Mexico City, October 20th, 2025 – With 51 participating brands and an energy that filled every corner of The St. Regis Mexico City from October 14 to 16, the 19th edition of the Salón Internacional Alta Relojería (SIAR) México reflected the growing vitality and dynamism of the local watchmaking sector.
Under the concept “Mexico LAB,” SIAR 2025 proved that the Mexican market has consolidated itself as a successful strategic laboratory for the global watchmaking industry, thanks to its maturity, the constant commitment of all stakeholders, and the passion of enthusiasts and collectors.
"Mexico, just as it has in tourism, art, gastronomy, and culture, is also trending in watchmaking. The country has eclectic taste and a mature, diverse, and passionate audience that responds to all segments of watchmaking, from historical manufactures to insider independents and microbrands. The results of this edition make us optimistic about the future,"
said Carlos Alonso, CEO of SIAR.
Over three vibrant days, SIAR 2025 once again served as the chosen stage for several global launches and first-time presentations of timepieces, confirming the Salon as a key moment within second-semester product strategies.
Some of these launches included:
• Angelus Chronographe Télémètre x Massena LAB
• Arnold & Son Longitude Titanium 5ºW Edition
• Bvlgari, with new Octo Finissimo models
• De Bethune DB28XS Yellow Tones
• Hautlence DA82 TI00 Sphere Series 3
• Maurice Lacroix Aikonic Automatic Chronograph Skeleton
• Norqain Independence Skeleton Chrono 42 mm
• Speake-Marin Tourbillon Purple Hour
• TAG Heuer Carrera Chronograph Extreme Sport and Twin-Time
• Zenith Defy Zero G, limited edition commemorating the brand’s 160th anniversary
As tradition dictates, several brands paid tribute to Mexico with limited editions and unique pieces created especially for this edition of SIAR.
Among these creations were:
• Antoine Preziuso – The Art of Tourbillon Special Mexico Dalia Imperial
• Bianchet – Las Coloradas
• Bvlgari – Frida Kahlo Haute Joillerie Serpenti Pallini Secret Watch
• Charles Girardier – Synchronaut 1836 GMT Mexico Edition
• CIGA Design – Mexico Edition
• Cvstos – Autodromo Mexico Edition
• Franck Muller – Vanguard Alquimiamc Slim Collection
• H. Moser & Cie. – Pioneer Tourbillon Allende
• Hublot – Big Bang Unico Calavera All Black
• Norqain – Wild One Mexico Edition
• Oris, with several pieces intervened by visual artist Yuda
• Panerai – Luminor Marina Carbotech Limited Edition Mexico
• TAG Heuer – Carrera Chronograph Extreme Sport Tourbillon Lucha Libre Edition
SIAR 2025 also offered important opportunities to reflect on the industry. For the first time, Deloitte presented its global annual study on the watch industry in Mexico, which this year includes a dedicated chapter on the country. Additionally, the panel “Is Mexico the Watchmaking Laboratory of the Coming Years?” featured Karine Szegedi, Consumer Industry Lead at Deloitte; Edouard Meylan, CEO of H. Moser & Cie.; Douglas Escribano, Senior International Specialist at Phillips in Association with Bacs & Russo; and Carlos Alonso. Together, they analyzed why the Mexican market — with its primarily local consumption and steady growth — has become a case study.
The Salon was a celebration of watchmaking as a community. It brought together historic houses such as Breitling, Bvlgari, IWC, Longines, Panerai, Piaget, and Tudor, and celebrated anniversaries such as the 20 years of Hublot’s Big Bang, Zenith’s 160th, and L. Leroy’s 240th. In the independent arena, Arnold & Son, De Bethune, H. Moser & Cie., Hautlence, Franck Muller, Louis Moinet, Charles Girardier, and Speake-Marin stood out. The microbrand universe was well represented by Louis Erard, Maurice Lacroix, Norqain, and several members of the Swiss Independent Watchmakers Pavilion (SIWP): David Van Heim, Greco Genève, Moya, Ollivier Saveo, and Pilo & Co.
International and regional CEOs and senior executives from several brands attended, including Brice Le Troadec (Grand Seiko), Julien Tornare (Hublot), Christoph Grainger-Herr (IWC), and Benoit de Clerk (Zenith). In addition, SIAR welcomed the return of a key organization, the Fondation de la Haute Horlogerie (FHH), which offered masterclasses for guests. The prestigious auction house Phillips in Association with Bacs & Russo participated for the first time. Brands debuting included Antoine Preziuso, CIGA Design, Bergeon, HEINDL, Massena LAB, Oris, and Tsar Bomba. Renowned master watchmakers such as Antoine Preziuso, Berhnard Lederer, and Carole Kasapi, Director of Movements at TAG Heuer, were also present.
SIAR 2025 was surrounded by multiple events organized by brands and the country’s top jewelers, solidifying October as Mexico’s “Watch Month.” Dinners, presentations, and the presence of celebrities, influencers, as well as specialized and lifestyle media, reinforced the event’s powerful reach. The support of official sponsors — Mercedes-Benz, The Macallan, Moët Hennessy, and Tequila Volcán — added an extra touch of distinction, with exclusive experiences for guests that connected watchmaking with other forms of contemporary luxury. “Mexico responds incredibly well to live celebration, to the encounter with timepieces, brand ambassadors, dinners, brands, and their stories. Over 19 editions, we have confirmed that this format of direct encounter continues to excite visitors, brands, and the entire industry. SIAR has also become a shared celebration,” said Carlos Alonso.
In 2026, SIAR will celebrate its 20th edition. “We want to honor what this market represents and what the Mexican watchmaking community deserves. For nearly 20 years, SIAR has been the meeting point for the sector’s success. But good results demand responsibility.
In changing times like these, the Salon reaffirms its vision of being the space where all industry players come together to inspire passion and knowledge in the watchmaking arts and project them to new generations,”
added Carlos Alonso.
