Baselworld enhances fine jewellery component

Baselworld enhances fine jewellery component

Baselworld is placing emphasis on its jewellery section at the show’s 2019 edition, with the newly conceptualised “Show Plaza” set to take centre stage at the fair.

According to the show’s organisers, this jewellery-centric initiative has already attracted more exhibitors, with bookings slightly exceeding those of last year. Exhibitors from Hall 2 will be housed in Hall 1.2, now dedicated as the new Jewellery Hall.

“We are bringing the brands closer to the main events in Hall 1, shortening walkways for all visitors and assuring greater visitor frequency at the stands. The bookings are slightly above last year’s level, which is a positive and encouraging signal,” revealed Michel Loris-Melikoff, Baselworld’s managing director.

The Show Plaza will be located in the heart of the hall. A 240-degree catwalk will feature three live shows every day with international models presenting the latest fashion and newest collections from selected exhibitors. Seven gigantic LED walls will display close-up images of the jewellery to be showcased.

“More visibility, greater visitor frequency and totally new forms of presentation: These are our objectives to enhance the jewellery area at Baselworld 2019. I am convinced that these goals will be achieved with our new concept,” he noted.

Response from the market during road shows in Germany, Italy and Hong Kong, among other destinations, was overwhelming, added Loris-Melikoff. “I met with representatives from many brands that would like to come to Baselworld, some for the first time, others after a few years of absence. I think a turning point in the trend has definitely been reached in the jewellery area.”

Baselworld first announced fresh reforms in the 2019 edition in July this year after luxury conglomerate Swatch Group announced its exit from the fair.

Recognising the changing role of annual watch fairs in the global business landscape, Swatch Group then said watch fairs no longer make sense amid a more modern, fast-paced environment. It also called for the need for traditional fairs to adapt a more modern approach to business.

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