New Basilia Trade Fair Set to Launch in Basel in April 2027

Basel, Switzerland – Seven years after the demise of Baselworld, the Swiss city is preparing to re-enter the international watch and jewelry trade show arena with the announcement of a new event: Basilia Jewellery & Watch Fair. Spearheaded by MCH Group, the organization behind the former Baselworld and Art Basel, and Informa Markets, a global leader in B2B events and organizer of Jewellery & Gem World Hong Kong, Basilia aims to establish a new international stage connecting Asia, Europe, and the global industry.

Filling a European Market Gap

The inaugural Basilia show is slated to take place in April 2027 at Messe Basel, utilizing Hall 2, the same space that previously housed independent watchmakers and jewelry brands during Baselworld. Organizers have identified a significant gap in the European market for a dedicated international business-to-business platform catering to the mid- to upper-segment of the watch and jewelry industry. Basilia is designed to bridge this gap by bringing together Asian supply chains and European demand on a large scale.

According to a show spokesperson, Europe has lacked a central platform for this specific market segment, while Asian jewelry manufacturers have been structurally underrepresented at European trade fairs. Basilia intends to address both these issues.

Event Structure and Focus

Organizers anticipate welcoming over 400 exhibitors to the first Basilia event. The exhibitor breakdown is planned as follows: approximately 50% jewelry brands, 25% watch brands, and 25% gem dealers. This initial focus highlights a stronger emphasis on jewelry, with the watch industry expected to grow its presence over time, particularly among Swiss and international brands seeking a structured European showcase.

The concept for Basilia moves away from the traditional trade show grid format. Instead, it is envisioned as a ‘city’ with distinct districts and neighborhoods, inspired by key global hubs for gems and jewelry, such as Bangkok, Jaipur, Antwerp, and Milan. This urban layout aims to foster a more immersive and culturally inclusive experience, allowing brands to express their identity without the pressure of constructing multi-million-dollar booths, a factor that contributed to Baselworld’s decline.

A New Chapter, Not a Revival

Roman Imgrüth, CEO of the Exhibitions & Events division of MCH Group, emphasized that Basilia is not intended to revive Baselworld. “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,” Imgrüth stated at a press conference. The name ‘Basilia’ itself is a nod to Basel’s original Roman name, symbolizing a new beginning.

The partnership between MCH Group and Informa Markets is seen as crucial. Informa Markets brings its extensive global B2B network, having organized fifteen jewelry and gemstone trade shows in nine cities worldwide and connecting over 260,000 buyers with more than 9,000 exhibitors annually. MCH Group contributes its expertise in creating international platforms, including the renowned Art Basel.

Strategic Timing and Future Outlook

A key aspect of Basilia’s strategy is its planned timing. Organizers aim to schedule the event to overlap with the end of the Watches & Wonders Geneva fair, leveraging the presence of the international industry community already in Switzerland. Exact dates will be announced in conjunction with the 2027 schedule for Watches & Wonders Geneva.

While the core target market is professionals in the entry-level and mid-range segments, the broader commercial ecosystem for manufacturers, suppliers, independent brands, retailers, and buyers is the ultimate focus. Details regarding admission fees and whether the event will be open to the public are yet to be announced. The organizers have stated that commitments and further details will be disclosed as contracts are finalized.