Siam Piwat Group, a leading real estate and retail developer, and operator of world-class destinations including Siam Paragon and ICONSIAM, reinforces its leadership in Thailand’s luxury retail sector and its position as the preferred destination for leading luxury brands, with the return of Siam Paragon Bangkok Watch Week 2026, taking place from 22–27 September 2026.
Following its successful debut in 2025, the second edition of Siam Paragon Bangkok Watch Week will welcome more than 45 world-renowned watch maisons and independent watchmakers, representing over 50% growth in brand participation. The event underscores Siam Piwat’s game-changing role in shaping world-class luxury retail experiences while reinforcing Bangkok’s growing position as Southeast Asia’s emerging center for haute horology. With its proven track record, Siam Piwat continues to be the trusted destination partner of choice for premier brands.
Driving The Evolution Of The Luxury Retail Landscape
Thailand continues to demonstrate strong growth potential and is attracting leading global brands seeking investment opportunities. As a global luxury destination and one of Thailand’s most iconic landmarks, Siam Paragon has consistently served as a gateway connecting leading international brands with Thai and international visitors. Through Siam Paragon Bangkok Watch Week, Siam Piwat continues to elevate Thailand’s luxury retail landscape by creating a platform that brings together prestigious watch maisons, independent watchmakers, collectors, industry experts, and watch enthusiasts from around the world.
Building on the strong momentum of the inaugural edition, Siam Paragon Bangkok Watch Week 2025 marked an important milestone for the luxury watch industry in Southeast Asia. The event generated a staggering 92% surge in luxury watch sales during the exhibition period compared to the previous year. The landmark event captivated over 20,000 visitors, including over 200 international collectors, and generated more than 300 million media impressions globally.
Now entering its next chapter, Siam Piwat is set to elevate this year’s event into a larger-scale, more immersive, and globally connected celebration of luxury and haute horology. Across its six-day run, the event is expected to welcome more than 400 international collectors and over 40,000 visitors, further strengthening Bangkok’s position as one of Asia’s most promising destinations for watch culture.
Landmark Participation From The Fondation Haute Horlogerie (FHH)
A key milestone of the 2026 edition is the presence of the Fondation Haute Horlogerie (FHH), the world’s leading organization dedicated to promoting watchmaking culture. Through its Thailand debut, FHH will contribute to a highly anticipated edition of “The Symposium,” bringing global watchmaking knowledge, cultural dialogue, and expert-led insights to Thailand. The presence of FHH reflects a shared commitment to deepening public appreciation of haute horlogerie and making watchmaking culture more accessible to new audiences across Southeast Asia.
Mrs. Thanaporn Tantiyanon, Managing Director of Siam Paragon, Siam Piwat Group said “The success of Siam Paragon Bangkok Watch Week reflects the confidence that leading watch brands have placed in Siam Piwat Group, as well as the growing potential of Thailand and Bangkok as a strategic destination for the global luxury watch industry. This year, Siam Paragon Bangkok Watch Week reaches a new level with even stronger participation from world-renowned brands, collectors, and international institutions, underscoring its growing role as a regional platform for watch culture. One of the most significant milestones for Siam Paragon Bangkok Watch Week is the presence of the Fondation Haute Horlogerie (FHH), a globally respected institution dedicated to advancing and preserving watchmaking culture. Its participation further elevates the event’s stature, reinforcing Bangkok Watch Week’s position alongside the world’s leading watchmaking events.
Together with the support of UOB Thailand, we aspire to create an international platform that connects brands, creators, collectors, and enthusiasts from across the globe while generating meaningful value for the luxury industry, tourism sector, and the Thai economy. Ultimately, our goal is to strengthen Bangkok’s position as a global watch destination for the region.”
Mr. Pascal Ravessoud, Vice President of the Fondation Haute Horlogerie (FHH) stated that “We are delighted to collaborate with Bangkok Watch Week to bring watchmaking education to Thailand for the very first time. Beyond certification, this reflects a shared ambition to make watchmaking culture more accessible, engaging and meaningful for new audiences across Asia and beyond. Together, we are creating opportunities for enthusiasts, collectors and professionals to deepen their understanding of fine watchmaking and become part of a global community united by a passion for horology.”
An Unrivaled Lineup Of Global Maisons And Independent Masters
Reflecting Siam Piwat’s exceptional brand relationship management and exquisite space curation, the event unites an unparalleled roster of over 45 legendary luxury brands. Returning world-class icons include A. LANGE & SÖHNE, BIANCHET, BOUCHERON, BREITLING, BVLGARI, CARTIER, CHOPARD, FRANCK MULLER, GRAND SEIKO, HUBLOT, IWC SCHAFFHAUSEN, JAEGER-LECOULTRE, LOUIS ERARD, PANERAI, PIAGET, TAG HEUER, TIFFANY & CO., ULYSSE NARDIN, VACHERON CONSTANTIN, VAN CLEEF & ARPELS, and ZENITH.
The 2026 edition will also welcome an impressive wave of new participating brands, including BEHRENS, BLANCPAIN, BREGUET, BREMONT, CVSTOS, DAVID CANDAUX, GERALD CHARLES, GREUBEL FORSEY, JACOB & CO., L.LEROY, MB&F, NORQAIN, ORIS, PARMIGIANI FLEURIER, RESSENCE, ROGER DUBUIS, SPEAKE MARIN, TUDOR, and UNIVERSAL GENÈVE.
With this expanded lineup, Siam Piwat Group reaffirms its unwavering commitment to shaping the future of haute horology while establishing Bangkok as a fixture on the global horological calendar alongside the world’s most elite watchmaking events.
Highlights Of Siam Paragon Bangkok Watch Week 2026
The Symposium
Returning on a larger scale, The Symposium will feature founders, CEOs, master watchmakers, creative visionaries, and influential collectors from around the world. Presented in collaboration with FHH, the expanded program will offer deeper insights into the craftsmanship, heritage, innovation, and cultural significance of watchmaking.
The Exhibition
Visitors will have the opportunity to discover the latest novelties making their debut appearance, limited editions, exceptional masterpieces, highly complicated watches, rare creations, and museum-worthy collector pieces from some of the world’s most iconic brands.
The Experience
A curated series of exclusive experiences will include immersive watchmaking workshops led by Swiss master watchmakers and specially created for Siam Paragon Bangkok Watch Week 2026. A key highlight this year also includes the official launch of the “Academy Lounge” by FHH Academy, the education arm of the FHH – the first initiative of its kind in Southeast Asia. This immersive educational space, designed to inspire and educate, will engage collectors, brand executives, and industry professionals through interactive workshops, hands-on experiences and leading activities centered around the art of watchmaking. At the heart of the experiences is the opportunity to sit for the FHH Watch Advisor Certification, the first level of the Foundation’s internationally recognized certification program.
Siam Paragon Bangkok Watch Week 2026 promises to be one of the most significant horological gatherings in the world, bringing together the finest brands, creators, experts, and collectors under one roof while contributing to Bangkok’s rise as Asia’s emerging watch capital.
The event will take place from 22–27 September 2026 at Siam Paragon. For more information, updates, and registration, please visit www.bangkokwatchweek.com or follow Instagram/ Facebook: BANGKOK WATCH WEEK and Facebook: SIAMPARAGON.