Basilia Jewellery & Watch Fair returns to Basel in 2027.
– MCH Group and Informa Markets are co-organizers.
– Focus on growing steadily, not rushing the process.
– Affordable participation is a key differentiator for exhibitors.
– Event timing aims to coincide with Watches and Wonders.
Full Story
In April 2027, Basel will host a jewellery and watch fair, marking an eight-year hiatus since the last Baselworld event. The new fair, named the Basilia Jewellery & Watch Fair, draws on the city’s ancient Roman roots and is the result of a collaboration between the MCH Group, which manages Messe Basel, and Informa Markets, a prominent player in the global B2B events sector.
Roman Imgrüth, CEO of exhibitions and events at MCH Group, explained the decision to launch the fair was made following extensive discussions with industry stakeholders. “We did not want to rush into this, but after months of consultations with industry figures, we concluded the time is now,” he stated.
During a press launch held in conjunction with Art Basel, organisers emphasised the need for patience in recreating an event of Baselworld’s magnitude. Mr Imgrüth noted, “We are under no illusions. Great exhibitions are not built in a single edition. They are built through consistency, trust and listening, year after year. 2027 we are planting a seed. We will build from there with our exhibitors and visitors. It will grow with the industry it serves.”
He underscored the ambition of the venture, with Artur Faria, the creative director of MCH Group, comparing the growth process to climbing Mount Everest, where establishing base camps is part of the ascent. The plan envisions a fair that resembles a developing city, starting with a central hub that will expand into various districts and gathering spaces for attendees.
Faria remarked, “Rome wasn’t built in a day,” indicating the long-term vision for the fair’s evolution.
Although the presentation did not mention Baselworld, questions about its legacy arose during the initial Q&A. On addressing why Basilia would thrive where its predecessor did not, Mr Imgrüth remarked, “Baselworld is no more,” distinguishing the new fair with its proposed “city” layout and an emphasis on affordability for exhibitors. “We start from the assumption that clients will not spend millions on booth construction. We want them here with great products. Costs will be affordable for the clients that we target,” he explained.
He also mentioned the possibility of opening the fair to the public, depending on the interest of exhibitors. Initially, more jewellery brands are expected to participate than watch manufacturers, although this balance is anticipated to change as the fair develops, according to Mr Imgrüth. Conversations with potential watch exhibitors have been encouraging, although no specific brands have been confirmed yet.
While the event is scheduled for April 2027, the precise date will be coordinated with the conclusion of Watches and Wonders to facilitate attendance by both retailers and press as they transition to the public days in Geneva.
