The moment awaited by all Mexican and Latin American collectors has arrived. More than 40 brands will participate in the 17th edition of the International Fine Watchmaking Exhibition (SIAR) Mexico from October 17 to 19.
The event will be at The St. Regis Mexico City, where guests will have the unique opportunity to enjoy not only the new products presented this year, but also global launches, unique and extraordinary pieces that are not usually seen on the commercial circuit, historical watches and the famous Mexican-themed editions that several firms create especially for SIAR.
With this framework, the SIAR 2023 once again demonstrates the strength of the Mexican market in a year of certain caution in the industry caused by global economic uncertainty.
Mexico is the seventh country that has grown the most in watch exports until August 2023 with a rate of 16.4%, according to the Federation of the Swiss Watch Industry. Last year was extraordinarily good for everyone, and the Mexican market remains dynamic beyond the contraction of China, which is a lung for the sector. This favorable performance is positive news that is reflected in the Hall.”
Carlos Alonso, general director of SIAR.
The exhibitors at SIAR 2023
The event, which has become a reference in the world of luxury in Mexico and Latin America, will once again have an important presence of Grupo Richemont thanks to the attendance of Baume & Mercier, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Piaget and Vacheron Constantine. LVMH Group will also have strong representation with Bulgari, Hublot and Zenith. Likewise, this year debuts Longines, a Swatch Group brand with an impressive legacy dating back to 1832.
These houses embody the eternal values of watchmaking and the successful evolution of the sector to connect with new generations. The return of Tudor, a brand belonging to the giant Rolex, stands out with a booth where you can learn first-hand about the DNA of one of the most booming houses today.
Some brands that will debut at SIAR 2023 are Gérald Charles, founded by the legendary designer Gérald Genta and which is experiencing a resurgence at the hands of Octavio García, its artistic director of Mexican descent; Leica, the watches from the camera manufacturer, and Golden Concept, the innovative Swedish company that produces custom cases for smartwatches inspired by fine watchmaking.
In addition, there will be the presence of Jean-Claude Biver, a legendary figure in the industry who has chosen SIAR to make one of the first international presentations of the brand he created with his son Pierre.
Among the exhibitors, there will be other brands of great historical relevance and manufacturing power, such as Bovet 1822, Chopard, Girard-Perregaux, Grand Seiko, Perrelet and Ulysse Nardin. Visitors will delight in the excellence and overflowing creativity of independent houses that are regulars at SIAR, such as Arnold & Son, Backes & Strauss, Bianchet, Cuervo y Sobrinos, Cvstos, De Bethune, Konstantin Chaykin, Kross Studio, Laurent Ferrier, Louis Erard, Louis Moinet, Manufacture Royale, Reservoir, Speake-Marin and Trilobe.
You’ll also find two local collector favorites, Franck Muller and Jacob & Co, as well as watches from Seiko and luxurious safes and watch winders from Buben & Zorweg and Wolf.
Community
As in other editions, the SIAR will welcome international and regional executives, master watchmakers, celebrities and friends of the brands, in an atmosphere of community and sophisticated elegance.
The industry has found in the Fair the perfect forum to expand knowledge about watchmaking tradition and culture, and gain feedback from the knowledgeable and passionate Mexican public. For this reason, this year several specialists in the legacy of some brands will attend and pieces from their historical archives will be shown.
“90% of the guests at the Show are end customers, making it an exception among watchmaking events of this type. The Show offers a total and integrative solution: there are contacts and sales with the end customer and presentations of unique pieces and special editions for the Mexican market, but it is also a marketing and dissemination tool, thanks to media coverage. It has the support of all professionals in the sector in Mexico. All this has made it different from the beginning,” explained Carlos Alonso.
The SIAR is an invitation-only event that will be open from Tuesday, October 17 to Thursday, October 19, 2023 from 10 am to 8 pm at The St. Regis Mexico City. Since 2007, it has been a key platform for the development of watchmaking in Mexico and Latin America. As the only Show of its kind in the region, it has had the participation of more than 130 brands and more than 100 CEOs, has exhibited more than 15,000 watches and has received more than 52,000 visitors. In June 2021, the first edition of the SIAR Summer Experience was held, a pop up that has been held in the summer for three consecutive years and in which mainly independent brands participate.
Follow them on their Instagram account @siarmx