The focus of Baselworld 2022 will shift from luxury brands to the B2B mid-range segment.


According to the exhibition organiser MCH Group, Baselworld, which was last hosted in 2019, will return in March/April 2022 with a new approach. The new Baselworld will largely be a B2B platform in the mid-range luxury market, rather than focusing on the spectacular presentation of luxury companies in the watch, jewellery, and gemstone sectors, according to a statement.

The future concept integrates experience marketing trends with the demands of the entire community in the watch, jewellery, and gemstone industry’s mid- and high-end segments.

“After the Corona Pandemic halted Baselworld for two years, we spent a lot of time talking to our partners and exhibitors,” stated Michel Loris-Melikoff, Managing Director of Baselworld. “One thing became clear: the Baselworld brand must survive, but it must transform drastically.”

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

Baselworld will evolve into a digital platform with live events that will be accessible to the jewellery, watch, and gems industries throughout the world 24 hours a day, 365 days a year. At Baselworld 2022, the digital platform, which will be introduced in autumn 2021, will serve as a forum for dialogue between all key industry representatives, the general public, and the media.

The date of Baselworld 2022 will be synchronised with the trade fairs that will be held in Geneva at the same time, and it will serve as an important supplement and supplementary platform for information exchange between all industry players, even those who have not previously attended Baselworld.

New content production tools will be utilised, allowing for a maximum “touch and feel” experience as well as the potential to grow one’s network and share information on current trends. It will be the first self-contained platform to blend digital and live events.

“Everyone will meet on our platform,” Michel Loris-Melikoff remarked. Brands, manufacturers, merchants, fans, and the media are all involved. All brands that wish to take use of this one-of-a-kind platform will be offered competitive terms and prices.”