German trade exhibition Ambiente is planning to develop a new area dedicated to watches in 2013 in a move that Thomas Kastl of organiser Messe Frankfrust described as “a new step” for the show.
The trade show is still in discussions with the watch brands and as such will not name them, but Kastl revealed that a dedicated area will be set up for six watch companies.
Kastl said that the brands will be fashion brands offering timepieces at lower RRPs rather than high-end names.
He said: “Watches are very well placed in Basel and Munich [BaselWorld and Inhorgenta]. We are more about watches from the distribution channels, watches that are more personal accessories, not high-end luxury watches.”
While he declined to name the companies, Kastl said that they are not companies that would have exhibited at BaselWorld or Inghorgenta and they were companies that would not focus solely, if at all, on jewellers as a retail channel but brands that would be sold through gift shops or lifestyle stores.
Kastl expects to announce the names of the watch companies taking part in a month’s time.
Ambiente will take place in Frankfurt from February 15 to 19.