In April 2027, the Basilia Jewellery & Watch Fair—an event jointly developed by MCH Group and Informa Markets—will debut at Messe Basel. Its timing is intentionally aligned with Watches and Wonders Geneva so that retailers, journalists and industry professionals can conveniently attend both gatherings within the same week. This coordinated scheduling signals a renewed ambition for Switzerland to reclaim its role as the centre of the global watch and jewellery calendar.

The launch of Basilia represents a fresh chapter for Basel, which has been absent from the international exhibition scene since the end of Baselworld. Rather than attempting to revive the old format, the organisers are positioning Basilia as a contemporary, collaborative platform shaped by the needs of today’s market. The name itself, drawn from Basel’s ancient Roman identity, underscores the intention to build something new on historic ground.

The fair is designed to grow progressively, with the 2027 edition described as the first step in a long-term vision. Hall 2 of Messe Basel will host more than 400 exhibitors spanning jewellery, gemstones and watches. Instead of imposing a uniform booth style, the organisers plan to create a “city-like” environment, with themed districts that reflect the diversity of global craftsmanship—ranging from gemstone hubs to watchmaking valleys and technology-driven zones.

A central goal of Basilia is to reconnect the increasingly fragmented supply chain. Much of the world’s jewellery and watch production now takes place in Asia, while many established brands, retailers and buyers remain based in Europe. Basilia aims to serve as a bridge between these regions, offering a venue where sourcing, networking and business development can happen efficiently and transparently.

Affordability is a key principle of the new fair. MCH Group has emphasised that exhibitors will not face the extravagant construction costs that once characterised Baselworld. The organisers are also open to the possibility of allowing public access, provided exhibitors support the idea. Early editions are expected to feature a stronger jewellery presence, with the watch segment expanding as the fair matures.

Synchronising Basilia with Watches and Wonders Geneva is a strategic move that acknowledges the industry’s desire for streamlined travel and scheduling. Watches and Wonders has become the dominant Swiss watch event since Baselworld’s demise, and aligning the two fairs allows professionals to maximise their time in Switzerland while reducing logistical burdens.

To appreciate the significance of Basilia’s arrival, it is worth recalling the trajectory of Baselworld. Originating in 1917 as part of the Schweizer Mustermesse Basel, the fair evolved into the world’s most influential watch and jewellery exhibition. By the early 21st century, it attracted over 100,000 visitors and showcased the most prestigious brands. However, escalating costs, strained exhibitor relations and slow adaptation to digital trends led to a decline. Major brands began withdrawing, and the pandemic ultimately halted the event, which was formally discontinued in 2022.