Jewellery & Watch Birmingham has reversed a decision to shorten the show to four days and will now run for the usual five from February 4-8 in 2018.
International Jewellery London (IJL) was trimmed to three days in 2015. Even Baselworld, the biggest watch and jewellery show in the world, has had its running time cut by two days for the 2018 event as exhibitors question their return on investment per day from longer exhibitions.
Jewellery & Watch appeared to be following the trend when it was announced after this year’s show that organisers had listened to visitors and exhibitors who wanted the show to be shortened.
The organiser, Ascential, reported that 100% of buyers said that a four day show would not impact their visit and a tighter schedule would give them more focus.
Ascential has not responded to a request for comment, but the reversal is likely to be down to simple economics and logistics for the organiser. Spring Fair — also run by Ascential — occupies 19 out of 20 halls for the same five days in February so breaking down Jewellery & Watch while Spring Fair is still running would be an added complication.