Siam Piwat redefines luxury watch retail, elevating Siam Paragon to a global destination for haute horology with Siam Paragon Bangkok Watch Week 2026

Siam Piwat, the developer of global destinations including Siam Paragon and ICONSIAM, is reinforcing its position as a creator of global luxury destination with the return of Siam Paragon Bangkok Watch Week for its second edition in 2026. Building on the success of the inaugural edition in 2025, the event has established itself as a key platform in the world of haute horlogerie.

As a leader in Thailand’s luxury retail sector with over 70% market share in the luxury segment, Siam Piwat has the capability to deliver world-class experiences that meet the demands of premium customers and has thus earned the trust of top global brands, which have consistently selected its shopping centers as their preferred locations for launching debut boutiques in Thailand and the region.

The success of Siam Paragon Bangkok Watch Week 2025 underscores Siam Piwat’s capability to develop a global platform for the luxury industry that showcases the craftsmanship, heritage, innovation, and expertise of international watch brands, connecting horology enthusiasts worldwide while fostering dialogue among collectors, experts, and creators within the industry.

Scheduled for September 22-27, 2026, Siam Paragon Bangkok Watch Week 2026 features over 45 leading watch brands, representing a 50% increase compared to 2025, with the lineup spanning global watch maisons, independent watchmakers, and prominent names in haute horlogerie. A key highlight of this year’s event is a collaboration with the Fondation de la Haute Horlogerie (FHH), a global organization dedicated to the art and science of watchmaking, to host the Symposium, alongside exhibitions, exclusive showcases, and activities covering various dimensions of watch culture. Expected to attract over 400 international watch collectors and more than 40,000 visitors, the event is set to elevate Thailand’s profile on the global luxury stage, while strengthening Bangkok’s position as one of the world’s leading destination for haute horlogerie.

Mrs. Thanaporn Tantiyanon, Managing Director of Siam Paragon, Siam Piwat Group, stated, “The success of Siam Paragon Bangkok Watch Week last year reflects the confidence that leading watch brands has 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, Bangkok Watch Week reaches a new level with even stronger participation from world-renowned brands, distinguished collectors, and prominent 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 de la 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 de la Haute Horlogerie (FHH), said:

“We are delighted to collaborate with Bangkok Watch Week to bring our watchmaking knowledge and expertise 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.”

Siam Paragon Bangkok Watch Week 2026 will bring together more than 45 legendary and world-class watch brands, including A. LANGE & SÖHNE, BIANCHET, BOUCHERON, BOVET, BREITLING, BVLGARI, CARTIER, CHOPARD, FRANCK MULLER, GRAND SEIKO, H. MOSER & CIE., HUBLOT, IWC SCHAFFHAUSEN, JAEGER-LECOULTRE, LAURENT FERRIER, LOUIS ERARD, PANERAI, PIAGET, TAG HEUER, TIFFANY & CO., ULYSSE NARDIN, VACHERON CONSTANTIN, VAN CLEEF & ARPELS, ZENITH The 2026 edition will also welcome an impressive roster of new participating brands, including 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 GENEVE

The Success that Proves Thailand’s International Caliber

The inaugural Siam Paragon Bangkok Watch Week in 2025 marked a new chapter in the history of the luxury watch industry and was met with such a remarkable response from international brands, collectors, and watch enthusiasts that it was quickly established as a significant event in Southeast Asia’s watch scene. The event generated a 92% increase in luxury watch sales during the exhibition period compared with the same period of the previous year. The event drew more than 20,000 visitors, including over 200 international collectors, and generated over 300 million media impressions. These figures not only reflect the event’s positive reception but also underscore Thailand’s capabilities as a growing luxury market and its readiness to stand alongside key global cities celebrated for their horological culture.

A key defining aspect of Siam Paragon Bangkok Watch Week is its role as a knowledge-sharing platform that fosters a vibrant community of horology enthusiasts. Through the Symposium, a dedicated forum for the exchange of watchmaking knowledge and culture, attendees will have an opportunity to meet brand founders, executives, creators, experts, and influential collectors from around the world, who will share insights into the craftsmanship, creativity, innovation, and heritage of haute horlogerie. This year, the Symposium is elevated to new heights through the collaboration with FHH to create a platform for knowledge exchange that connects individuals from various countries. This collaboration represents a significant milestone, aligning Siam Paragon Bangkok Watch Week with the standards of prestigious world-class watch events.

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.

A World-Class Timepiece Exhibition in the Heart of Bangkok

In addition to the educational forum, the event features the Exhibition, a showcase bringing together masterworks from around the world, including world-first debuts, limited editions, masterpieces, high-complication timepieces, and rare private collections from international collectors. Designed to evoke a fine horological museum, the space offers visitors an intimate look at the craftsmanship, artistry, engineering, and cultural heritage of haute horlogerie.

Completing the event is the Experience, a selection of curated activities designed specifically for the event by world-class brands, such as watchmaking workshops led by Swiss watchmakers, and specially created for Siam Paragon Bangkok Watch Week 2026. A key highlight this year also include the official launch of the “Academy Lounge” by the Fondation de la Haute Horlogerie Academy (FHH Academy)—the first initiative of its kind in Southeast Asia. The platform will provide collectors, brand executives, and industry professionals with access to educational resources, expert guidance, and internationally recognized FHH Certification programs, helping cultivate deeper knowledge and appreciation of haute horlogerie. This initiative marks a crucial step in developing talent, expertise, and the future watch community in Thailand and the wider region.

Experience Siam Paragon Bangkok Watch Week 2026, 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 September 22-27, 2026, at Siam Paragon. For more information, updates, and registration, please visit www.bangkokwatchweek.com or follow Siam Paragon on Facebook.

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