New name Jewellery & Watch Show will debut in February next year.
i2i Event Group, organisers of the Jewellery Show London and Jewellery Show at Spring Fair, has rebranded the two shows to highlight the growing importance of watches among buyers.
The events have been renamed Jewellery & Watch Show Birmingham and Jewellery & Watch Show London, with the new names effective as of February 2 next year when the Birmingham show opens at the NEC exhibition space.
According to i2i Events Group the re-brand brings the two shows together under one umbrella "reinforcing their position as the leading events in the jewellery and watch buying calendar".
i2i Events portfolio director Julie Driscoll said: “This name change demonstrates that we are listening to the industry and responding to the growth in watch sales.
“Although jewellery and watches are distinct categories in the sector, we are providing a platform for buyers to view both at two very important times of year in the jewellery buying calendar. The February show in Birmingham provides a unique opportunity for buyers to source new collections while the London event in June is perfectly placed for top-up orders and Christmas buying.”
The re-brand represents the shows intentions to increase the number of watch brands on offer at both events, with watches also set to appear on the catwalks at the shows in the marketing campaigns leading up to each event.
The Jewellery & Watch Show Birmingham will feature jewellery and watch brands including Pandora, Bering Time, Lars Larsen watches, Carat*, Dower and Hall, Fable Trading and Alexis Dove and Sophie.
The London show will feature Parure Paris, Bigli, Martin Ross, Arcadia diamonds, Alfred Terry, Chavin, Parure Paris, Nomination and BQ Watches.
A Jewellery Show panel of experts and influential industry leaders is also currently being recruited to give advice on the content and direction for the two shows, with more details set to be unveiled in due course.
Driscoll added: “We are committed to delivering the two best possible shows in the jewellery and watch buying calendar and will do this through a fantastic mix of the best jewellery and watch brands combined with must-have market-leading content from expert speakers and a selection of the best buyers in the business."
The Jewellery & Watch Show Birmingham runs from February 2 to 6 2014, while The Jewellery & Watch Show London is scheduled to take place at Somerset House on from June 1 to 2 2014.