he 19th edition of the Salón Internacional Alta Relojería (SIAR) Mexico, taking place October 14–16 at The St. Regis Mexico City, will once again provide the perfect stage for guests to discover new launches, icons, and special editions tailored to the national market from 51 participating brands.

Under the concept of “Mexico LAB”, SIAR will also position the country as a laboratory where the global watch industry can understand the present and anticipate the future.

“Mexico is consolidating itself as a strategic laboratory for global watchmaking. In a complex international environment, marked by geopolitical tensions and U.S. tariffs on Swiss watches, our country has proven to be a mature, resilient market with steady growth since 2000—something SIAR has played a fundamental role in. The remarkable sales growth in 2023 and 2024, driven mainly by local clients, means that the industry’s eyes are now firmly on Mexico,” stated Carlos Alonso, General Director of SIAR.

In this context, on October 14th at 1:00 p.m., consulting firm Deloitte will present its renowned annual global watch industry study at SIAR for the first time, this year including a dedicated chapter on Mexico. The presentation will be led by Karine Szegedi, Deloitte’s Consumer Industry Leader and co-author of the report.

Additionally, on October 15th at 12:00 p.m., the panel “Is Mexico the Watchmaking Laboratory of the Coming Years?” will take place, featuring Karine Szegedi and other prominent international guests from participating brands.

As is tradition, SIAR 2025 will also host the unveiling of world premieres and stunning limited editions created especially for Mexican collectors. These creations will be joined by the most important timepieces of the year, alongside timeless classics and extraordinary pieces rarely available through regular commercial channels. The fair will also once again welcome international brand representatives, including several global CEOs.

SIAR 2025 will feature a number of high-profile debuts, further enriching its offering:

• Antoine Preziuso, the Swiss master watchmaker famed for the Tourbillon of Tourbillons, winner of the Innovation category at the 2015 Grand Prix d’Horlogerie de Genève (GPHG), will bring his architectural vision of time to SIAR.

• Bergeon, the Swiss benchmark in fine watchmaking precision tools, will participate for the first time, showcasing the lifestyle side of its savoir-faire.

• Ciga Design, the innovative Chinese brand that won the 2021 GPHG Challenge Prize with its Blue Planet watch, will make its debut with its bold and accessible approach to watchmaking.

• HEINDL, the German house specializing in luxury safes for watches and jewelry, will also debut in Mexico and at SIAR.

• Massena LAB, widely acclaimed for reinterpreting classical watchmaking with a contemporary spirit and visionary collaborations with indie and microbrands, will debut at SIAR 2025.

• Oris, celebrated for its manufacturing capabilities, independence, and commitment to sustainability, will join SIAR with its cool, functional, and sophisticated watches.

• Phillips in Association with Bacs & Russo, the prestigious auction house and record-setting watch specialist, will attend SIAR for the first time to showcase pieces from upcoming auctions, offer appraisals, and participate in cultural activities.

In addition, major industry names will return: TAG Heuer, in the year it resumed its role as Official Timekeeper of Formula 1, bringing extraordinary creations that embody its avant-garde spirit; and L. Leroy, with 260 years of history and a collection of magnificent high-complication pieces celebrating its legacy and technical ambition.

Also featured will be celebrated masters such as the iconoclastic Russian Konstantin Chaykin, as well as Bernhard Lederer and Ludovic Ballouard. Cult favorite G-Shock, beloved by younger audiences, will also be present. The Swiss Independent Watchmakers Pavilion (SIWP) returns with David Van Heim, Greco Genève, Moya, Ollivier Saveo, and Pilo & Co., who have found an enthusiastic community in Mexico for their fresh, original creations.

As every year, SIAR 2025 will bring together some of the world’s most historic and influential houses, including Breitling, Bvlgari, Grand Seiko, IWC Schaffhausen, Jaquet Droz, Longines, Panerai, Piaget, and Tudor.

Hublot will celebrate 20 years of its Big Bang icon, a local collectors’ favorite, with Mexico. Zenith will commemorate its 160th anniversary as a leading manufacture, creator of the legendary Calibres 135 and El Primero.

The independent scene will once again take center stage at SIAR 2025 with a high-caliber lineup, including Angelus, Arnold & Son, Bianchet, Charles Girardier, Cornavin, Cuervo y Sobrinos, Cvstos, Cyrus, De Bethune, Franck Muller, Gerald Charles, H. Moser & Cie., Hautlence, L’Epée 1839, Laurent Ferrier, Louis Moinet, Perrelet, Speake-Marin, and Tsar Bomba—a reflection of the golden moment for independent watchmaking and the diversity of this “out of the box” segment that has found strong reception in Mexico.

The growing microbrand phenomenon will also be strongly represented at SIAR 2025, with brands across several price segments, including Louis Erard, Maurice Lacroix, Norqain, and the five SIWP members. This confirms Mexico as fertile ground for these houses, which resonate with new generations through distinctive design, contemporary storytelling, and robust mechanics.

“SIAR 2025 is not just an event—it is a full ecosystem that embodies the three driving forces shaping contemporary watchmaking: prestigious houses, independent brands, and emerging microbrands. And it is all happening here in Mexico, in a year that may establish the country as a true LAB for the industry in the years to come,” added Carlos Alonso.

The participating brands at SIAR include: Angelus, Antoine Preziuso, Arnold & Son, Bergeon, Bianchet, Breitling, Bvlgari, Charles Girardier, Ciga Design, Cornavin, Cuervo y Sobrinos, Cvstos, Cyrus, David Van Heim, De Bethune, Franck Muller, G- Shock, Gerald Charles, Grand Seiko, Greco Genève, H. Moser & Cie., Hautlence, HEINDL, Hublot, IWC Schaffhausen, Jaquet Droz, Konstantin Chaykin, L. Leroy, L’Epée 1839, Laurent Ferrier, Lederer, Longines, Louis Erard, Louis Moinet, Ludovic Ballouard, Massena Lab, Maurice Lacroix, Moya, Norqain, Ollivier Saveo, Oris, Panerai, Perrelet, Phillips, Piaget, Pilo & Co., Speake-Marin, TAG Heuer, Tsar Bomba, Tudor, and Zenith.