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SIAR - Summer Experience

SIAR Summer Experience

SIAR Mexico presents SIAR Summer Experience, the first phygital pop-up with the 2021 novelties of haute horlogerie

In its permanent effort to strengthen the watchmaking industry in Mexico and Latin America, Salon Internacional Alta Relojeria (SIAR), announces the first edition of SIAR Summer Experience. This innovative hybrid face to face and digital event will bring together approximately twenty of the industry´s most prestigious and creative brands with an indie spirit, they will exhibit their launches for the first half of the year to end customers, collectors, jewelers, and media members in the region.

SIAR Summer Experience will take place on June 15 – 17th at the Four Seasons Mexico City under strict sanitary measures due to covid-19 pandemic. Guests will have the opportunity to discover launches and classic watches and to attend live conferences and webinars from CEO´s and watchmakers in Switzerland, who will explain with detail their new products and talk about the challenges and trends of the sector. During these three days, SIAR Summer Experience will become a place for new ideas, reflection, and debate for watch lovers. This will be a different approach than what we will be able to experience in October at SIAR.

Summer Experience

© SIAR

The digital platform will allow customers, jewelers and press from Mexico and other countries to connect and participate. This way, the direct interaction of the firms with passionate Latin American watchmaking community will be stimulated and they will be able to talk about specific topics of relevance to our geographical area.

“SIAR Summer Experience is SIAR´s first pop up and it will be celebrated in a month in which watchmaking is generally reactivated” said Carlos Alonso, director of SIAR. “I believe it is necessity, there has been no face to face shows in Switzerland and we all want to see new releases, meet and celebrate our passion.”

SIAR Summer Experience has the expertise and convening power of SIAR, which will celebrate it´s 15th edition next October. Since 2007, SIAR has received more than 43,00 guests, as well as a hundred different brands, who have presented more than 60 exclusive launches dedicated to Mexico. It is one of the most important haut horlogerie salons in the world and one of the essential luxury events on the American continent.

Summer Experience

Carlos Alonso © SIAR 2015

The participating brands are represented by Attila, Raconli and Temposantis, three of the leading independent distributors in Mexico and Latin America, with extensive experience in the industry. “We decided to begin with independent distributors because it makes sense to start a project in the middle of a complicated year with brands that can make quick decisions and Mexico is one of the best markets in the world for watchmaking,” explained Carlos Alonso.

SIAR Summer Experience recognizes the boldness and dynamism of some of the most prominent brands with indie DNA. These brands break new grounds for watchmaking and surprise customers, collector and press members with their revolutionary designs and mechanisms, reflection of the magic and savoir faire of the artisan trades and innovation that characterize the industry. Several of them have won important awards such as Aiguille d´Or at the Grand Prix d´Horlogerie de Genève.

Among the firms that have confirmed their participation are: Alchemists, Arnold & Son, Baume & Mercier, Bovet 1822, Corum, Cvstos, De Bethune, Franck Muller, Girard-Perregaux, Greubel Forsey, Hublot, Jacob & Co., L’Epée 1839, Louis Moinet, Manufacture Royale, Maurice Lacroix, MB&F, Purnell, Speake-Marin, Trilobe, T.U.S., Ulysse Nardin and Zenith.

With this original and unique pop up, SIAR conceives an alternative to help regularize the market, recover business, and revitalize the industry at a particularly challenging time. However, in 2021 there are signs of recovery. “This year, sales have started to reactivate since February. If we take into account that 2020 has only been active since July, there are signs to be optimistic,” said Carlos Alonso.

SIAR Summer Experience is an invitation-only event. To ensure the safety of the guests, Four Seasons, in collaboration with John Hopkins Medicine International, established the Lead With Care health and safety program, with real-time guidelines to deal with the evolution of covid-19.

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