Hong Kong Pavilion relocates to BASEL Show's Zurich extension

When BASEL, the world's largest watch and jewellery show, extends to Zurich next year, more than 300 Hong Kong jewellery, watch and clock manufacturers will be there.

Latest Hong Kong designs will be presented at the Hong Kong Pavilion in the show's new Zurich extension. Hong Kong Trade Development Council (TDC), a statutory trade promotion body that organises the pavilion, is in full swing to market the event and recruit quality buyers from around the world.

BASEL, the World Watch and Jewellery Show, will to be staged concurrently at two locations, in Basel and Zurich, from April 3 — 10, 2003. The Basel venue will feature branded jewellery and watches, while Zurich will house about 15 country pavilions, including France, Italy, Switzerland, Spain and Russia.

TDC's Director of Product Promotion, Owen Chi, confirmed that around 320 applications had been received. In BASEL 2002, Hong Kong Pavilion was composed of 314 exhibitors.

“The number of applications is encouraging,” Mr Chi said. “After a series of discussions with TDC, the show organiser has promised to provide convenient transportation and step up their marketing efforts. Potential exhibitors have expressed confidence in the debut of the Hall of Universe at the Zunch venue by signing up for the event. Many of them are asking for double or even triple sized booths.”

Mr Chi added that 13 Hong Kong companies had also applied to be in the brand name exhibition halls at the Basel fairground. “We are confident that some companies who satisfy the BASEL Show organiser's criteria on brand names will be able to exhibit in Basel. TDC will render these companies support in areas of individual booth design and construction, and will also promote Hong Kong's brand names via our thorough marketing programme.”

The BASEL Show authority pledged that frequent and regular shuttle bus services to-and-from the Basel and Zurich fairgrounds would be offered during the event. “Besides gaining a substantial discount on space rental, TDC has negotiated with the BASEL Show organiser for the best location for the Hong Kong Pavilion,” Mr Chi said. “TDC will also co-operate with the show organisers in areas of publicity and buyer recruitment for the Zurich fair.”

Universal Jewellery Design Centre Limited, which has participated in the BASEL Show since 1987, has applied to exhibit at both Basel and Zurich halls. Mr Danny Kwan, Universal's Executive Director, said BASEL show is one of the best trading platforms to launch products and meet new clients. “It is like sowing seeds. Though the contracts signed onsite only account for one-tenth of our annual income, many new clients will gradually become our long-term partners.”

Mr Bob Chong, Managing Director of Chung Nam Watch Co. Ltd., said, "The
BASEL Show plays an indispensable role in the watch and jewellery market.
Owing to the relocation of all national pavilions to Zurich, it is important that
TDC strengthens its publicity plan."

With Hong Kong manufacturers' enthusiastic support for the Hong Kong
Pavilion, TDC will arrange a massive publicity programme for the Zurich event.
The tentative plan is as follows:


 Inform buyers worldwide about the relocation of the Hong Kong Pavilion
through electronic direct mails

 Based on TDC's databank and worldwide network, identify quality
international buyers. Invite them with incentives such as hotel sponsorship.

 Organise press conferences overseas and launch large-scale advertising
campaigns in major international trade fairs and magazines.

 Set up a showcase display of Hong Kong jewellery and timepieces to
attract buyers to visit the Hong Kong Pavilion in Zurich.

 Arrange buyers' receptions and stage fashion shows in the Hong Kong
Pavilion throughout the fair period.

Ranked after Italy, Hong Kong is the second largest jewellery exporter in the world. It is also the world's second largest watch exporter, just behind Switzerland. In the first half of 2002, the total exports of Hong Kong jewellery and timepieces amounted to US$ 808 million and US$2,158 million respectively.

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Source: HKTDC media release
October 2002