Vicenzaoro September 2026: innovations, trends, and data in the gold jewellery sector and global market

A wealth of reports, initiatives, awards, and case studies were presented at Vicenzaoro September 2026, the event organised by IEG- Italian Exhibition Group. The fair welcomed 1,300 exhibiting brands from 40 countries, with foreign exhibitors accounting for 45%, and 910 buyers from 73 nations- up 33% on the September 2025 edition- hosted in collaboration with MAECI and the ICE Agency.

Federpreziosi: in 2025, foreign tourists made purchases totalling 910 million euros at Italian jewellery shops

Jewellery shops serve as ambassadors of ‘Made in Italy’ around the world. In 2025, sales of jewellery and precious items to foreign tourists reached an estimated 910 million euros: approximately 13% of jewellery shops’ annual revenue and 11% of the 8.6 billion euros spent overall by international visitors on purchases in Italy. These findings were presented in the survey ‘Made in Italy- jewellery and precious items around the world: the contribution of Italian jewellers,’ conducted by Federpreziosi Confcommercio in collaboration with Format Research.

Seventy-five per cent of Italian jewellers count foreign tourists among their customers, and almost one in five shops generates at least 10% of its sales from them. Demand is driven by craftsmanship, quality, and the product’s Italian origin, while gold jewellery is the most sought-after category. Responses from tourists reveal that for almost 48%, the purchase of a piece of jewellery was already planned prior to their trip to Italy, and 84.8% of foreign buyers say they would purchase ‘Made in Italy’ jewellery again. The Observatory also highlights a sector in a consolidation phase: in 2026, 11,705 jewellery shops operate in Italy, employing over 30,300 people and generating an estimated turnover close to 7 billion euros.

VO Vintage draws to a close: events include the ‘Watch of the Year’ award

It is the final day of VO Vintage at the fair, the event dedicated to fine vintage watches and jewellery, a key rendezvous for collectors and enthusiasts in the sector. Among the highlights of this edition was the ‘Watch of the Year’ awards ceremony, held for the second time in the event’s history; the accolade is voted for by readers of L’Orologio magazine, edited by Dody Giussani. Thirty-six models were shortlisted, competing across 12 categories.

In the ‘Solotempo’ category, the winner was the Vacheron Constantin Overseas Ultra-Thin Automatic, while the ‘Chronograph’ award went to the Omega Speedmaster Moonwatch ‘Reverse Panda.’ Among the diving watches, the Grand Seiko Spring Drive U.F.A. Ushio 300 Diver came out on top, while the Tourbillon award was presented to the A. Lange & Söhne Cabaret Tourbillon Honeygold. The Patek Philippe Celestial 6105-001G won the Complicated Watch category, the Jaeger-LeCoultre Master Control Chronometre Perpetual Calendar took the Calendars category, and the Rado Integral 40th Anniversary won the Design award.

The Breguet Experimentale 1 was chosen for the Innovation award, while the Tiffany Timer won in the Revelation category and the Myst de Cartier in the Jewellery Watch category. Rounding off the awards were the Oris Star Edition for Best Value for Money and the Parmigiani Fleurier Tonda PF Chronograph Mysterieux, which received the L’Orologio Club Special Prize.

AI is transforming jewellery marketing

Artificial intelligence is playing an ever greater role in purchasing decisions. A case study presented at Vicenzaoro during the Confindustria Federorafi seminar ‘Being there, digitally. Jewellery between algorithms and people. Digital marketing trends for jewellery: data, channels, and operational guidelines’ highlights the growing role of AI along the path to purchase.

The study shows that users arriving at a brand’s website via ChatGPT have a conversion rate of 15.9%, while traffic from organic Google searches converts at 1.76%. This is a signal- rather than a generalisable statistic- of the extent to which AI is becoming a new intermediary between businesses and customers.

Meanwhile, consumers’ demand for authenticity is growing: real faces, craftsmanship, and a direct relationship with the shop are gaining importance. And with the AI Act come new transparency requirements. The challenge for the jewellery sector is to be found by algorithms without losing its connection with people.

The new narrative for Akoya pearls begins at Vicenzaoro

The new narrative for Akoya pearls began at Vicenzaoro. The Japan Pearl Exporters’ Association chose IEG’s international trade fair to reintroduce Akoya pearls to the US and European markets- especially among younger generations. The bond between Japan and Italy has endured for over a hundred years: diplomacy and trade, of course, but even more importantly culture and technology, as emphasised by Koji Yagi, Consul General of Japan in Milan, at the opening of the event organised by Preziosa Magazine. Consequently, the new narrative surrounding Akoya pearls has a distinctly Italian flavour, taking shape in the book “The Future of Akoya Pearl,” edited by Paola De Luca, co-founder of Trendvision Jewellery + Forecasting.

Akoya is a perfect example of sustainability, and is even more precious today. Rising sea temperatures are putting oysters under pressure and reducing production, which is already markedly lower than it was 20 years ago. This structural limitation on supply, combined with strong Chinese demand and interest from European brands, is reinforcing Akoya’s positioning in the high-end and luxury segments, as George Kakuda, president of the JPEA, noted in an interview with Federica Frosini, editor-in-chief of VO+. The marketing and creative potential of this extraordinary organic material were the aspects explored by Alfonso Vitiello of D’Elia Company and designer Alessio Boschi during the event.

Minister Tommaso Foti at Vicenzaoro praises the fair’s new centrepiece

Tommaso Foti, Minister for European Affairs, the National Recovery and Resilience Plan (PNRR) and Cohesion Policies, visited the fair and praised the exhibition centre’s new pavilion. “It is a duty to be here, because the event effectively showcases the quality of ‘Made in Italy’ across the globe. The Vicenzaoro brand is, in fact, capable of attracting interest from all markets that value an economy that brings together values and innovation,” said the Minister.

Vicenzaoro’s senior management then accompanied Minister Foti on a tour of the new Hall 2, inaugurated a few days ago. “I’d say it’s truly spectacular; it adds further quality to a modern and welcoming exhibition area. The decision to optimise the expo over two levels was an excellent one and, together with the beauty of what is on display, conveys the idea of quality across the board.”

With its 23,000 square metres over two levels, served by four escalators and new facilities for exhibitors and visitors, a restaurant and three bars, Hall 2 has now become the new centrepiece of the entire complex. Delivered precisely on schedule, the building directly connects Halls 1, 3, 4, and 6, optimising exhibition routes and enhancing the visitor experience. The new hall hosts the communities dedicated to Italian and international goldsmithing (Creation) and to packaging and furnishings (Expression and Elements). Thanks to the new structure, T.Gold has now moved into the exhibition centre (Hall 4), finding a home under the same roof as Vicenzaoro for the first time. In previous editions, it was housed in Hall 9, outside the exhibition perimeter. Particular attention has been paid to sustainability, thanks to a 2 MW photovoltaic system capable of contributing to the complex’s energy self-sufficiency.