Even if there are important events in the United States, the consistency and growth of the SIAR since its inception has put it in an important place and even more so if we focus on Latin America, a region in which Mexico City is one of the most important cities. So the event attracts collectors from all over Central and South America, as well as a large number of locals, part of a rapidly growing watch culture that the Show itself and its exhibitors have helped to increase. That same passion unites important watch brands, jewelers and of course, clients and collectors, precisely due –in great part– to the support of important Mexican jewelers – and yes, at SIAR it is possible to acquire that dream watch. Of course, media coverage is of great importance, since 230 accredited journalists broadcast the event through traditional and digital media.
On this occasion, 49 brands were present with their new products and, contrary to what one might think, not all of them were just presentations of existing pieces, but rather there were global launches, and quite a few special editions for Mexico, which are gaining more and more preference, testimony that the combination of Mexican traditions with Swiss know-how, if properly focused, can offer impressive results, which have gained recognition from collectors also from other places of the world. An excellent example was the Biver brand presented by Jean-Claude Biver with his son Pierre just last March; the SIAR was the setting for the debut of his first creation: La Danse du Temps, with a design inspired by the ultra-Mexican iconography of the Day of the Dead; But apart from its great beauty, it is equipped with a minute repeater system with carillon chiming. Jean-Claude Biver himself was present and was charismatic –as always– with the attendees willing to ask questions. The piece is simply stunning.
Another spectacular piece – probably my personal favorite – was the Cempasúchil II by DeBethune, a reversible watch with the traditional “catrina” skulls on the face and an erotic automaton on the other with the same skulls, showing the naughty side of mechanical watchmaking and the “Day of the Dead”. The traditional DeBethune blue dominates the piece and the detail is simply exquisite.
Another very attractive special edition with its own personality was the Chopard L.U.C Skull One Calavera Pop Art which – besides carrying an exquisite manufacture caliber– highlighted the work of the dial in two shades of gray and the colors of the Mexican flag: green, white and red. Also interesting were the Baume & Mercier Riviera 42 mm Mexico Limited Edition and the Epic X Chrono Mexico by Jacob & Co.
Tudor returned to SIAR with an important presence in terms of its exhibition area, in which it showed off the Pelagos FXD Chrono. Longines was also present, for the very first time, and it fit perfectly with the spirit of the event.
Zenith brought all the 2023 news and debuted the new version of its Chronomaster Sport Pink (limited to 500 pieces), where a portion of the sales will support the Susan G. Komen Foundation, which seeks to have a positive impact on the lives of breast cancer patients. Since SIAR is in October, it was the perfect setting.
Christian Ferrier represented his father's brand, Laurent Ferrier, and it was more than great to talk with him since many of the mechanisms are of his own design; Of course, the impressive Grand Sport Tourbillon in titanium with a gradient salmon-colored dial stood out – what a beauty!
Jaeger-LeCoultre prepared an express version of its Atelier d'Antoine experience where two masterclasses were held led by Stéphane Belmont, director of historical heritage of the manufacture.
Hublot launched its Big Bang Unico Titanium Green Ceramic Mexico, a limited edition with a strap made of a material derived from cactus. David Tedeschi, General Manager for Latin America & the Caribbean, the Middle East, and Africa was in charge of presenting the watch alongside local celebrities. Another piece that attracted attention was the Classic Fusion High Jewellery, a unique piece that made its world premiere at SIAR.
Bulgari had a full suite at the hosting hotel, the Saint Regis Mexico City, where they put on an impressive exhibition of Serpenti creations and the various materials in the Octo Finissimo collection; Fabrizio Buonamassa was present and confessed that he really enjoys his trips to Mexico City. Additionally, there were local brand ambassadors.
Several brands that do not yet have distribution in Mexico were present and that is a very interesting aspect of SIAR, which allows these firms the possibility of finding distributors and private collectors to get a very special watch. For example, Leica Watches and Gerard Charles, whose creative director, Octavio Garcia, was present and is always a great host.
Seiko showcased its Luxe division, including Presage, Prospex and King Seiko, as well as a small display of historic Seiko museum watches alongside their modern counterparts. Grand Seiko was present for the second consecutive year, maintaining the healthy separation that the same brands have established.
The most recent edition of SIAR was a success, with more than 3,900 visitors and exhibitors, mostly with good results in terms of sales and contacts. We can't wait for next year.
