Basilia 2027: Can Basel’s New Fair Find Its Place in the Global Watch and Jewellery Market?

For more than a century, Basel was a central meeting point for the global watch and jewellery trade. Following Baselworld’s departure, many established watch brands found new platforms, yet a gap remained for jewellery companies and independent watchmakers seeking international exposure and distribution opportunities.

Now MCH Group, the Swiss exhibition company behind globally recognised events including Art Basel, is preparing to address that gap. With media entrepreneur James Murdoch among its principal investors through Lupa Systems, MCH has joined forces with Informa Markets, whose international portfolio includes Jewellery & Gem WORLD Hong Kong, to launch Basilia Jewellery & Watch Fair.

Scheduled for 8–11 April 2027, Basilia will overlap with the final days of Watches and Wonders Geneva, which runs from 5–11 April. Rather than competing with Geneva’s established events, it aims to offer a complementary B2B platform.

For Roman Imgrüth, CEO of MCH Exhibitions & Events, the project is also personal. A Basel native whose family roots span generations, he has a connection to the city’s exhibition heritage: his great-grandfather was involved in building the halls associated with Baselworld. His challenge today is to translate that legacy into a commercially relevant proposition.

From Visibility to Distribution

Basilia envisages an exhibitor mix of approximately 80% jewellery and gemstones and 20% watches, reflecting its ambition to serve both industries.

For emerging watch and jewellery brands, the challenge often extends beyond visibility. Finding retail partners and building international distribution can be decisive for growth.
Basilia’s participation model is designed with this in mind. Emerging watch brands can exhibit for less than CHF 10,000 through an entry-level package that includes display space, a counter and branding. Larger turnkey stands and raw-space options will accommodate different business needs.

Yet the organisers see the real value beyond the exhibition stand. “The main investment that we’re making is in mobilising the buyers,” Roman Imgrüth explained.

Through Informa Markets’ international network, Basilia intends to attract retailers and distributors, particularly from Asia, India and the Middle East, alongside European and American buyers. International media outreach is also expected to support the event’s visibility.

Rethinking the Basel Experience

MCH is also conscious of another aspect of Baselworld’s legacy: high exhibition and accommodation costs that were not always matched by the expected level of service.

Approximately 2,500 hotel rooms have been secured, with efforts under way to improve booking conditions and eliminate minimum-stay requirements. The organisers are also working with local hospitality partners to improve the visitor experience. Visitors staying at Basel hotels can also use local public transport free of charge with the BaselCard.

The fair will occupy Messe Basel’s historic Hall 2, with dedicated watchmaking and jewellery areas, while selected activations will extend into the city.

The Trust Equation

Perhaps Basilia’s greatest challenge is rebuilding confidence in Basel as an exhibition destination. Imgrüth acknowledges that trust must be earned through close collaboration with the industry. “We will have to re-earn that trust,” he said.

With initial commitments already secured, predominantly from Swiss-made watch brands, the organisers expect to announce the first participating brands before the end of 2026. Imgrüth describes the development of Basilia as “at least a three-year mission”. “We need to prove the value,” he acknowledged.

 

 

For brands considering a return to Basel, the first edition will offer an early indication of whether the organisers can deliver on that promise, particularly when it comes to the buyers and business opportunities they bring to the table.

For more details, please visit the official website.