Story Highlight
– Basilia Jewellery & Watch Fair launches in April 2027.
– It aims to replace Baselworld with a fresh concept.
– Approximately 400 exhibitors will participate in the event.
– Focus on reconnecting Europe with Asian jewellery markets.
– The fair will prioritize accessibility and cultural diversity.
Full Story
The city of Basel is set to welcome a new jewellery and watch exhibition, the Basilia Jewellery & Watch Fair, in April 2027, marking the return of such events to the area after the conclusion of Baselworld eight years ago.
In a collaboration between MCH Group and Informa Markets, the Basilia fair is timed to coincide with the closing days of the Watches and Wonders Geneva event, aiming to provide international buyers and brands with an additional opportunity to engage within Switzerland.
Artur Faria, creative director at MCH Group, and Roman Imgrüth, CEO of Exhibitions & Events at MCH Group, proclaimed their goal is to create a fresh platform that encourages discovery, accessibility, and cultural variety, rather than merely replicating Baselworld.
“We started by trying to understand what the industry really needs today,” stated Imgrüth. “While Watches and Wonders is an outstanding show, featuring around 60 to 70 brands, Switzerland is home to approximately 200 to 300. There’s also significant representation from Asian, American, and other European brands.”
They acknowledged the gap in the market and the need for a broader gathering as many brands expressed a desire for a place to call their own.
The inaugural exhibition is expected to showcase around 400 exhibitors, though Imgrüth emphasised that the focus is on representation rather than merely expanding in size.
“Quality and diversity are more crucial than simply becoming bigger,” he remarked. “This isn’t a finished product. We will develop it together with the industry over the coming years.”
A prominent feature of the new event is its commitment to bridging Europe and Asia, given that around 70% of jewellery production occurs in Asia, yet this is underrepresented in Europe.
“We want to create a bridge between East and West,” Faria explained. “To uncover many of these products today, one would have to travel to Asia, which is why we aim to bring that discovery closer to Europe.”
He pointed out that the middle market is often neglected as larger brands continue to focus on their own exclusive events.
“The large houses already have a home. What doesn’t really have a home are the independents and smaller players. By connecting these two sides, we can fill a market gap,” he asserted.
Accessibility is another cornerstone of the fair’s vision.
“Many trade fairs have become too exclusive,” Faria noted. “Access facilitates discovery.”
Rather than replicating traditional exhibition setups, MCH Group envisions Basilia as a city-like environment where neighbourhoods and distinct areas replace conventional rows of booths.
“We need to think like fans and approach it as if we are exploring a city,” said Faria. “People visit cities to discover, not just to attend.”
Discussions about marketplaces led to the development of this expansive concept.
“The stage must fit the product, not the other way around,” added Imgrüth. “Discovery unfolds as you wander, prompting the city approach.”
The organisers aim to highlight the diverse cultural identities of the exhibitors as a key part of the experience, rather than imposing a standardised format.
“We don’t want exhibitors to adapt to European norms,” asserted Imgrüth. “We wish to embrace their unique identities.”
Faria also advocated for a broader evolution of the exhibition industry itself.
“We need to move past the notion that these venues are merely for business exchanges,” he urged. “Attendees are individuals, not just B2B visitors. The traditional B2B approach needs transformation to enhance the feeling of specialness for visitors.”
The first Basilia fair will be hosted in Hall 2 at Messe Basel, with plans for activities to gradually extend throughout the city.
“The layout of Basel suits this well, as everything is within walking distance,” Imgrüth remarked. “Many retain fond memories of the city—not just the exhibition but the vibrant interactions and atmosphere. We aim to recreate that essence.”
For Faria, the key remains in crafting something innovative rather than trying to bring back what once existed.
“What was there before no longer exists,” he reflected. “We have a significant chance to create anew, starting from scratch and breaking past conventions.”
The inaugural Basilia Jewellery & Watch Fair is scheduled for April 2027, with organisers keen to portray it as the beginning of a long-term endeavour rather than a final product.
“We are planting a seed,” Imgrüth concluded. “April 2027 will be our first edition, and it will continually evolve from there.”
