October is synonymous with haute horlogerie in Mexico. From the 20th to the 22nd of this month, the halls of The St. Regis Mexico City will dress up to celebrate the twentieth edition of the Salón Internacional Alta Relojería (SIAR). Reaching two uninterrupted decades of life is no coincidence; as Carlos Alonso, general director of the Salon, rightly points out, this anniversary reflects the strength of the national market and the consolidation of a community of collectors and enthusiasts that has matured alongside the event. In fact, Alonso firmly states that this edition positions Mexico as a trendsetter, leaving behind the role of a mere follower.

This year's offering is a testament to the diversity the industry is experiencing, bringing together 50 brands that cover the entire spectrum of time design. The weight of history will be impeccably represented by titans such as Hublot, Tudor, Breitling, Panerai, Piaget, Zenith, Longines, and Grand Seiko. However, the true pulse of this twentieth edition will be set by the imposing presence of independent watchmaking. SIAR aims for visitors to experience different ways of understanding timekeeping through direct dialogue with the creators.

To maintain a renewed energy, the event will welcome six brands joining its pavilions for the first time:

1. Christiaan van der Klaauw: The Dutch house, founded in 1974, arrives to dazzle with its mechanisms that transfer the movements of celestial bodies directly to the wrist.
2. Kudoke: Led by Stefan Kudoke, this German brand is the epitome of independent work, standing out for its artisanal finishes and the meticulous skeletonization technique.
3. NOMOS Glashütte: With in-house calibers and a moderate price point, this German manufacture born in 1990 fuses tradition with a contemporary design focused on legibility.
4. Neprosolar: An injection of retro-futuristic aesthetics that brings back 1970s Swiss electronic watchmaking, instantly recognizable by its red digital displays.
5. Pragma: Co-founded by Christopher Wegener, this young Swiss brand debuts by betting on total transparency in its processes and the provenance of its materials.
6. Unimatic: From Italy, this successful microbrand lands to showcase its reinterpretation of dive and field watches, fusing functional character with refined design.

Joining this lineup are the highly anticipated returns of brands that expand the culture of collecting. We will once again see QLOCKTWO, the German brand that represents time through illuminated words, and WOLF, a specialist in watch winders and cases. Furthermore, after their stint at SIAR Summer, Raymond Weil will celebrate its 50th anniversary at the event, while Nivada Grenchen will commemorate its hundred years of history by reviving iconic designs.

Beyond the spectacular timepieces, the true luxury of SIAR lies in the access to the minds steering the industry. Figures of the stature of Julien Tornare (CEO of Hublot), Jean-Marc Pontroué (CEO of Breitling), and master watchmakers like Bernhard Lederer will be present to interact with the public. To round off the experience, the agenda will include masterclasses to delve into the inner workings of mechanical movements, as well as the presentation of a study on the Mexican market led by Karine Szegedi, head of fashion and luxury at Deloitte Switzerland. As Alonso concludes, today the watches of always and those of now coexist in a dialogue that will define taste for years to come.