Basilia: New Jewelry and Watch Fair to Launch in Basel in 2027
At a press conference held on June 18 in Basel, Informa Markets and the MCH Group unveiled a new international trade show format for the jewelry and watch industry: the Basilia Jewellery & Watch Fair.
Basilia aims to create a platform in Basel that will bring Europe, Asia, and other international markets closer together. The focus is not merely on showcasing products, but on establishing a new hub for trade and networking among manufacturers, designers, brands, retailers, wholesalers, distributors, and sourcing specialists.
The premiere is scheduled for April 2027 in Hall 2 at Messe Basel. The new platform is being organized jointly by Informa Markets and the MCH Group.
This brings together the expertise of two major trade show players: Informa Markets brings experience from events such as Jewellery & Gem WORLD Hong Kong, while the MCH Group is known for international platforms such as Art Basel and organized Baselworld until 2019.
A Bridge Between Asia and Europe
Basilia positions itself as an international trading platform designed specifically to strengthen the link between Asian production and European demand. More than 400 exhibitors are expected at the inaugural event. The event is aimed at manufacturers, designers, brands, retailers, wholesalers, distributors, and sourcing specialists.
The focus is therefore not solely on presentation, but on business networking across the entire value chain. Especially against the backdrop of increasingly complex supply chains and growing demands for reliable trading partners, this type of format is becoming more important.
Celine Lau, Director of Jewelry Fairs at Informa Markets Jewellery, describes this approach in light of changing market conditions: “Sourcing has never been more complex.” Today, buyers are looking for trusted partners who truly understand their challenges. Basilia is designed to fill precisely this gap by connecting buyers directly with specialized suppliers.
The Fair Conceived as a City
Conceptually, Basilia is not intended to be a uniformly structured trade show, but rather a “city” with different areas. Among other things, the plans include Jewelry Neighborhoods, Diamond & Gem Districts, Watch Valleys, European Districts, a Swiss District, and a Tech Hub.
These areas will be complemented by zones inspired by international trade and creative hubs such as Hong Kong, Bangkok, Jaipur, Istanbul, Antwerp, Paris, and Milan. In this way, the trade show aims to highlight cultural and economic differences rather than homogenizing them within a single presentation model.
Basel as an International Hub
By choosing Basel, Basilia has selected a location with a rich history in the watch and jewelry industry. The city offers international accessibility, trade show infrastructure, and experience with major industry events. At the same time, this new format is emerging at a time when the trade show landscape for jewelry and watches is becoming increasingly diverse.
Margaret Ma Connolly, President and CEO of Informa Markets Asia, calls the partnership with the MCH Group a natural decision. She notes that both organizations specialize in creating platforms “where business thrives and meaningful connections are made.” The goal is to create a global event that responds to the industry’s evolving needs while also highlighting its diversity.
Global Reach and Local Presence
The MCH Group also emphasizes the strategic significance of the new format. Andrea Zappia, interim CEO of the MCH Group, describes Basilia as a platform geared toward the future of the jewelry and watch industry. By combining Informa Markets’ global reach and understanding of Asia’s industrial ecosystem with the MCH Group’s event expertise, a new international stage is emerging in Basel.
According to Zappia, Basilia is intended to connect supply and demand across continents from the very beginning and, as such, should be positioned not gradually but immediately as a global platform.
Knowledge Transfer as an Integral Part
In addition to the exhibition, seminars, panel discussions, and expert sessions will be part of the event. Basilia is thus following the trend of viewing trade shows not merely as platforms for ordering or presenting products, but as venues for exchange, guidance, and knowledge transfer.
The first edition of the Basilia Jewellery & Watch Fair will take place in April 2027 at Messe Basel. The plan is to feature a mix of jewelry, gemstones, and watches: approximately 50 percent jewelry, 25 percent gemstones, and 25 percent watches.
Baselworld 2.0? Not really.
Given its location and the products on offer, the question of whether Basilia could become a kind of “Baselworld 2.0” almost inevitably arises. The organizers themselves, however, are taking a different approach and, when asked, explained that this is not the goal. Rather than reviving an existing successful model, Basilia is intended to create a new platform tailored to the current structures and needs of the international jewelry, gemstone, and watch industry.
The vision for 2027 is deliberately long-term. The initial focus is on laying the foundation for a new international industry gathering, building networks, and gradually developing the event format. With Informa Markets and the MCH Group, the project is backed by two partners who possess the necessary experience, international reach, and organizational expertise to build such a platform on a sustainable basis.
Furthermore, it is, of course, worth asking whether a trade show format with the appeal and significance of the former Baselworld is even possible or necessary under today’s market conditions. The industry has changed, communication channels have become more diverse, and many companies today pursue significantly more individualized sales and event strategies. Basilia’s success will therefore depend less on whether the trade show can build on its past and more on whether it creates relevant added value for the industry of tomorrow.
