MCH Group is launching a new jewelry and watch exhibition in Basel called Basilia, partnering with a firm that brings a strong network in the Asian market.
The move aims to fill underutilized exhibition space at the Messe Basel venue, which has struggled with low occupancy in recent years.
The operator is banking on the partner's connections to attract international buyers, particularly from Asia, to offset weaker local demand.
The strategy highlights the challenges facing MCH, which has been under the ownership of James Murdoch for more than five years.
CEO Zappia faces pressure to demonstrate a viable path to revitalizing the venue.
The decision to focus on an Asian-centric partner suggests a pivot away from traditional European trade fair models, which have seen declining attendance and relevance in the luxury sector.