How Bangkok Watch Week is changing luxury watch shopping in Asia

For decades, luxury watch fairs have largely been the preserve of industry insiders, retailers, journalists and privileged collectors. What if these events could be as accessible and enjoyable as a day out at a luxury shopping mall?

Siam Paragon Bangkok Watch Week has put that idea to the test successfully. Its second edition, held from Sep 22 to 27, offered an alternative to the conventional watch fair.

Staged across two floors of Siam Paragon, one of Bangkok’s best-known luxury shopping destinations, the six-day event welcomed more than 40,000 visitors, including 400 international collectors. More than 45 watch maisons and independent watchmakers participated, an increase of over 50 per cent from the inaugural 2025 edition.

Organised by Siam Piwat Group, the Thai retail and property developer behind Siam Paragon and ICONSIAM, the annual event reflects a broader shift in luxury consumption.

For Thanaporn Tantiyanon, managing director of Siam Paragon, and Caroline Murphy, president of strategic project development at Siam Piwat, the opportunity lies in engaging a new generation of consumers whose expectations extend beyond the products themselves.

From luxury shopping to exclusive experiences

“We see the change in the luxury industry, driven by experiences, communities, and meaningful engagement, not only products,” says Tantiyanon, who believes today’s consumers seek personalised service and memorable experiences beyond exceptional products.

The growing interest in mechanical watches presented an opportunity to connect established collectors, watchmakers, enthusiasts and newcomers. “We offer a new platform of watchmaking knowledge sharing. This differentiates us from other watch events,” she explains.

To that end, Siam Paragon Bangkok Watch Week combines three elements: The Exhibition, showcasing watches from participating maisons; The Symposium, bringing industry leaders and experts into conversations with the public; and The Experience, comprising boutique activities, workshops and demonstrations.

The 2026 edition also welcomed the Fondation Haute Horlogerie (FHH), making its Southeast Asian debut. The Swiss organisation contributed to the educational programme and established an FHH Academy Lounge where visitors could learn more about watchmaking and pursue entry-level certification.

Making horological knowledge accessible is central to the fair’s appeal, according to Tantiyanon, particularly as younger enthusiasts discover the world of luxury watches.

Why watch brands are buying in

Convincing major watchmakers to participate in a new consumer-focused event might have been challenging. Yet Siam Paragon Bangkok Watch Week has gained considerable momentum in just two years.

The inaugural 2025 edition attracted more than 20,000 visitors and over 200 international collectors. Luxury watch sales during the event rose 92 per cent compared with the corresponding period in 2024. In 2026, brand participation grew by more than half, inducting an impressive roster of names that spanned historic houses and independent watchmakers, while visitor attendance doubled.

Murphy attributes this response partly to Siam Piwat’s established relationships with luxury maisons and its understanding of their customers. “Brands are very confident in our ability to deliver a truly qualitative event,” she says.

Murphy stresses that commercial performance is not the organiser’s main yardstick. “We do not measure the success of the event in terms of sales as the primary purpose of the fair is not commercial, but to establish Bangkok as a luxury watch capital of the world — by sharing knowledge and insight of the wonderful world of watchmaking to a robust watch community of local Thai and international collectors,” she elaborates.

It is a notable position for a luxury retail group, although the longer-term commercial benefits are clear. By giving visitors opportunities to learn about craftsmanship, heritage and mechanical innovation, watchmakers can build relationships that extend beyond individual purchases.

The rise of the Asian luxury consumer

Siam Paragon Bangkok Watch Week also reflects the changing expectations of luxury shoppers in Thailand and across Asia. It is also part of a longer-term ambition to strengthen the capital’s standing in the international watch industry.

“Bangkok has a long history and tradition of watch collection with some of the world’s leading watch collectors residing here,” states Murphy.

“Thai luxury consumers today are very well-travelled, extremely knowledgeable, and have sophisticated taste. They are not simply looking for luxury products but expect access to the latest collections, exceptional service, exclusivity and experiences that connect luxury with lifestyle.”

She also highlights their appreciation of Thai heritage and craftsmanship, and the value they place on products with a compelling story.

International tourism adds another dimension. According to Siam Piwat’s customer insights, Chinese and Indian visitors contribute significant shopping volumes, while high-spending Asian and Middle Eastern consumers are important drivers of expenditure.

For these visitors, luxury shopping increasingly forms part of a wider itinerary encompassing dining, entertainment and local experiences. Siam Paragon’s strong mix of Thai and international brands, as well as lifestyle attractions such as SEA LIFE Bangkok Ocean World and eco-digital digital space NEXTOPIA, gives it a unique advantage.

Two decades after opening, the mall remains a familiar destination for regional tourists, including Singaporeans. Murphy credits its staying power to continual investment and reinvention. “We are continuously improving our tenant mix, providing iconic events, improving our service, and upgrading the building and facilities to ensure we offer the very best of everything to our customers. Always.”

The growth in international attendance and brand participation already suggests that Siam Paragon Bangkok Watch Week is finding a solid audience. It looks like it won’t be long before 2025’s most visited city in the world, based on Euromonitor International’s ranking, comes to mind when one thinks about a holiday revolving around not just shopping, dining and relaxation, but also indulging in a passion for watchmaking.