The Basel Mustermesse (muba), which presented the services and offerings of the Swiss industry at various locations throughout Basel, was founded In 1917. The watch and jewellery industry, which was already an important pillar of the Swiss economy at that time, was part of muba: 29 exhibitors from this sector gathered for the first edition of muba, and their numbers increased with each passing year. Beginning in 1931, they were given their own pavilion at muba as the “Swiss Watch Fair”.