Key points
- The talks took place on August 11, 2025, in the Swiss Confederation, where Suchart was joined by senior Ministry of Commerce executives including Pornwit Sila-on, Deputy Director-General of the Department of International Trade Promotion (DITP), and Jiranan Hiranyasamrit, Director of the Office of International Trade Promotion in Frankfurt.
- In a major move to strengthen Thailand’s gem and jewelry exports, Deputy Commerce Minister Suchart Chomklin recently led a delegation to Switzerland to court luxury jewelry powerhouse Gübelin.
- Founded in 1854, Gübelin is a Swiss family-owned icon known as the “House of Gübelin,” spanning luxury jewelry, fine watches, and the renowned Gübelin Gem Lab, which maintains testing centers worldwide including in Bangkok.
Bangkok Gems News: High Profile Talks in Switzerland
In a major move to strengthen Thailand’s gem and jewelry exports, Deputy Commerce Minister Suchart Chomklin recently led a delegation to Switzerland to court luxury jewelry powerhouse Gübelin. The talks took place on August 11, 2025, in the Swiss Confederation, where Suchart was joined by senior Ministry of Commerce executives including Pornwit Sila-on, Deputy Director-General of the Department of International Trade Promotion (DITP), and Jiranan Hiranyasamrit, Director of the Office of International Trade Promotion in Frankfurt. This Bangkok Gems News report highlights how Thailand is positioning itself as a leading global supplier of polished gemstones and finished jewelry.
The Thailand delegation team from the Ministry of Commerce in Switzerland for talks with Gübelin.
Image Credit: Ministry of Commerce, Thailand
Gübelin’s Legacy and Interest in Thai Gems
The delegation engaged in in-depth discussions with Ms. Bettina Börner, Senior Director Jewellery Product Development & Production, and Mr. Clément Mercier, Boutique Manager of Gübelin. Founded in 1854, Gübelin is a Swiss family-owned icon known as the “House of Gübelin,” spanning luxury jewelry, fine watches, and the renowned Gübelin Gem Lab, which maintains testing centers worldwide including in Bangkok. Suchart emphasized Thailand’s competitive edge in producing world-class colored gemstones and raw stones, encouraging the brand to source directly from Thai suppliers.
Showcasing Thai Excellence at Global Fairs
During the meetings, Suchart extended invitations for Gübelin to attend two major trade events in Thailand: the Bangkok Gems & Jewelry Fair (September 9–13, 2025) and the Chanthaburi International Gems and Jewelry Festival (December 5–10, 2025). These events will provide a platform for direct engagement with Thai manufacturers and exporters. Gübelin responded positively, signaling interest in exploring new supplier networks from Thailand.
The Swiss brand even showcased luxury necklaces set with Thai gemstones, underscoring that the quality of Thai stones already enjoys wide global acceptance.
Expanding Opportunities for Thai Jewelry
The Ministry of Commerce sees this engagement as a stepping stone to broader collaborations, not only with Gübelin but also with other retail giants in Europe such as Migros. By securing agreements with elite European brands, Thailand aims to elevate its gem and jewelry sector’s reputation, ensuring that Thai craftsmanship finds a stronger foothold in luxury markets.
Future Impact on Thailand’s Jewelry Industry
This development signals an important shift in Thailand’s gem and jewelry strategy. By aligning with a luxury giant like Gübelin, Thailand stands to boost its export revenue, create new opportunities for local artisans, and enhance its global image as a trusted source of quality gemstones and jewelry. If successful, such alliances could pave the way for a long-term increase in international trade partnerships, strengthen industry resilience, and secure Thailand’s role in the global luxury jewelry supply chain.
For the latest on Thailand’s initiatives to promoted the local gems and jewelry industry, keep on logging to Bangkok Gems News.
