11 September 2002
Hong Kong Pavilion relocates to BASEL Show's Zurich extension
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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.
Rene Kamm, General Manager of MCH Basel Exhibition Limited (Global Exhibition)
said the "One Show, Two Locations" concept aims for a clearer segmentation of
exhibitors, which in turn will pull in more focus and quality buyers. Under the
new arrangement, the Hong Kong Pavilion will continue to be the largest pavilion
in Zurich, taking up over 6,000 square meters - an increase of more than 20 per
cent compared with 2002.
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 Zurich 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.
For details of BASEL 2003, please contact PR-Coordinator Herbert Siegert at 41-58-206-22-64
or visit its official website at www.baselshow.com
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For media enquiries, please contact Beatrice Lam of TDC's
Corporate Communication & Marketing Department at 2584 4049.
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