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ORGANIZERS MCH GROUP AND INFORMA MARKETS SHARE THEIR VISION FOR THE NEW WATCH AND JEWELLERY FAIR, TAKING PLACE 8-11 APRIL, 2027.
Since Baselworld’s curtain came down seven years ago, the industry has felt a certain absence. Geneva has its glittering calendar, but Switzerland’s spring lacked a broad, welcoming meeting point for independent watchmakers, agile mid-range houses, and the international buyers who follow them. In April 2027, Basel intends to fill that gap.
BASILIA, a new international trade fair for watches and jewellery, will open at Messe Basel from April 8 to 11, 2027. It is a joint venture between the MCH Group and Informa Markets, and it arrives under a fittingly ambitious theme: “City Under Construction.”
During our visit to JGW’s September 2026 edition, we sat down with Roman Imgrüth, CEO of Exhibitions & Events at MCH Group, and Celine Lau, Director of Jewellery Fairs at Informa Markets Jewellery, to hear how they plan to build it.
Complementary, Not Competitive
“BASILIA is not designed to rival Geneva, rather complement it”, Imgrüth made clear. Seven years after Baselworld ceased, the organizers see a distinct space in the market: a launchpad for emerging brands, mid-range houses looking to reinvent themselves, and larger groups that sit outside the Geneva ecosystem.
The pitch to exhibitors is simple. Brands come to BASILIA so that buyers come to them, rather than catching them on the way to somewhere else. With international buyers expected from the Middle East, Asia, the US, and Europe, the fair promises focused access and the kind of networking that side shows and hotel-room presentations rarely deliver.
A Window for the Mid-Range, a Stage for Micro-Brands
The watch market has shifted markedly, ultra-luxury and micro-brands continue to grow, while the traditional middle is under pressure. BASILIA’s answer is to give that segment a physical window to show its reinvention, because, as the organizers see it, strong industries need strong exhibitions.
Micro-brands and independents, often the source of the most creativity and digital buzz, are treated as a core pillar of the fair rather than an afterthought. Competitive pricing keeps participation viable for smaller structures, and a dedicated zone is designed around interaction, storytelling, and direct contact with buyers. Established groups, meanwhile, will have branded spaces suited to larger presentations.
Materials, Pre-Owned, and Wearables
Innovation in watchmaking today goes well beyond gold and steel, and the floor is being structured to reflect that. Brands working with materials such as ceramic, tantalum, and titanium will be given prominent visibility, in line with the fair’s focus on creativity and technical evolution.
On the pre-owned and vintage market, which now holds a significant share of the industry, the first edition will concentrate on new creations, novelties, and brand growth. The organizers acknowledge how the market is evolving and keep the door open to complementary segments as the fair matures. Wearable technology, by contrast, will not be a focus, BASILIA remains anchored in traditional watchmaking, independent horological creativity, and mechanical innovation.
Built for the Whole Ecosystem
The floor plan reflects this dual approach, expansive corporate stands on one side, an open, community-driven layout on the other. Exhibitors and visitors are expected from across Europe, the Middle East, Turkey, China, and wider Asia, giving the fair a truly international character.
Beyond the halls, the organizers want BASILIA to bring Basel back to life as a destination, with hospitality, networking lounges, and cultural experiences that encourage guests, collectors, and journalists to linger in the city.
Our Take
BASILIA arrives with strong backing, a clear niche, and an industry eager for a new anchor in Switzerland’s spring. The real test will come in April 2027, when the halls fill and the buyers arrive. If the early enthusiasm is any indication, Basel may be ready to reclaim its place in the horological calendar, this time in a new form.
COLLECTION Magazine will be following BASILIA closely as details unfold.
Interview conducted by Mrs. Suzanne Eid and Ms. Kristel Hanna, COLLECTION Magazine.
