For its seventh staging from June 8 to 12 in a large, comfortable marquee near Sloane Square at Burtons Court, St Leonard's Terrace, Chelsea, SW3, it will host more than 80 dealers in 20th century and Contemporary art.
When launched by the then inexperienced young organiser Ralph Ward-Jackson, few would have forecast that it would join the ranks of June staples.
But offering fresh art in a relaxed, airy, modern environment paid off handsomely and both sales and interest blossomed. The fair also attracts hordes of those new, young buyers all the organisers are trying to lure.
The fair has lost a little of its freshness over the years, inevitably when edgy becomes established some of the initial frisson will dissipate. But while many established galleries will play safe there are exhibitors who may raise an eyebrow or two with more adventurous works.
Paintings, sculpture, photography, works on paper and ceramics are the fare and prices range from around £300 to more than £100,000.
Exhibitors come from Chicago, Buenos Aires, Paris and Antwerp, as well as from all over the UK, for the show and this year's eight first-timers include Wilson Stephens, Martin du Louvre, Waterhouse & Dodd and two galleries who scored quite a hit at the Collect fair at the V&A earlier this year, Cosa and Plateaux.
They join an event which for the time being has a winning formula, although with the mushrooming Contemporary events in the capital it is going to have to consider some changes in the near future.
Admission is £10.
