Concept
New, surprising, unique
Oysters & Pearls is the New Luxury Experience that combines the love for fine jewelry and exclusive watches with the world of gourmet food.
Hosted by the delicatessen Dallmayr, with its unique expertise in gourmet food, the 2-star restaurant Alois, and its excellent location near Maximilianstraße, this iconic traditional establishment attracts over 4,000 guests daily. Participating brands gain access to a luxury-oriented and financially strong target group.
Around 25 selected premium and luxury brands with the highest standards present their exclusive products to Very Important Customers (VICs), VIPs, media representatives, influencers, and the public over the course of this three-day event. Participating brands have the opportunity to sell these products directly or through a local jeweler.
Oysters & Pearls achieves excellent reach into relevant target groups through an intensive media partnership with MADAME magazine and comprehensive supporting PR and marketing activities.
For all participants, this results in a mutual image transfer that conveys shared values of tradition, highest quality, craftsmanship, elegance, modernity, and stylistic confidence.
Audience
Stylish, modern & chic
- Customers of Dallmayr between the ages of 35 to 55 years old, drawn to luxury and possessing significant purchasing power, engaged through extensive marketing and PR efforts and a media partnership with MADAME magazine
- Customers from Dallmayr's exclusive distribution list and the high-end patrons of the iconic delicatessen in Munich's prime location
- VIP customers invited from the participating brands
Date & Schedule
Three days of fascination with jewelry and watches, culinary delights, and the best atmosphere
14 – 16 November 2025
Oysters & Pearls follows Dallmayr's opening hours:
Saturday, 15.11. (9:30 am – 7:00 pm)
Second sales day of Oysters & Pearls for consumers and invited guests. Starting at 7 PM, the Secret Brand Night occurs.
Sunday, 16.11. (9:30 am – 7:00 pm) VIP
The VIP and Media Day. Jewelry, watches, and gourmet food merge into one experience. Throughout the day, Dallmayr surprises and delights invited guests with the most exclusive gourmet creations. Starting at 7 PM, the Closing Party takes place.
The Host
A world-famous institution for the finest gourmet food
The Munich delicatessen Dallmayr, founded around 1700, is internationally renowned for its exquisite selection of delicacies and top-class foods, embodying the high art of hospitality.
Located in the heart of Bavaria's capital, just a few meters from the famous Maximilianstraße, Dallmayr represents both tradition and innovation. With its magnificent facade, elegant interior, top-level restaurants, and a unique quality promise, this iconic establishment attracts visitors from around the world.
The brand appearances of Oysters & Pearls participants take place at selected spots within the main building, ensuring a seamless fusion of the worlds of jewelry, watches, and gourmet food.
Around 20 selected brands are presented as Premium Partners on the upper floor, while three chosen establishments showcase as Exclusive Partners on the ground floor or in the gallery. Brands on the upper floor have access to a showcase on the ground floor. Additionally, Dallmayr's 10 display windows can be booked as exhibition space.
The Dallmayr flagship store is visited by over 4,000 guests daily.
Media Activation
Unique visibility for exhibiting brands
Oysters & Pearls offers media value that extends far beyond the event itself. A wide range marketing and PR activities, in close cooperation with MADAME, generate an advertising equivalent value of €20,000 for Premium Partners and €40,000 for Exclusive Partners.
Participating brands have the opportunity to customize and expand their activations in collaboration with the partner agency ADVISORY BOARD.
Media Support by the Agency ADVISORY BOARD
The PR and marketing agency, specialized in jewelry, watches, and fashion, activates relevant jewelry and watch trade press, as well as lifestyle and society media, with press releases, an Oysters & Pearls lunch, and media invitation management for the launch event.
Social Media Activation through the Oysters & Pearls Network
On the official social media channels of Oysters & Pearls (@oystersandpearlsexperience), targeted social media advertising will take place involving all participating partners before and during the event, with Instagram posts, stories, and reels.
Participation
Your Brand Presence at Oysters & Pearls
Exclusive Partner Ground Floor or Gallery
- Presentation
A generous brand experience space of approximately 20 square meters on the ground floor (in the Bar & Grill area, spirits section, wine cellar, or gift gallery) for a highly impactful brand presence. The package includes 8 premium display cases and a customizable stand, complete with setup, furniture, and state-of-the-art lighting.
- VIP Tickets
The package includes 30 all-inclusive tickets for client distribution. These tickets offer top-tier dining with a unique selection of gourmet food and beverages during the exclusive Oysters & Pearls event on Sunday.
- PR & Media Activation
The media partnership with Madame/Monsieur, extensive PR outreach, social media activation, and foot traffic will generate a total reach of approximately 700,000 contacts.
Exclusive partners receive a value of €63,400, which includes exhibition space and infrastructure, VIP tickets, and media reach, for a price of €17,500.
Premium Partner Upper Floor
- Presentation
A 6-square-meter exhibition space in the “Café & Bistro” area on the upper floor, offering an impressive brand presence. The package also includes 3 high-quality display cases on the ground floor to enhance visibility, along with a customizable stand, complete with setup, furniture, and state-of-the-art lighting.
- VIP Tickets
The package includes 20 all-inclusive tickets for client distribution. These tickets provide top-tier dining with a unique selection of gourmet food and beverages during the exclusive Oysters & Pearls event on Sunday.
- PR & Media Activation
The media partnership with Madame/Monsieur, extensive PR outreach, social media activation, and foot traffic will generate a total reach of approximately 260,000 contacts.
Premium partners receive a value of €33,100, which includes exhibition space and infrastructure, VIP tickets, and media reach, for a price of €19,500.
Concessionaire
If necessary, the Oysters & Pearls team will assist in coordination and co-financing with a local concessionaire of your choice.
Special Advertising Formats
Upon request, additional branding opportunities are available: The 10 high-reach display windows of Dallmayr can be booked. Additionally, logos can be individually placed on outdoor areas, tickets, merchandise items (such as paper bags), and digital banner advertisements can be placed on the Oysters & Pearls website.
Contact
The Organizer
Christoph Keilmann
The initiator of Oysters & Pearls leads the family business Munich Show in its second generation, which has been organizing Europe's most important fair for minerals, gemstones, and jewelry annually at the Munich exhibition halls for 60 years. He organizes other special interest formats like the jewelry fair Hardrock Summit in Denver, the sensational dinosaur show "Big 8" in Hong Kong, and the art exhibition "Aliens & Asteroids" in Macau and Abu Dhabi.
Your Contacts
For Sales
Christian Keller
For Communication
Marco Rechenberg
marco.rechenberg@advisoryboard-agency.com
For Processing and Organization
Christoph Keilmann
© OystersandPearls 2023
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