SIAR is celebrating its 20th anniversary — how, when and where?
SIAR was founded in 2007 in Mexico City, and this year we mark our 20th edition. It will run from October 20 to 22 at our longtime home, the St. Regis Mexico City. Two decades in the shifting landscape of fine watchmaking is no small achievement, and we want this edition to carry a spirit worthy of that. SIAR is the sum of its brands, its audience, its press and its partners. The idea is to bring everyone into the celebration and experience this anniversary as a community that has grown up together. The 20th edition feels like a celebration in the truest sense, and new ideas are coming with it. It's an exciting challenge, without question.
What's the DNA of SIAR?
The Salon was born out of a desire to bring watchmaking closer to collectors and enthusiasts across Latin America in a direct, personal way. It's worth remembering that at the time, Baselworld and SIHH (Salon International de la Haute Horlogerie) were strictly trade events. We started as a consumer-facing event — one that today welcomes around 250 journalists, some 3,500 target enthusiasts and the full retail community of the country. Over time it became the great annual gathering that brings together every player in Mexican watchmaking, and several from across Latin America. That is precisely why SIAR has been such a useful ambassador for Mexico's image — a market not traditionally considered a priority — in Switzerland and beyond.
Why has it been so successful, for visitors and exhibitors alike?
Because this country has been showing real maturity and evolution in fine watchmaking since the turn of the century, and SIAR has been there to reflect it. Mexicans have had a particular relationship with the luxury watch since the 19th century, and for exhibitors the Salon offers direct access to a high-net-worth audience that is genuinely passionate and ready to make serious purchasing decisions quickly. We are both the gateway and the ideal testing ground for a market that keeps growing — and a natural stepping stone into the rest of Latin America. For visitors, it's the only place in the region where you can discover hundreds of novelties and special editions under one roof, including independent brands that often have no local distribution.
What's the difference between the June and October editions — and when did two editions come about?
October is the original, the one we founded in 2007, and it keeps the more classic format — a curated selection of brands spanning the major groups and some of the most successful independent houses. The June edition, which we launched in 2021 in response to the Covid disruptions, was conceived with a different spirit: more nimble, more focused on independent creators and micro-brands that rely on frequent, personal contact with collectors. Many brands now participate in both.
How did the idea for SIAR come about?
It all started in 2001. As editors of Tiempo de Relojes, we were organizing private events with brands — intimate dinners where we brought our collector-readers together to experience very special pieces firsthand. The first was with Severin Wunderman and Corum, Rick de la Croix and Berger Joyeros. He brought a dozen unique watches to Mexico, every one of which sold during the evening. We went on to host equally successful events with Michel Parmigiani, Emmanuel Breguet and others, and the response was always extraordinary. As more and more brands asked us to organize events for them, we made the decision to bring everyone together under one roof. That was how SIAR was born. It also helped considerably that Rolex was the first brand to confirm for the inaugural edition. Once word got out, 35 brands signed on the following day.
What do you make of all the newcomers launching regional fairs?
I see it as a reflection of an industry in transition, driven by digital globalization. Hundreds of new micro-brands and independent creators need salons where they can reach potential clients directly, without the substantial investment that launching a brand once demanded. Regional fairs help fill that need. The fact that others now want to replicate the SIAR model is, in its own way, a validation of what we've built over two decades. That said, not all events are alike. Starting a brand or a salon today is easier than ever; sustaining one over time is another matter entirely. Everything is moving very fast. SIAR has always championed brands that put substance over form and think long-term, while also giving a platform to creators who have something genuinely interesting to say. Alongside the major houses of Richemont, LVMH and Swatch Group, we have helped introduce to Latin America names like Richard Mille, F.P. Journe, Akrivia, MB&F, Urwerk, Greubel Forsey, Parmigiani, De Bethune and Laurent Ferrier — around 150 brands in all.
