Jun 25, 2021

Baselworld 2022 Shifts Focus From Luxury Brands To B2B Mid-range Segment

Baselworld, which was last held in 2019, will be back in March/April 2022 with a different approach, according to the fair organiser MCH Group. “Instead of focusing on the spectacular appearance of luxury brands in the watch, jewellery and gemstone sector, the new Baselworld will primarily be a B2B platform in the mid-range luxury segment,” it said in a statement.

The future concept combines trends in the experience marketing market with the needs of the entire community in the mid- and high-end segment of the watch, jewellery and gemstone industry. 

"After the Corona Pandemic had stalled Baselworld over the last two years, we took a lot of time to talk to our partners and exhibitors," said Baselworld Managing Director Michel Loris-Melikoff. "One thing became very clear: the Baselworld brand must remain, but it must fundamentally change." 

Whereas Baselworld used to be the most important annual meeting place for the luxury brands in the watch, jewellery and gemstone industry, the new Baselworld will be a platform on which smaller watches and jewellery manufacturers and gemstone traders can present their products and retailers will have efficient and easy access to the diversity of manufacturers.

Baselworld will become a digital platform, supplemented by live events, which will be available to the jewellery, watch and gems industry around the clock, 365 days a year, worldwide. To be launched in autumn 2021, the digital platform will become a forum for exchange between all relevant representatives of the industry, the public and the media at Baselworld 2022.

The date of Baselworld 2022 will be coordinated with the trade fairs taking place in Geneva at the same time and is intended as an important supplement and additional platform for the exchange of information between all the players in the industry, including those who did not participate in Baselworld in the past.

New tools for content creation will be used, allowing a maximum "touch and feel" experience and providing the opportunity to expand one's network and exchange information on the latest trends. It will be the first independent platform that combines digital and live events. 

Michel Loris-Melikoff explained, “Everyone will meet on our platform. The brands, the manufacturers, the retailers, the fans and the media. We will offer attractive conditions and prices for all brands that want to benefit from this unique platform.”

Photograph: Michael Ottenwaelter / © Baselworld – MCH Group