IAR Summer began as a response to the pandemic, offering a way to showcase watches to local enthusiasts. It has since become a key platform for independent brands looking to connect with Mexico’s vibrant watch community,” says Carlos Alonso, CEO of SIAR. “This year we welcome more brands than ever before, a clear sign of the momentum behind indie watchmaking and Mexico’s growing influence in the global watch industry.”

“Mexico is now widely recognized as a vital market for expanding brand presence or introducing new names, especially following strong results in 2023 and 2024,” Alonso adds. “SIAR Summer reflects the maturity of a market that has weathered global economic uncertainty, thanks to the strength of Mexico’s economy and the fact that most demand comes from local collectors. Fine watch collecting is not a short-term trend.”

SIAR Summer is organized by the Salón Internacional Alta Relojería (SIAR) LATAM, one of the most prestigious events in the luxury and watchmaking world in Mexico and Latin America. Its 19th edition will take place in October 2025.

The brands participating in SIAR Summer 2025 are: Angelus, Arnold & Son, Artime, Bell & Ross, Buben & Zorweg, Cuervo y Sobrinos, Cvstos, De Bethune, Franck Muller, Gerald Charles, Grand Seiko, Greubel Forsey, H. Moser & Cie., Hautlence, HYT, Jaquet Droz, Kross Studio, L’Epée 1839, Lederer, Louis Erard, Louis Moinet, Manufacture Royale, Maurice Lacroix, Mauron Musy, MB&F, Nivada Grenchen, Norqain, Perrelet, Raymond Weil, Ressence, and Speake-Marin.

Taking place just two months after Watches & Wonders — the industry’s leading global event — SIAR Summer offers the opportunity to showcase some of the freshest novelties of the season, many of which are only just arriving on the market. Several brands even choose SIAR Summer as the first platform to unveil their latest creations to the Mexican public and press.

The event features a wide variety of offerings designed to appeal to a primarily young audience, drawn to the eclectic and distinctive character of indie watchmaking. Guests will be able to explore everything from microbrand creations by Louis Erard or Nivada Grenchen, to respected mid-range names like Maurice Lacroix, Norqain, or Raymond Weil, and all the way to top-tier icons such as Franck Muller, MB&F, De Bethune, Greubel Forsey, and H. Moser & Cie.

Newcomers to this edition include:

• Ressence, one of the most sought-after brands among Mexican collectors, now making its official debut in the country.
• Lederer, founded by acclaimed Swiss watchmaker Bernhard Lederer, a Grand Prix d’Horlogerie de Genève laureate, presenting his ultra-limited creations for purists for the first time in Latin America.
• Mauron Musy, known for its distinctive external complications.
• Raymond Weil, whose Millesime collection has become a true collector’s favorite.
• Nivada Grenchen, a revived Swiss microbrand gaining popularity among vintage-inspired watch lovers thanks to its faithful reissues of historical models.

A major highlight of SIAR Summer 2025 is the participation of the Horological Society of New York, the oldest watchmaking organization in the United States. Founded in 1866, it is internationally respected for its educational mission, scholarship programs, and hands-on watchmaking classes. Its presence signals a clear effort to strengthen ties with the Mexican watch community.

Range Rover will also participate as the event’s official automotive partner — a brand that perfectly embodies SIAR Summer’s values of independence, boldness, craftsmanship, and quality. In addition to discovering new releases, classics, and brand surprises, guests will enjoy top-tier mixology experiences by Johnnie Walker Blue Label and Don Julio 1942 on the Four Seasons’ terraces — an ideal setting for relaxing, connecting, and sharing a passion for fine watchmaking in a laid-back yet sophisticated atmosphere. The event also features a partnership with Solito, bringing a touch of refined sartorial elegance to SIAR Summer.