Baselworld has vowed to focus more on the jewellery side of the show, with new initiatives in place to boost business for exhibitors without watches.
Today the trade show has revealed the jewellery initiatives are already showing signs of success, with bookings slightly up on last year.
Baselworld is enhancing the jewellery area for the 2019 edition. Exhibitors from Hall 2 will now be housed in Hall 1.2, which will now be dedicated as the new ‘Jewellery Hall’.
The fair also says a newly created ‘show plaza’, which will be located in the heart of the hall, will be a magnet as it will highlight the novelties and innovations within a “spectacular” show.
“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,” says Baselworld’s Managing Director Michel Loris-Melikoff.
“The bookings are slightly above last year’s level, which is a positive and encouraging signal.”
The jewellery hail will feature a 240° catwalk with three live shows every.
Seven gigantic LED walls will display close-up images of the jewellery showcased, and the event area will also be the venue on press day for the opening press conference and for the opening party thereafter, making sure journalists will enter the hall too.
The new features have been presented to jewellery brands at road shows in Germany, Italy, Hong Kong and other key countries, with Baselworld reporting the response to be “truly overwhelming”.
The MD shares: “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.”
“More visibility, greater visitor frequency and totally new forms of presentation: those were our objectives to enhance the jewellery area at Baselworld 2019. I am convinced that these goals will be achieved with our new concept.”