Dear Mr. Imgrüth, tell us about MCH’s strategy for hosting Basilia 2027 combining the watch & jewellery sector in the city of Basel?
Basel has a long-standing heritage in the gem and jewellery industry. For nearly 50 years, it served as a global meeting point for the industry, until 2019. However, by 2019, the world had changed significantly, and perhaps the earlier fair Baselworld had not evolved sufficiently with it. This, unfortunately, contributed to the fair eventually disappearing. The circumstances leading up to the COVID-19 pandemic certainly did not help the situation either.
Over the past few years, we have looked at the situation from a strategic perspective. We examined what has happened since then, what platforms and initiatives have established themselves, what has not, and, importantly, where the industry has moved. We also asked ourselves whether Basel could once again become a global meeting place for the international watch, gem and jewellery industry. What we found is that Geneva, over the past five or six years, has established itself as a very strong platform for the very top end of the market. Currently, we are talking about around 70 to 80 watch brands globally. That is just on the watch side. Depending on the statistics, there are approximately 800 watch brands worldwide. So, only about 10% of global watch brands currently have a platform of this scale, while the vast majority do not have a platform that truly reflects the scale and importance they deserve. When we look at the jewellery and gemstone industry, I think the demise of Baselworld was a significant loss. Yes, Vicenza is still there, and other established platforms continue to serve the industry, but they were there before and each has its own purpose. The gap created by the disappearance of Baselworld, at least in our estimation, is that there is now a real lack of a truly global meeting place for the jewellery and gemstone industry. This is precisely the opportunity we see in bringing a new, international platform to Basel.
While smaller events have established themselves in and around Geneva, there is still no exhibition of the scale and significance that the industry deserves. This comes at a time when both the jewellery and gemstone industry, as well as the watch industry, are facing their own set of challenges. I have always believed that a strong industry needs strong exhibitions. Therefore, our strategy, together with our partner Informa Markets, is to re-establish a global meeting point for the sector that lost its home when Baselworld was discontinued.
Very well. Adding on to that partnership points that you just mentioned, what was the strategy on working on a partnership with a leader in the trade show sector of our industry which is Informa Markets?
So, if I expand on what I just said, the segments we are looking to target include high-end jewellery. At the peak of Baselworld, branded jewellery was still a significant part of the show. Since Baselworld discontinued, truly high-end branded jewellery has not really had another comparable platform to exhibit at, and that segment has largely moved away. The broader jewellery industry, on the other hand, certainly continues to be vibrant, and we see this very clearly today. This is where Informa Markets brings enormous strength in our partnership. If you look at the origins of this segment, based on our estimates and depending on the statistics you consider, a significant proportion of jewellery is either sourced or manufactured in Asia by exhibitors participating in Informa Markets' shows.
If you look at exhibition floors in Europe, these customers are still heavily underrepresented. So, on the jewellery side, we see a clear opportunity. At the same time, Informa also brings an established global buyer network, which adds significant value. I strongly believe that, particularly in the exhibition industry, and perhaps in many other industries as well, collaboration is a key to success. We were therefore very excited when Informa shared our enthusiasm for this opportunity. We believe that, by working together, we can build something stronger for the industry and achieve it faster than we could by working separately. Basel World, as a show, was always strongly associated with the watchmaking community, That heritage remains an important part of Basel's identity, and our aim is to build on that legacy while creating a broader and more relevant platform for today's jewellery and gemstone industry.
In this changing ecosystem concerning exhibitions what is the environment that you are looking to build for Basilia 2027?
Well, I think the old model would not work in today’s context, especially for the type of customers we are targeting. Basilia 2027 needs to be highly accessible and business-first. It also needs to reflect the economic realities of our customers, and in today’s world, those realities are not always easy. Therefore, the return on investment needs to be very strong, which calls for a different model. In our view, the key priority for all our exhibitors should be access to buyers who can help them do business. That has to be at the forefront. At the same time, branding remains an important aspect for certain exhibitors, and we need to cater to that as well. It is, therefore, a balancing act. But I believe the trade needs to be much more central to the show than it was in the past.
What is your opinion on European buyers and retailers attending the show? How about Asian and buyers from other economies apart from Europe alone?
European retailers will certainly be an important customer and visitor group, particularly because we will also have a strong Asian exhibitor base. For our Asian exhibitors, access to European buyers will be very important. But I think the real distinction that Basilia 2027 will have to make is that, as I mentioned earlier, it needs to once again become a truly global destination and a global meeting point. Asian buyers, Middle Eastern buyers, Indian buyers, in other words, buyers from the markets that are important to many European exhibitors, and that they may not meet on other platforms, will be essential to the success of the show. So, to answer your question, yes, European buyers are important, but it is not only about European buyers; We expect buyers from across the world to attend. The show needs to be genuinely international in order to succeed. Of course, people know Basel very well. But over the last five to seven years, there are many industry professionals who have not had the opportunity to travel there, and there could also be a significant number of newcomers visiting Basel for the first time. One of the great strengths of our industry is that it is largely family-run, with the next generation continuously entering the business. So, we expect many second- and third-generation jewellery professionals to be interested in visiting Basilia, particularly through our trade buyer delegation programs.
While we are on the subject of family run business and the next gen coming into the trade, what more can Basilia offer for the Industry members attending the fair?
While Basel has a long-standing heritage as a meeting point and international platform for the industry, it also carries with it many family stories, for precisely the reason you have just mentioned. Just before this interview, I was meeting with a diamond dealer who is also second generation and has been coming to Basel for many years. There is a strong emotional connection with the city and the show.
At the peak of Baselworld, branded jewellery was still a significant part of the show. Since Baselworld discontinued, truly high-end branded jewellery has not really had another comparable platform to exhibit at, and that segment has largely moved away. The broader jewellery industry, on the other hand, certainly continues to be vibrant, and we see this very clearly today.
So, what can exhibitors and visitors expect from Basilia?
First of all, Basel is a relatively small city compared with Hong Kong, and we intend to use that to our advantage. From the very first edition, we plan to organize a number of activities and events outside the fairgrounds. For example, if an exhibitor wants to organize an event outside the trade show, we will help facilitate and organize it. These activities will complement the exhibition and create additional opportunities for networking and business interaction. Our aim is to introduce this concept from the very first edition and then build on it over time. As I mentioned in the previous interview, my vision is that we eventually incorporate more of Basel’s rich cultural heritage into the Basilia experience.
The idea is to create synergies between the city, the exhibition and the industry. When buyers and exhibitors come to Basel, their experience should go beyond their business objectives. They should also have the opportunity to discover the city, experience its culture and create lasting memories alongside the business connections they make at Basilia.
And perhaps the experience back in the day wasn’t always optimal, particularly when it came to hotel prices and restaurants. I was actually coming to that point. I’ve heard it mentioned before, people saying, “Yes, the meal cost half as much once the exhibition was over.” That’s why we’ve worked closely with Basel Tourismus, our hotel partners and local restaurants. As a result, more than 2,500 rooms are available to exhibitors and visitors at especially attractive rates, across a range of hotel categories and price points. Of course, you can never guarantee that everyone will always move in exactly the same direction, but I think the city has learned from the past. That is also a very important element for us. We don’t want anyone taking advantage of the industry simply because a major exhibition is taking place. This is an extremely cost-sensitive industry, and we have to be mindful of that. The experience needs to be accessible, transparent and commercially sensible for everyone coming to Basel.
Do you look at all the sub-sectors too within the watch, gems and jewellery industry to exhibit at Basilia 2027, or are you looking at a phase-wise expansion?
Yes, I think we are looking at the industry as a whole. However, the reality is that the initial traction will come from certain segments. As I mentioned earlier, branded jewellery will probably take a little longer to come on board. On the watch side, some of the larger groups that currently do not have a home may also take a little longer. But the vision is for Basilia to develop into a broader meeting point for the entire industry. When we launched the concept, we said that it would take two to three years to build it to that level. So, while our focus is broad from the outset, the initial traction will naturally come from certain elements of the industry. Ultimately, it is the industry itself that will determine how the platform evolves and how quickly it expands.
Why was the month of April chosen for Basilia 2027?
From a watch-industry perspective, the timing is closely aligned with Watches & Wonders in Switzerland. We are targeting many of the same professional buyers, and we believe there is an opportunity to create a stronger industry experience through two platforms in one country. Historically, there was also a period when the Richemont fair and Baselworld were held around the same time. We are, in a sense, returning to that familiar April window. The idea is simple: “One Trip, Two Destinations”. We want Switzerland in April to become a meeting point for the broader watch and jewellery industry, allowing international buyers to combine both events in a single trip. Baselworld was traditionally held in April, and there has not really been another major show occupying that same window, apart from Watches & Wonders. That timing gives us an opportunity to build on the legacy of the April trade-show calendar while creating a new platform for the industry.