During just one week in May 70 000 square meters of the city of Basel took in all treasures of world jewellry art. A traditional World Watch, Clock and Jewellery Show Basel-99 was held in Switzerland. Over 2500 professionals and businessmen from 42 countries as well as 2315 firms officially took part in the Show. More than a half of them (1303) were various jewellry companies; presented were some 578 watch companies and 434 equipment and tool producers. The most represented among countries were Italy (469), Germany (445) and Switzerland (428). Also widely exposed was jewellry art of Japan, Thailand and Hong Kong. About 80 000 jewellry lovers were carefully examining the achievements of modern design from April 29 to May 6.

There is no doubt Basel Show being one of the largest in the world. To be presented in Basel is to belong to the world elite of jewellry producers and salers. One cannot but adore the skills of the Show organizers who have managed to build up such a high reputation for their creation. The visitors' attention was attracted by the luxurious stands of Hall 1 presenting the most famous watch companies: Rolex, Patek Philippe, Omega, Ulysse Nardin. All this was as if to say, 'You are in Switzerland, core of watch industry. You are welcome to observe, admire and buy'. In 1998 Switzerland watch industry set a new record: export sales brought 8422 million Swiss francs (a little over $6 billion). The Asian crisis loss was compensated by the supply growth to the USA and Europe.

The Show provided perfect working conditions: cozy bars and restaurants in the halls, numerous resting areas. Despite the spaciousness of the Show it was easy to find the way around due to the many pointers, attentive assistants were always ready to point out the shortest way to your destination. All information was accumulated at the press center and two service centers. The Show schedule included presentation of various companies, numerous press conferences and workshops. One of the most remarkable events was the display "A Collection of Diamond Collections" dedicated to the coming of the new Millenium that took place on April 30. President of Central Sales Organization De Beers Anthony Oppenheimer said the collection will become a new impact to mass demand and to the advancement of jewellry and watch industry. Some 20 million engagements, 40 million weddings, 69 million birthdays and 880 anniversaries are expected in 2000. Only diamond can symbolize and emotionally bring together past, present and future. Milleniums come and go, diamond stays forever, said Anthony Oppenheimer.

Many representatives of Russian jewellry business could be presented at Basel Show: producers, retailers and craftsmen. Organizing committee of International Jewellry Show "Junwex" and editorial staff of our magazine formed one group. Technical support was provided by a travelling agency from St. Petersburg "S-Continental". From the feedback it became clear that the visit was well organized and beneficial for all participants. This was just the first step. The most important was the yearning of all workshop participants to give all kinds of marketing and information support to Russian jewellry industry. Our desire for the jewellers is to combine their efforts in other, more complicated areas as well, such as in reinforcing legal regulations and expansion at the world markets.

The show can be called a tool that allows visitors and participants to find most efficient ways of accomplishing certain tasks. For our magazine Basel-99 meant appearing on the international scene. Talks were conducted with the representatives of leading companies, first contracts were signed. We have established connections with specialized international magazines such as Basel magazine, Europa Star, Jewellery news Asia, JCK and others. This means a significant extension of our informational abilities. The present account is nothing more than an attempt to describe the fresh impressions. You will be able to find further analysis of the events in the coming issues of our magazine.

Jewellry Review
1999, №5(8), May
Alexey Tsherbina, Chief Editor