SIAR Summer Experience was launched in June 2021 as a strategic response to a global landscape that had transformed the way people connect.

From its very first edition, it positioned itself as an innovative format: a phygital event combining in-person experiences with live digital content, including conversations with watchmakers and CEOs broadcasting directly from Switzerland.

The project also relied on independent distributors to facilitate brand participation in an environment that was still uncertain, prioritizing agility and proximity to the regional market.

That year marked the return of the watchmaking community in Latin America. In addition to the exhibition itself, the program featured talks, launches, and hybrid-format presentations, extending the experience beyond the physical venue.

Over the following years, the event refined its identity and strengthened its role as a platform for direct interaction.

Partnerships with the automotive sector were introduced, highlighted by the addition of a dedicated lounge that brought a lifestyle dimension to the event.

The program emphasized unique pieces, limited editions, and launches focused on the Mexican market, several of which were unveiled internationally for the first time.

The event expanded its visibility and media reach, integrating hospitality experiences and premium brand activations as strategic partnerships and sponsorship models continued to evolve.

A noticeable shift in audience profile also emerged, with a growing presence of younger attendees, reinforcing the event’s role as an entry point into contemporary collecting culture.

The experience evolved into a more structured format in terms of hospitality and cross-industry collaboration.

Strategic partnerships within the automotive and lifestyle sectors expanded further, introducing lounges, curated tours, and private experiences.

Mixology concepts and terrace activations also became part of the event design, reinforcing its social dimension while preserving its curatorial focus.

Throughout this period, SIAR Summer maintained a constant of approximately 24 brands per edition, allowing the event to balance growth with exclusivity.

The fifth edition marked a significant shift in scale with the participation of 31 brands, the highest number since the creation of the format.

This growth was accompanied by greater diversification in partnerships, including collaborations with hospitality brands, premium mixology concepts, and proposals linked to design and tailoring.

The event also welcomed educational institutions connected to the watchmaking industry, introducing a stronger educational component into the experience.

The sixth edition, scheduled from May 26 to 28, 2026, will take place in the gardens of Four Seasons Hotel Mexico City, reaffirming both the continuity of the venue and the seasonal identity of the event.