he sixth edition of SIAR Summer will once again reveal the hidden side of the best watchmaking from May 26 to 28 at Four Seasons Hotel Mexico City. Forty-three brands will take part, the highest number since its creation in 2021. More than a record, this growth reflects that SIAR Summer is not a watch fair. It is a cultural moment. It also confirms the conviction that Mexico is a strategic market, not just a stop along the way.

Thanks to its genuine and relaxed atmosphere and the constant discovery of brands arriving in Latin America for the first time, SIAR Summer has been key in turning Mexico into one of the countries where the rebellious and creative energy of independent watchmaking is felt most strongly. Here, enthusiasts and collectors experience the feeling of attending the premiere of a cult film as they hold in their hands the novelties fresh from Watches & Wonders and Geneva Watch Week. Brands create environments and tell stories. Watches breathe fresh air outside the showcases. Conversations flow between DJ music, gastronomy, mixology, and wrist shots set on the spectacular terraces of one of the capital’s hotspots.

As in previous editions, SIAR Summer 2026 will feature true manufactures with in-house capabilities, microbrands with huge ambitions, indie houses with heritage, and watchmakers who still sign their work. This year will mark the debut of several brands: Krayon, with its poetic complications created by Rémi Maillat; Doxa, a cult house specializing in diving watches; La Vallée, an atelier that develops exquisite objects of watchmaking art; Maison Alcée, with its original clocks to assemble; Atelier Wen and its fusion of contemporary watchmaking and exceptional Chinese craftsmanship; and Block RG, Bimbu, and Keris, outstanding representatives of a new generation of brands with an alternative vision. The historic maison Breguet will also be present as a special guest.

As if that were not enough, Corum returns, the hedonistic firm behind the Coin Watch, the Admiral’s Cup, and the Golden Bridge, which has always had a strong emotional bond with Mexico. Armin Strom also returns, an independent manufacture renowned for bringing mechanics to the forefront with technical innovations such as its revolutionary resonance system. Franck Muller will be present with its irreverent complications and spectacular 2026 launches, reaffirming its special bond with local collectors. And H. Moser & Cie., one of the sensations of Watches & Wonders 2026, will bring its Streamliner Pump x Reebok watch, which builds bridges between pop culture and great manufacture watchmaking.

SIAR Summer is synonymous with creative eclecticism. And with experiences. Guests will be able to enjoy gastronomic expressions, daily cocktails with Dobel 50 to celebrate watchmaking between creators and their audience, and tastings of “indie auteur” wines. There will also be investment advisory sessions for collectors, appraisals, and presentations of pre-owned watches by Watch LAB. Range Rover will once again add a note of automotive excitement with its lounge and the display of one of its latest models in the motor lobby of Four Seasons, reinforcing the connection between haute horlogerie, design, engineering, and the universe of luxury. In addition, on the evening of Monday, May 25, the official opening party will take place at Toledo Rooftop, presented by Corum as the guest brand of this edition. The evening will feature mixology curated by Bar Mauro for Dobel 50 and music by Miss Mara, one of the most prominent DJs of the moment.

SIAR Summer was born to give space to independent voices at a time when the sector needed new formats and conversations. Five editions later, it has become the strategic bridge between Geneva’s spring presentations and Latin America’s most dynamic luxury market. The event has been a magnet for a young and sophisticated generation that wants to discover a different kind of watchmaking, understand who makes the pieces, connect with authentic stories, and enjoy immersive experiences.

SIAR Summer 2026 also arrives in a symbolic year for the regional watch industry. Next October, SIAR LATAM will celebrate its twentieth anniversary, confirming two decades in which this salon has helped transform Mexico and Latin America into one of the most passionate, knowledgeable, and relevant markets for international haute horlogerie.

List of participating houses (in alphabetical order):

Angelus, Armin Strom, Arnold & Son, Atelier Wen, Bianchet, Bimbu, Block RG, Bomberg, Breguet, Buben & Zorweg, Ciga Design, Corum, Cuervo y Sobrinos, Cvstos, De Bethune, Doxa, Franck Muller, Gerald Charles, Greubel Forsey, H. Moser & Cie., Hautlence, Jaquet Droz, Kerbedanz, Keris, Konstantin Chaykin, Krayon, L’Épée 1839, L.Leroy, La Vallée, Laurent Ferrier, Lederer, Louis Erard, Louis Moinet, Maison Alcée, Maurice Lacroix, Mauron Musy, Norqain, Perrelet, Raymond Weil, Ressence, Singer Reimagined, Speake Marin, and Watch Lab.