Siam Piwat Group drew more than 40,000 visitors to the second edition of Bangkok Watch Week at Siam Paragon, expanding brand participation past 45 luxury houses.

The six-day exhibition, held from September 22 to 27 across two floors of the Bangkok shopping complex, doubled its overall attendance compared with its 2025 debut. The turnout included 400 international collectors, while brand participation climbed more than 50 per cent.

Organised by mall operator Siam Piwat, the event operated across three formats: a public show, an industry symposium, and brand-run boutique workshops. Entry remained free for regular shoppers. The Fondation Haute Horlogerie joined the programme for its Southeast Asian debut, running an academy lounge offering entry-level horology certifications to the public.

For decades, Swiss and European watchmakers restricted previews to invite-only trade summits in Geneva or closed boutique salons. Bringing 45 maisons directly onto the open concourse of a Southeast Asian commercial mall reverses that playbook. Siam Piwat is betting that footfall conversion no longer depends strictly on closed-door clienteling, but on pulling younger consumers into technical workshops before they buy their first mechanical piece.

The approach hands luxury tenants direct exposure to high-spending tourist traffic that standard multibrand watch retailers struggle to capture organically. Thai landlords face sharp regional competition from Singapore and Tokyo for luxury spend, making hands-on programming essential to keep international shoppers on-site.

Tourism flows into central Bangkok remain critical to the format. Siam Piwat identified Chinese and Indian travelers as volume drivers for overall mall trade, while shoppers from elsewhere in Asia and the Middle East deliver the highest average transaction values.

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