Siam Piwat Group, a leading real estate and retail developer and operator of world-class destinations including Siam Paragon and ICONSIAM, celebrates the successful conclusion of Siam Paragon Bangkok Watch Week 2026, reinforcing its leadership in luxury retail and its position as a partner of choice for global luxury brands, while advancing its ambition to build a global luxury platform that connects brands, consumers and communities through meaningful experiences.
Held from 22–27 September 2026 at Siam Paragon, the six-day event brought together more than 45 distinguished watch maisons and independent watchmakers, alongside collectors, industry leaders and horological enthusiasts from Thailand, Southeast Asia and around the world.
Building on the success of its inaugural edition in 2025, this year’s event expanded significantly in both international participation and programming, reflecting growing confidence from global brands and watch communities in Bangkok as an important destination for luxury and watch culture. The event welcomed more than 40,000 participants, including 400 international collectors.
The success of Siam Paragon Bangkok Watch Week 2026 reflects Siam Piwat’s long-standing strength in working closely with leading global luxury brands to create opportunities that go beyond conventional retail. As consumer expectations continue to evolve, particularly among younger generations who increasingly seek experiences, cultural relevance, knowledge and meaningful engagement alongside products, Siam Piwat is transforming its destinations into knowledge-sharing platforms where brands can build deeper and longer-lasting relationships with their audiences.
Ms. Caroline Murphy, President, Strategic Project Development, Siam Piwat, said, “Bangkok has a long history and tradition of watch collection with some of the world’s leading watch collectors residing here. Bangkok Watch Week has finally provided the platform and the spotlight to augment Bangkok’s position to a global watch capital.”
Build A Global Luxury Community
More than a showcase of exceptional timepieces, Bangkok Watch Week reflects Siam Piwat’s approach to building a global luxury community for a new generation of consumers where commerce, culture, craftsmanship, knowledge and community converge. Through immersive experiences, exclusive presentations, industry dialogue and opportunities to engage directly with watchmakers and experts, the event brought audiences closer to the heritage, innovation and stories behind contemporary and historic horology.
“This year’s edition marks another step in our long-term ambition to strengthen Bangkok’s position as a global destination for watch culture and deepen engagement with the growing community of watch enthusiasts across the region and beyond.” says Ms. Murphy.
Going forward, Siam Piwat will continue to leverage its world-class destinations, strong global partnerships and deep understanding of luxury consumers to create platforms with international relevance. This reinforces its role not only as a leader in luxury retail and a trusted partner for global luxury brands, but also as a platform creator that helps shape the future of luxury experiences that go beyond transactions to build deeper relationships and communities while strengthening Bangkok’s position as a leading global destination for luxury, culture and world class experiences.
A Global Showcase Of Watchmaking
The 2026 edition presented a broad spectrum of watchmaking, from historic maisons to independent creators exploring new approaches to mechanical watchmaking. By bringing these names together at Siam Paragon, Siam Piwat created a platform where international watchmaking excellence connected with a growing community of collectors, enthusiasts and luxury consumers.
Returning participants included A. LANGE & SÖHNE, Bianchet, Boucheron, Breitling, Bvlgari, Cartier, Chopard, Franck Muller, Grand Seiko, Hublot, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Piaget, TAG Heuer, Tiffany & Co., Ulysse Nardin, Vacheron Constantin, Van Cleef & Arpels and Zenith. They were joined by new participants including Blancpain, Breguet, Bremont, Greubel Forsey, MB&F, Norqain, Oris, Parmigiani Fleurier, Ressence, Roger Dubuis, Tudor and Universal Genève.
The event featured more than 200 novelties, including rare and highly complicated timepieces, limited editions and contemporary creations. Among the highlights, Roger Dubuis unveiled its Knights of the Round Table collection in a world-first presentation, while Oris introduced the Bangkok Limited Edition, an exclusive Aquis limited to 50 pieces and inspired by the character of the city. Universal Genève also made its Southeast Asian debut, bringing the historic Swiss maison to a new regional audience.
At The Exhibition, collectors and enthusiasts encountered rare timepieces and important creations from participating maisons creating a deeper appreciation of watch making heritage, craftmanship and innovation. A highlight was Breguet’s presentation commemorating the 225th anniversary of the Tourbillon, celebrating one of the defining innovations in mechanical watchmaking.
The Symposium: Connecting The Global Watch Community
The Symposium returned in an expanded format with the participation of the Fondation Haute Horlogerie (FHH), bringing its global expertise in watchmaking education and culture to Bangkok. The event also marked the Southeast Asian debut of the FHH Academy Lounge, the organisation’s first initiative of its kind in the region. Through interactive learning and hands-on activities, visitors could explore the fundamentals of watchmaking and undertake the FHH Watch Advisor Certification, placing education and accessibility at the heart of the event.
Ms. Aurélie Streit, Vice President, Fondation Haute Horlogerie (FHH), said: “The more you understand a watch, the more you appreciate it, its craftsmanship, its history and the ingenuity behind its movement. Our participation in Bangkok Watch Week was an opportunity to share this perspective with collectors, enthusiasts and those discovering watchmaking for the first time. Through the FHH Academy Lounge and our contribution to the Symposium, we aimed to make watchmaking knowledge more accessible and encourage curiosity and dialogue. This reflects the FHH’s mission: to transmit watchmaking culture and help a wider audience connect with the craft.”
Across six days, the Symposium featured 18 sessions that attracted more than 4,000 attendees. The sessions brought together maison executives, watchmaking experts and collectors to explore subjects including heritage, independent watchmaking, craftsmanship, innovation, education and the future of watch culture.
Among the speakers, the FHH session featured Franck Muller’s Nicolas Rudaz and Vacheron Constantin’s Morgan Mailard, who explored the creative vision and craftsmanship behind two distinctive icons of watchmaking — the playful Crazy Hours and Vacheron Constantin’s legendary Historiques American 1921, celebrated for its signature diagonal dial.
Georges Kern, CEO of Breitling’s House of Brands, shared perspectives on brand legacy and the future of watch culture, and Emmanuel Breguet, Vice President and Head of Patrimony at Breguet, explored the maison’s heritage and the enduring legacy of the Tourbillon. Bulgari also presented The Art of Time with Emma Behaeghel, exploring the intersection of Italian design and Swiss craftsmanship through its OCTO and Serpenti creations.
Alongside the exhibitions and symposium, The Experience brought visitors closer to the craft through workshops, demonstrations and presentations from participating maisons, offering insight into areas including dial artistry, movement finishing, mechanical complications and horological innovation. The programme reflected a wider evolution in watch culture, where craftsmanship, knowledge and community are increasingly central to how audiences engage with fine watchmaking.
Ms. Thanaporn Tantiyanon, Managing Director, Siam Paragon, Siam Piwat Group, said, “We offer a new platform of watchmaking knowledge sharing. This differentiates us from other watch events. We create an inclusive space where every brand can contribute to the conversation through The Symposium and engagement through The Experiences. That’s reason why we can attract more brands to participate in the event.
For Siam Piwat, the ambition extends beyond an annual event but broadens to contribute to a wider ecosystem in which Bangkok can play an increasingly significant role in the culture, community and future of watchmaking in Asia.