he 20th edition of the Salón Internacional Alta Relojería (SIAR) brought together 50 brands at The St. Regis Mexico City from October 20 to 22. The energy throughout the three-day event reflected Mexico’s enthusiasm for fine watchmaking and the fair’s ability to connect local audiences with the international watch community.

“When we launched SIAR in 2007, fine watchmaking was only trickling into Mexico. Today, we are one of the world’s most dynamic markets,” said its organiser Carlos Alonso.

SIAR positions Mexico as a must-visit destination on the global watch calendar each October. The results of private events held ahead of SIAR, including EMWA Fest, Berger Private Experience, Maison Peyrelongue and El Palacio de Hierro’s Piezas del Tiempo, point to another year of growth for Mexico’s watch sector.

The fair’s activities extended beyond its venue, The St. Regis Mexico City, with presentations, private dinners and gatherings bringing together collectors, executives and master watchmakers, rounding out a month of intense activity.

The opening ceremony was attended by Frank Nyffeler, Swiss Consul in Mexico, alongside brand executives and representatives of the specialist and lifestyle press. In his opening remarks, Alonso highlighted the growth and maturity of the enthusiast community, as well as a new generation’s interest in discovering the world of watches: “We have been through many phases and changes in the market and in trends, but the passion for watchmaking has continued to grow and mature.”

Alonso encouraged visitors to take their time: to examine the timepieces, ask questions and explore different offerings as they discovered their own preferences. “Knowledge inspires passion, and SIAR is an excellent opportunity to discover it,” he said.

The fair showcased world premieres, recent releases and timepieces making their local market debut.

Highlights included:

• Armin Strom - Mirrored Force Resonance Zeitgeist 1665 3N
• Armin Strom - Tribute3 Au750
• Angelus - Chronographe Tachymètre
• Arnold & Son - Double Tourbillon
• Bianchet - Tonneau UltraFino Black Ceramic
• Christiaan van der Klaauw - Grand Planetarium Eccentric
• CIGA design - Automaton Watch Everest China 65th Anniversary
• Corum - Admiral 39 Skeleton
• Franck Muller - Imperium Bloc
• H. Moser & Cie. - Streamliner Retrograde Seconds
• H. Moser & Cie. - Pioneer Skeleton Retrograde Seconds
• H. Moser & Cie. - Endeavour Retrograde Seconds
• Hublot - Classic Fusion Tributo
• Hublot - Classic Fusion Balloon Dog by Jeff Koons
• Lederer - CIC 44 EinStein
• Nomos Glashütte - Metro Date Power Reserve Ice Blue
• Nomos Glashütte - Metro Neomatik 41
• Oris - Kelp Forest Limited Edition
• Panerai - Luminor PAM01714
• Piaget - Polo Minute Repeater
• Singer Reimagined - 1970 DualTrack
• Zenith - Chronomaster Solo Sport

As is tradition, several watchmakers presented creations dedicated to Mexico, including:

• Cvstos - Challenge Autódromo
• Hautlence - Sphere Series 5 Mexico Special Edition
• Franck Muller - Vanguard Slim Amador Montes
• Louis Erard - Día de Muertos
• Raymond Weil - Millesime Maya Limited Edition

SIAR 2026 also offered valuable opportunities to reflect on the sector. For the second time, consulting firm Deloitte presented its Swiss watch industry study in Mexico. Karine Szegedi, Partner & Consumer Industry Leader at Deloitte, said: “Mexico is undoubtedly a vibrant market, with a large community of watch enthusiasts interested not only in discovering iconic models and brands, but also in exploring new timepieces that spark conversation. I was delighted to take part in the fair again this year. There were enriching discussions about the evolving consumer and changing purchasing habits. Mexico, which accounts for nearly half of Swiss watch exports to Latin America, is clearly a destination of great interest to watch brands. ¡Viva México!”

Phillips in Association with Bacs & Russo took part as a strategic partner of SIAR, offering valuations throughout the three days for visitors seeking to learn the value of their timepieces or considering a potential sale. Tadzio Nuno, the auction house’s representative in Mexico, said: “We saw incredible timepieces of a very high caliber. It is always a pleasure to speak with collectors as knowledgeable as those in Mexico, who reflect a mature and well-informed market.”

The 2026 edition brought together historic watchmakers, independent brands and microbrands. First-time participants this year included NOMOS Glashütte, Block RG, Christiaan van der Klaauw, Kudoke, Neprosolar, Pragma, Singer Reimagined and Unimatic, among others.

CEOs and senior executives in attendance included Julien Tornare, CEO of Hublot; Jean-Marc Pontroué, CEO of Breitling; and Haso Mehmedovic, President and CEO of Corum. SIAR also welcomed Serge Michel, CEO of Armin Strom; Stefan and Ev Kudoke of Kudoke; and Guillaume Tetu, co-founder of Hautlence.

They were joined by Stefan Kunz, CEO of Cvstos, and master watchmaker Bernhard Lederer, founder of Lederer. Other executives in attendance included Arnaud Nicolas, CEO of L’Épée 1839; Rolf Studer, CEO of Oris; Christopher Wegener, watchmaker and co-founder of Pragma; and Jan Edöcs, CEO of Doxa.

Jewelers from Colombia, Venezuela and Guatemala, among other Latin American countries, also attended the event.

SIAR was supported by sponsors Lexus, Johnnie Walker Blue Label and Don Julio 1942. Guest experiences, including tastings, complemented the fair’s program.

The event also featured the participation of Moët Hennessy and Whispering Angel, alongside partnerships with Etrusca, Solito, Tiempo de Relojes, Ladurée and Condé Nast México through its publications GQ, Vogue, Architectural Digest and Wired.

“The pace of the industry has changed. Each season, dozens of new brands emerge in search of opportunity. Regional fairs have multiplied to build closer connections with enthusiasts. Our task is no longer simply to open the door. It is to give people a reason to walk through it,” says Carlos Alonso.