Events & AwardsMay 24, 2021
Next Edition of GemGenève Show Scheduled for NovemberEvents & AwardsJun 24, 2021
Baselworld Is Returning in 2022
Now, it will cater to mid-range luxury brands.
After toying with rebranding as “HourUniverse,” Baselworld is sticking to its name and planning a comeback.
New York—Baselworld is back.
Despite the watch and jewelry show asserting it would not return to the trade show calendar under its original moniker and even teasing the new name HourUniverse, this week organizers MCH Group announced the show will return in 2022 as Baselworld.
Baselworld Managing Director Michel Loris-Melkof said, “After the [coronavirus] pandemic had stalled Baselworld over the last two years, we took a lot of time to talk to our partners and exhibitors. One thing became very clear: the Baselworld brand must remain, but it must fundamentally change.”
Following Switzerland’s national guidelines, Baselworld cancelled its 2020 show in January of that year, but its refund policy sparked an outcry from exhibitors, who found it to be less than generous considering the circumstances.
Citing years of frustrations with the show, the refund policy proved to be the final straw for several brands. Rolex, Patek Philippe, Chanel, Chopard and Tudor said they would create their own show held in conjunction with Watches & Wonders Geneva.
TAG Heuer, Hublot and Zenith were next to drop the trade show.
Baselworld’s reimagining doesn’t include these luxury brands, however.
In a press conference, Loris-Melikoff said MCH Group will cater to smaller watch, jewelry, and gemstone companies, which it classified as the “mid- to top section” of the industry, as well as “mass brands.”
The show will have room for about 300 brands in 2022, though that number could grow in the future.
Set to happen March 31 through April 4 in Basel, MCH Group said the dates align with other watch trade shows happening in Geneva.
Related stories will be right here …
Watches and Wonders Geneva 2022 is scheduled for March 30 to April 5.
Though focused on business-to-business, Baselworld will host all manner of watch enthusiasts, who should be able to touch and interact with the products rather than just admiring them through showcases, Loris-Melikoff said.
He did not clarify if the show will be open to the general public or only to specific collectors and influencers.
Baselworld will also have a digital component, to launch this fall, described as a platform in which buyers and brands can connect through imagery and media, and not just brands showing at the trade show. Instead, it will be open to any brand in the watch and jewelry sector.
“Everyone will meet on our platform,” said Loris-Melikoff. “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."
He emphasized that the new Baselworld, both digital and in-person, will focus on listening to exhibitors and taking their feedback into account, something it has been accused of not doing in the past.
According to Loris-Melikoff, booth prices will be lower, as will the cost of eating and staying in Basel.
He touted Baselworld’s digital platform as the most economical option at less than 5,000 CHF (about $5,439) for a year. Booth prices start as low as 20,000 CHF (about $21,756) for the full run of the show.
For emerging brands, there will be an incubator with smaller booths that are even less expensive.
Loris-Melikoff also hinted at future events in Asia and the United States, as well as a small presence in Geneva concurrent with Baselworld and the Geneva watch shows.
Editors' Picks
Sponsored by
More on Events & Awards
The Latest
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
Weekly QuizMay 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
MajorsMay 07, 2026
Gannon & Scott Names New Regional Account ExecutiveIn his new role, sales specialist Billy Welshoff will focus on the eastern United States.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
WatchesMay 07, 2026
Chrono24 Names New CEOJosé Gaztelu has been promoted to the role, which has been vacant since last year.
SourcingMay 06, 2026
Canada’s Oldest Diamond Mine Faces Uncertain FutureThe owner of the Ekati mine, which opened in 1998, has filed for insolvency protection amid the significant decline in diamond prices.
FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsThe company announced the change alongside its Q1 results, which showed that the jewelry brand’s year is off to a shaky start.
MajorsMay 06, 2026
Saks Global Begins Layoffs, Reorganization Plans Closer to ApprovalThe retailer will cut 16 percent of its corporate workforce as part of its plan to exit bankruptcy.
AuctionsMay 06, 2026
Steve McQueen’s Heuer Monaco Watch Heads to Sotheby'sOf the many examples used in the filming of “Le Mans,” this one is believed to have spent the most time on Steve McQueen’s wrist.
EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
SourcingMay 05, 2026
Doug Hucker Returns to His RootsFollowing decades of association leadership, the “semi-retired” colored gemstone expert is turning his focus to gemstone education.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
CollectionsMay 04, 2026
Melanie Georgacopoulos Turns Pearls Into Light for ‘Eclipse’ CollectionThe “Eclipse” jewelry collection captures the fleeting moment where light and shadow align though onyx, diamonds, and freshwater pearls.
ColumnistsMay 04, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
CrimeMay 04, 2026
Pawn Shop Manager Shot, Killed in FloridaLazaro Rodriguez Vega was murdered inside Cash Out Gold and Silver in Fort Pierce. A 20-year-old man has been charged in the case.
IndependentsMay 04, 2026
Zadok Jewelers, Austin Parks Foundation Support Wildflower PreservationA portion of every engagement ring sold in its Austin showroom will support the care and preservation of Austin’s wildflowers and green spaces.
TechnologyMay 01, 2026
Gemist, Saban Onyx Partner on Retailer-Focused Customization OfferingTheir partnership combines Gemist’s customization technology with Saban Onyx’s U.S.-based manufacturing capabilities.
SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
