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  • Client: SIAR
  • Date: 2014/2015/2016


  • Music
  • Stands
  • Photocall
  • Decoration
  • Creativity
  • Public Relations

Brief / Objective

SIAR Madrid was born with the vocation to promote and encourage the sector of haute horlogerie in Spain, becoming for four days in the showcase of the most amazing creations of haute horlogerie, in addition to promoting through different presentations and conferences, a better knowledge of the watchmaker sector. Main Swiss watchmaking firms: Cartier, Clerc, Chopard, Ferdinand Berthoud, Frederique Constant, IWC Schaffhausen, Jaeger-LeCoultre, Montblanc, Panerai, Perrelet, Piaget, RJ-Romain Jerome, Ulysse Nardin and Vacheron Constantin.

Development / Planning

The International Haute Horlogerie Show (SIAR) that was held during the years 2014, 2015 and 2016 in Madrid became the first platform of reference in the sector, for the level of the brands present. A boutique salon that began with the confidence of 9 brands and ended with 15 that showed some of its best pieces and more innovative proposals.

SIAR was made in two spaces that stood out for their uniqueness: the Palace of Miguel Ángel and the Palace of Fernando el Santo. At the opening ceremony he had the Hon. Mr. Ambassador of Switzerland Thomas Kolly and the City Council of Madrid. They attended: professionals of the sector, press and public among those who could see the king emeritus Don Juan Carlos, great lover of watchmaking. The total amount of each ticket was allocated in each edition to an NGO.

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In each edition, between 1,500 and 2,000 people attended. More than 150 accredited journalists and an impact on media per year of 2,000,000€.

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