Basilia Jewellery and Watch Fair, a new trade show scheduled for April 2027 in Basel

From the very start of the press conference held in Basel on Thursday morning, June 18, Roman Imgrüth, CEO of the Exhibitions & Events division of MCH Group, set a clear framework. Basilia will not revive Baselworld, but aims to open a new chapter for the industry. “Baselworld has not existed for more than seven years, and it will not be returning. What we are proposing here is a completely different positioning.”

This new concept is called the Basilia Jewellery and Watch Fair. The name refers to Basel’s original Roman name, and the symbolism is no longer that of a trade fair, but of a city—a city in the making, described as a “city under construction” for this inaugural edition in 2027, one that is both accessible and ambitious.

Speaking via video from Hong Kong, Margaret Ma Connolly, President and CEO of Informa Markets Asia, emphasized the catalytic role of the partnership between Informa Markets and MCH Group. Informa brings its global B2B network in jewelry and gemstones, while MCH contributes its expertise in creating international platforms, including Art Basel. “In April 2027, Informa Markets and MCH Group will launch the Basilia Jewellery and Watch Fair, a new platform built on a simple yet powerful concept: connecting Asia, Europe, and beyond by bringing jewelry and the watch industry together under one roof. ” She highlights Informa’s significance within the ecosystem: “We have organized fifteen jewelry and gemstone trade shows in nine cities around the world… Last year, we connected more than 260,000 buyers with over 9,000 exhibitors, and we actively maintain a network of more than one million professional contacts worldwide.”

According to Roman Imgrüth, the intention is not to capture the high-end of the market, but to be a “broader commercial ecosystem. Manufacturers, suppliers, independent brands, retailers, and buyers deserve a platform designed around their needs.” Basilia is clearly positioning itself as a complement to existing events, notably Watches and Wonders in Geneva, which brings together the major watch houses. The entry-level and mid-range segments will form the core of the exhibitors. However, no admission fees have been announced, nor is it certain at this time whether the fair will be open to the public.

As for the dates, the idea is to take advantage of the international community already present in Switzerland, just as Baselworld did in its day: “Our goal is to schedule an overlap: as soon as the trade days in Geneva end, we’ll open the Basel event over the weekend.” ”

Contacted about this new trade event for the watch industry and jewelry industry, the Watches and Wonders Foundation declined to comment.

According to Artur Faria, creative director at the MCH Group, who was also present at the press conference, Basilia’s approach is not to “smooth over” cultural identities to fit them into a standardized trade show format—which was, in this case as well, the approach taken by Baselworld, which offered brands the opportunity to express their identity through very different booths. Basilia, however, is committed to this symbolism of a city. He continues: “A city welcomes all cultures without flattening any of them. It has no single owner; it improves over time without becoming simplistic; and it doesn’t ask you to adapt—it adapts around you.”

In practical terms, Basilia will be located in Hall 2 in Basel, laid out like an urban fabric with neighborhoods, avenues, and squares, rather than as a grid of standard booths. Here, some similarities can be found with Watches and Wonders, which is also designed as a meandering experience through common areas, restaurants, and brand booths.

However, one of the stated goals is to break away from the model of multi-million-dollar booths that had contributed to Baselworld’s decline: “Our clients—Basilia’s clients—cannot spend millions on booth construction, and we don’t want them to. We want them to bring their best products,” explains Roman,

When asked about Asia’s role, Margaret points out that “there isn’t just one Asia” and promises a strong Asian presence through pavilions and local communities, notably Hong Kong, Turkey, India, and mainland China. “ “Our current plan allocates about 50% to jewelry, about 25% to gemstones, and the remaining 25% to the watch industry.”

Basilia anticipates a stronger focus on jewelry at the outset, with the watch industry gradually gaining prominence—particularly among the dozens of Swiss and international brands that currently lack a structured European showcase.

For now, no brands have been officially announced: partnerships will be disclosed as contracts are signed. The promise, however, is clear: to reestablish a European hub for the vast industrial and commercial base of the jewelry and watch industry, recognizing that everything—including the “city” of Basilia—still needs to be built.