The twice annual Jewellery & Watch at NEC, Birmingham will become Jewellery, Watch & Fashion (JWF) as of its Autumn Fair 2020 showing.

The change will see fashion exhibitors added to the already extensive list of brands available to the 20,000 buyers that Autumn Fair expects to welcome later this year.

Jewellery & Watch 2020, finishing Thursday February 6, 2020, will not be affected by this decision, though its show at Spring Fair 2021 will also be rebranded as JWF.


Jewellery, Watch & Fashion event director, Kirsty Broere, says: “By aligning fashion with jewellery in a more meaningful way we are responding to consumer trends and retailers’ demands.

“Our research shows fashion stores are buying from high-end jewellery ranges, whilst traditional jewellers are experimenting with high-end fashion accessories and gifting ranges.

“This blend of buying and desire in the market to try something new has inspired us to combine sectors to become Jewellery, Watch & Fashion.”

For this year’s Spring Fair, Jewellery & Watch announced a move to the prime spot of Hall 1 in Birmingham’s NEC, and it will maintain this positioning for 2021’s Spring Fair. Read more about the move below:

Jewellery & Watch 2020 to make its mark on Hall 1 as exhibitors invest in new Spring Fair format