Munich’s massive Inhorgenta jewellery and watch fair may have been postponed until 2022, but the city will play host to a new event this autumn designed to bring luxury brands together with trade executives, press and consumers.
AEON will take place from October 20 to 24 and is based on what the organiser calls a Fair plus One concept for an event in three venues over five days and nights.
It begins with an exclusive pop-up event for manufacturers, jewellers, buyers, journalists, influencers and VIPs on Munich’s famous Praterinsel, an island in the middle of the Isar river.
This will be followed by a three-day premium trade fair at the Munich exhibition center.
“We are combining the best of both worlds: the exclusivity and media reach of a luxurious downtown event and the business-promoting efficiency of an established trade fair structure,” says Christoph Keilmann, AEON’s creative director.
No participating brands have yet been revealed, but the show is hoping to present watches and jewellery from around 40 brands.