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The gang of four Four men in particular have contributed to the emer- Ramón González, CEO of the Raconli group (for a long gence of a distinct Mexican watch culture since the time the distributor of Audemars Piguet in Mexico, un1990s: retailers Ari Berger and Luis Peyrelongue, dis- til the brand took direct control), introduced Franck tributor Ramón González, and publisher Carlos Alonso. Muller to Mexico. “As of now, I only deal with inde“When I started in 1988, we simply couldn’t import pendent watchmakers,” says the man who just added watches into Mexico, as brands had De Bethune to his catalogue. “We try to to justify local production,” recalls support them as much as possible, beLuis Peyrelongue, whose grandfather cause we love this very creative watchhad the exclusive rights to distribute making. Every year, we also invite a Rolex in the country (his competitor new brand to SIAR, like Le Rhöne last at the time was the famous Esmeralda year or Rebellion two years ago.” boutique). In order to meet this requirement, the leading brand had its bracelets manufactured in Mexico.

A new wave of luxury Ari Berger, director of Berger Joyeros, comes from a family that specialised in The signature of a free trade agreement gemstones in Europe, before emigrating with the European Union in 1997 and to Mexico City in the 1940s. “The last ten then with the EFTA countries (includ“The last ten years years have been frenetic for watchmaking Switzerland) in 2000 was a turning ing,” he says. “Many brands have estab- have been frenetic for point for the development of the watch lished themselves here since customs watchmaking. Many and luxury industry in the country. “A tariffs were lowered. And Mexicans buy brands have established new wave of luxury brands has arrived much more in their home market.” over the past decade,” notes Stéphanie Today, watch prices are comparable to themselves here since Martinez, Montblanc’s Mexican marthose in the United States. Only VAT is customs tariffs were ket manager. “The increased supply, as applied, at a rate of 16%. well as the appreciation of the dollar, lowered. And Mexicans “We are all of the same generation, buy much more in has pushed consumers to buy more Ari, Luis, Ramon and myself,” explains and more locally.” their home market.”

Carlos Alonso, editor of Tiempo de Carlos Alonso points out another imRelojes and organiser of the annual Ari Berger, retailer portant factor: “Mexico is the only Latin SIAR exhibition. “A whole generation American country with stable macrodetermined to change traditional business!” When economic conditions, not suffering the same upheavals the Spaniard arrived in Mexico in 1994, the revival as Argentina, Brazil, Colombia and the Venezuela. Since of the mechanical watch was starting to gain trac- 1996, annual inflation has been rather low, almost at tion all over the world: “I was in the right place at the the level of Western countries.” right time. Customers wanted more than Rolex, Patek Philippe, Cartier and Omega. The interest also shifted towards new independents such as Franck Muller or Michel Parmigiani.”

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