he Salon Internacional Alta Relojería (SIAR) Mexico will celebrate its 18th edition from October 15 to 17 at The St. Regis Mexico City. 49 brands will captivate guests with their novelties, icons and limited editions created for the Mexican market. The participation of many of the watch industry’s leading manufactures, along with several of the most vibrant independent firms, is a testament to the key moment the sector is going through in Mexico, with a 20% increase in sales during the first half of the year.

“The prestige and good results of SIAR reflect the strength and stability of the Mexican market, as well as the maturity and professionalism of our watchmaking sector. Through SIAR, Mexico can become more relevant in the global context of watchmaking at a time when Asia and other regions are showing signs of consolidation. We must take advantage of this situation,” said Carlos Alonso, CEO of SIAR. “In addition, the sales and attendance success of the fourth edition of SIAR Summer Experience, held in June, makes us foresee that the 18th edition of SIAR will help, as usual, to consolidate sales and close a positive 2024 in Mexico,” Alonso added.

The brands participating in SIAR Mexico 2024 are Angelus, Arnold & Son, Artime, Bianchet, Bovet 1822, Breitling, Buben & Zorweg, Bvlgari, Charles Girardier, Cuervo y Sobrinos, Cvstos, David Van Helm, De Bethune, Franck Muller, G-Shock, Gerald Charles, Girard-Perregaux, Greco, H. Moser & Cie., Hautlence, Hublot, HYT, IWC Schaffhausen, Jacob & Co., Jaeger-LeCoultre, Jaquet Droz, Kross Studio, L’Epée 1839, Laurent Ferrier, Longines, Louis Erard, Louis Moinet, Ludovic Ballouard, Manufacture Royale, Maurice Lacroix, Minase, Moya, Norqain, Ollivier Saveo, Panerai, Perrelet, Piaget, Pilo & Co., Seiko Luxe, Speake Marin, Tudor, Ulysse Nardin, Vulcain and Zenith.

Several brands will debut at SIAR 2024. These include Norqain, the young independent Swiss brand that has amazed with its sporty watches, and Minase, with a highly limited production that pays tribute to Japan’s culture and traditions. Jaquet Droz, known for its automatons and artistic pieces, and the superb atelier Artime will also debut at the event after attending SIAR Summer Experience last June. Likewise, SIAR will host iconic indie firms such as Angelus, Charles Girardier, H. Moser & Cie. and Hautlence, as well as G-Shock and Breitling, which will show the commemorative watches of its 140th anniversary. Some of the most incredible watches that will be on display at SIAR are IWC Portugieser Eternal Calendar; Bvlgari Octo Roma Carillon Tourbillon; Tudor Black Bay Chrono Pink; Franck Muller Carbon Collection; Le Régulateur Louis Erard X Kudoke; Speake Marin Ripples Skeleton; Louis Moinet Moon Tech, and Perrelet Turbine Ice Blue. In addition, several brands will unveil Mexican-inspired limited editions or unique pieces starting October 15.

As in previous years, senior executives from the watch industry will be at SIAR 2024. So far, the following have been confirmed to attend: Julien Tornare, new CEO of Hublot after a successful stint at Zenith; Jacob Arabo, founder of Jacob & Co.; Edouard Meylan, CEO of H. Moser & Cie., owner of Hautlence and one of the most important leaders in independent watchmaking; Audrey Raffy, VP of Bovet 1822; Harald Buben, president of Buben & Zorweg; Christian Knoop, Chief Design Officer at IWC; Vahe Vartzbed, CEO of HYT; Hugo Lesizza, CEO of Perrelet; Patrick Ulm, founder and CEO of Charles Girardier, and Gianfranco Gentile, Head of Heritage at Breitling.

SIAR is making further efforts to convene and engage younger entrepreneurs and opinion leaders, a segment whose attendance has increased since the pandemic. Therefore, Giovanni Prigigallo, co-founder of EveryWatch, will give a lecture on watchmaking as an investment to guests from the banking and financial sector and college students. EveryWatch is a unique digital platform for watch price analysis and comparisons between auction houses and marketplace in real time thanks to search engines powered by AI. This lecture is part of SIAR’s commitment to generational renewal.

SIAR 2024 will once again be the hotspot of watchmaking and luxury in Mexico and Latin America. Collectors and enthusiasts who have enjoyed the event from the very beginning will join a growing community of admirers, fashionistas and trendsetters, who come seduced by the magic of the watches.

Brands will showcase not only their new products, but also unique pieces not commercially available. The SIAR format has become a model for other places in the world, such as Singapore and Milan, which this year have new watchmaking events. This kind of Salon, small, flexible and dynamic, has confirmed its value because it offers the possibility for industry professionals and their customers to have direct contact with the players of the brands and their creations.

This exclusive invitation-only event will take place from October Tuesday 15 to Thursday 17, from 11 am to 8 pm at The St. Regis Mexico City. Since 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 2021 it launched SIAR Summer Experience, a summer pop up showcasing independent watchmakers that has taken place four consecutive summers.