The jewelry and watches show INHORGENTA MUNICH is repositioning for its 40th jubilee on 22 - 25 February 2013 – as trade show for ‘Jewelry, Timepieces, Lifestyle.’ With a clear positioning and a new claim, the show enhances its profile as the internationally noted marketplace for jewelry, timepiece and lifestyle brands in the area of ‘mid- to high-price luxury’.
 
The new approach is being implemented in a variety of ways. The clear segmentation of the product range and exhibition halls which was initiated in the previous year is being continued; the trade show itself will be emotionalised through content, events and design measures; and the areas of lifestyle and trends will be focused on more closely at the show. As Klaus Dittrich, Chairman & CEO of Messe München GmbH, explains: “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. We would like to position INHORGENTA MUNICH in the long term as a platform for trends in the mid- to high-price segment.” The new concept was presented to the press for the first time during the autumn press conference.
In emotionalising the exhibition segments, the layout of Hall C2 – Contemporary Design – is being reconfigured. With the new configuration, INHORGENTA MUNICH is strengthening this important design area and emphasizing its unique characteristics. With the new interior, attractive esthetics and a clear division of space, INHORGENTA MUNICH offers its ‘C2’ exhibitors the perfect platform for business.

To do justice to the growth in the lifestyle market, INHORGENTA MUNICH will integrate more strongly the lifestyle- and fashion-oriented jewelry and timepiece brands as well as accessories. Every year, well over 60 licensees of fashion brands present their collections at this Munich trade show. And the segment is growing. There are now a considerable number of jewelry and timepiece brands which themselves have become established as fashion brands. As Renate Wittgenstein, Product Manager responsible for INHORGENTA MUNICH, emphasizes: “It’s conceivable that these brands too will have their own area in future. After all, our objective is for INHORGENTA MUNICH to portray the emotionality of Jewelry, Timepieces and Lifestyle in all facets.”

The repositioning and overall appearance of INHORGENTA MUNICH in the year 2013 will be rounded off by a high-quality brand presence. In particular, this concerns the image presentation around the new key visual as well as the image film specially produced for this purpose. Planned to start at the end of October is an innovative marketing campaign based predominantly on moving images which will communicate this repositioning.