(23 Mar 2018) LEADIN:
Switzerland's Baselworld is famous for high-end gems and glittering jewellery.
But the trade fair is smaller this year, as many watch and jewellery makers cut costs after a few years of fluctuating sales.
STORYLINE:
2010's Miss Switzerland, Kerstin Cook, and a Coca-Cola bottle.
Well actually, it's the former Miss Switzerland and a diamond-encrusted clutch bag designed to look like a Coca-Cola bottle.
The bag has 9,888 diamond pieces, totalling 120 carats and is made by Hong-Kong based jewellery maker Aaron Shum's brand Coronet.
"So, this little handbag, you can open it. And then you can put on the shoulder. It can be as a clutch bag. And then it has 9,888 pieces of diamonds, 120 carats," says Shum.
The company claims the bag is set to be certified by the Guinness Book of Records as the handbag with the most amount of diamonds in the world.
It might be a perfect gift for someone with a love for Coca-Cola and diamonds.
But the $300,000 USD price tag might put it out of reach for most people.
It does though come with a "bubble effect" from the diamonds in the special material just under the bottle cap.
"From the bubble, this is special material that you make bulletproof glass. So, it looks like bubbles coming up, these are real diamonds. Isn't it fun?" says Shum.
The diamond-laden bag is being shown at the Baselworld watch and jewellery trade fair in the Swiss city of Basel.
The trade fair has been running since 1917, and is considered one of the most important watch and jewellery fairs in the world.
The booth of London-based Graff Diamonds shows jewellery that's more in line with the traditions of the fair.
The emerald and diamond collection and the Carissa collection, made from diamonds, platinum and white gold, are highlights at the booth.
But it's best not to ask for the price, they range from hundreds of thousands to millions of dollars.
Italian jewellery maker Leo Pizzo is also showing his latest creations.
The trend this year for Pizzo is lighter necklaces and earrings, achieving a more airy, casual look.
They are also less expensive than the pieces densely packed with diamonds, something that's a reaction to movements in the market during the last few years, according to Pizzo.
"In the field of jewellery, over the last few years there has been a slowdown in sales," says Pizzo.
"Mainly for high-priced jewellery, quality jewellery. But the mid-range jewellery is still selling quite well and is therefore the focus of productions. This is what we focus on as well at the moment."
According to analysis firm Bain, the global jewellery market declined in 2015, rebounded somewhat in 2016 and had a stable 2017.
That instability in the jewellery and watch market can also be felt at Baselworld, where many smaller companies have decided not to attend.
"It's quite a big concern," says Paul O'Neil, editor-in-chief of Worldtempus.
"You don't really see it here in this hall, everything looks pretty much as it was. You know, you have all the big names, as you can see from around me. But above and beyond that in the other halls, some of the halls are completely closed.
"Everybody really is waiting to see what the organisers are going to do. I think next year is going to be a very big year. A lot of five-year contracts are coming up. And that will be the point where we will see how the fair is going to go forward."
The reason is cost, according to O'Neil. A booth space plus staffing can run to millions of dollars.
"Brands today are suffering from the same problem as Baselworld is," he says.
Baselworld runs till 27 March.
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