The new tagline for MCH Group’s Baselworld replacement show, HourUniverse, has been announced with the slogan designed to portray the event’s focus on “bringing the entire watchmaking, jewellery and gemstone community together by offering a new form of interaction”.

HourUniverse will take place from 8 to 12 April, 2021, in the cavernous Hall 1 of the Messe Basel event space.

Richemont’s Watches & Wonders Geneva event, and the new show with Rolex, Patek Philippe, Chopard, Tudor and Chanel, look certain to take place from April 7 to 13 next year, Professional Jeweller’s sister title WatchPro has been told by sources close to both events, so visitors will be encouraged to tack on a trip to Basel with their visit to Switzerland.


Beyond naming its dates, details remain scarce about the new show, although promotional rhetoric is abundant.

“By defining one’s professional profile, presenting one’s activity, unveiling one’s innovations, creating new opportunities, widening one’s field of action and identifying the best partners, a whole ecosystem will be able to come together on the platform,” the show’s organiser MCH Group promises.

There is a strong focus on presenting HourUniverse as a global platform, whose activity will peak at the April show, but bring brands and consumers together all year round and through physical and digital activities.