The Munich-based jewellery and watch show Inhorgenta is set to push a new concept for its 2013 show, segmenting its offer to make the show easier to navigate.
Inhorgenta will now promote itself as the show for “Jewelry, Timepieces, Lifestyle”, with a repositioning that it hopes will enhance its profile as an international show for mid- to high-end luxury goods. It takes place each February at the Messe Munich.
The new positioning will include clearer segmentation of the product range and exhibition halls, as well as the “emotionalisation” of the show through its contents, events and design.
Klaus Dittrich, chairman and chief executive of Messe München, the show’s organiser, said: “It is our claim to develop the profile of Inhorgenta Munich permanently as a brand so that it acts as a mirror to the market in future too.”
About 78 watch and clock brands are set to show, including Alpina, Candino, Danish Design, Frederique Constant, Fossil and German brands Junghans and Tutima.
Gc, Guess, Festina, Luminox, Bering and Skagen will also showcase their timepiece collections.
Renate Wittgenstein, product manager responsible at the show said that more than 60 licensees of fashion jewellery and watch brands present their collections each year.
“It’s conceivable that these brands too will have their own area in the future,” he explained.
The brand has also launched a new teaser film to promote its new positioning and has just launched an “innovative marketing campaign based predominantly on moving images”, something it says will communicate this repositioning.