Precious is an annual watch and jewellery industry trade fair that brings together producers, designers, distributors and purchasers from the Nordic countries for three days at Stockholmsmässan, Stockholm International Fairs and Congress Centre.

The theme we chose for the 2014 fair was “Desire" – with the subtitle, “Desire Creates Drama”. Building on the new Precious brand identity, we communicated the theme at all touchpoints – online, in the catalogue, in signage, at food areas at the fair centre, as well as in promotional material and advertising campaigns.

The 2014 fair confirmed once again that Precious continued to move in the right direction – with an increased number of international exhibitors and visitors. The Precious brand position as the industry’s leading trade fair was further strengthened.