A new name and corporate identity has been adopted by the international watch and jewelry trade show in Basel, Switzerland. ‘BASELWORLD – The Watch and Jewelry Show’ will be first used with the Basel 2003 trade fair (Apr. 3 – 10).

The new identity is designed to “confirm [the Basel show’s] position as the world’s leading event of its kind in the luxury goods sector,” said the show management in a Feb. 10 announcement.

The new corporate identity caps a three-year plan, launched in 2000, to revitalize the interantional show with a number of initiatives and changes, including total reorganization of its exhibition halls, more emphasis on luxury goods and addition of more prestigious brands as exhibitors, new visitors’ services (such as a fully interactive visitor information system), and the new ‘One Show – Two Locations’ concept, which expands the show to Zurich. National pavilions with some 800 exhibitors will be in Zurich. Branded watch and jewelry products, and related industry services and products will be in Basel.

Some 2,200 exhibitors, almost 80,000 visitors and 2,000 members of the international media, are expected in Basel and Zurich for Basel 2003.

JCK