he event that sets the trend in the watch industry in Mexico and Latin America, Salón Internacional Alta Relojería (SIAR), celebrates its 16th edition with more than 50 leading brands, featuring some of the most exciting historical maisons and the most avant-garde independent watchmakers. The event will take place from October 18 to 20 at The St. Regis Mexico City. Attendees will discover new releases, global launches, unique designs not commercially available and special editions for Mexican clients.
For Carlos Alonso, CEO for SIAR: “High attendance this year reflects both the strength of SIAR and the Mexican market, we rely on local sales not external factors like tourism. The Salon is a faithful reflection of the watch ecosystem after the pandemic. It features the latest global trends”.
SIAR welcomes back Richemont (Baume & Mercier, IWC, Jaeger-LeCoultre, Montblanc, Panerai, Piaget, Roger Dubuis) and LVMH (Bulgari, Hublot, Zenith) groups. Their brands exhibit the eternal values of watchmaking and at the same time, they adapt to current market transformations to renovate their style and products. They’ll showcase their commercially available collections to end-consumers alongside unique timepieces designed for seasoned and high scale markets.
This year, more than 50% of participating brands are independent watch labels, many of them returning to the Salon. They trust SIAR’s long-term consistency and the reliability of the Mexican market. Independent watchmakers joining the event for the first time are Backes & Strauss and IPF Watches. Among those returning to the Salon are Cuban Cuervo y Sobrinos, and SevenFriday. Grand Seiko makes its much-anticipated debut in Mexico, as the prestigious Japanese firm blends high-end technology with lyrical design. Its arrival is a testament to the fact that the Mexican market has come of age.
“The number of this year’s independent manufacturers is a direct response to the increasing attendance of younger audiences. In last June’s SIAR Summer Experience we saw young audiences realizing watches are very cool, be it new, vintage or pre-owned timepieces, they can be good business. Brands recognize the possibilities and are very excited for having young audiences at the Salon”, said Carlos Alonso.
Alongside established and indie watch brands, this edition of SIAR embraces the trend in customization featuring timepieces specially designed for Mexico. Among those launching special editions inspired by Mexican motifs are Arnold & Son, Bulgari and Jacob & Co. Jumboon concept store reveals Louis Erard’s first limited edition for the Mexican market, a collaboration with Alain Silberstein, renown designer that has developed a unique ludic style combining geometrical patterns and vivid colors. Ahead of this year’s FIFA World Cup, Hublot – official timekeeper of the Mexican National Football Team – launches its new timepiece specially designed for the team as well as a Qatar 2022 special edition.
SIAR devotes a space for vintage watches, with dealers Timeless by Peyrelongue and The Watch Lab. Similarly, this year the Salon launches its first jewellery pop-up featuring four independent jewelers: Damiani, Messika, Roberto Coin, and Vhernier. Their pieces of jewellery match the timepieces showcased at the Salon, and female audience expectations, who value exceptional women’s watches. SIAR brings together CEOs, regional and global executives, celebrities, athletes, and brand ambassadors from across the globe.
“SIAR has a proven expertise. Global trends in fine watchmaking are represented here”, said Carlos Alonso. “The trustworthiness of established maisons, the avalanche of independent watchmakers, customization, vintage watches, and women’s jewelry. Everyone bets on the healthy Mexican market”.
This exclusive invitation-only event will take place from October Tuesday 18 to Thursday 20, from 11 am to 8 pm. Since its foundation in 2007, SIAR has been a key platform for the development of the watch community in Mexico and Latin America. Throughout the years, as the only horlogerie Salon in the region it’s welcomed more than 130 brands, more than 100 CEOs, showcased more than 15,000 timepieces and hosted more than 52,000 attendees. In June 2020 it launched SIAR Summer Experience, a summer pop up mainly showcasing independent watchmakers.