Editor’s Note
**Editor’s Note:** This article examines Mexico’s rapid emergence as a key market for Swiss watches, driven by 19% annual export growth over five years. Industry insider Ari Berger offers insights into the market’s unique dynamics and a measured outlook for 2025.
Over the past five years, Mexico has transformed into a high-growth market for the Swiss watch industry, with exports increasing by 19% annually. Ari Berger, of Berger Joyeros, one of the largest luxury watch retailers in Mexico, deciphers the market’s distinctive strengths and offers cautious prospects for 2025.
Mexico has long been home to passionate and knowledgeable communities of watch collectors (Shutterstock)
According to data from the Fondation de la Haute Horlogerie (FHH), Swiss watch imports to Mexico rose from 139.3 million Swiss francs to 337 million Swiss francs over the past five years. In fact, last year, Mexico became the second most dynamic market after India for Swiss watch exports.
However, in the first quarter of 2025, exports to Mexico fell by 11% compared to the same period last year. This is attributed to anticipated negative repercussions of tariffs imposed by the Trump administration on Mexico’s economic growth, as the United States is its primary trading partner.
Ari Berger, CEO of Berger Joyeros, has spent over 30 years building one of the most important luxury watch retail chains in Latin America (Berger Joyeros)
Additionally, the recent change in the country’s presidency, with the election of Claudia Sheinbaum in autumn 2024, has also been a contributing factor. According to a Deloitte report on Mexico’s 2025 outlook, leadership changes typically cause a brief economic slowdown as administrations form new teams and adjust public spending, prompting consumers to adopt a cautious, wait-and-see attitude.
Ari Berger, CEO of Berger Joyeros, who has spent over three decades building one of the most important luxury watch retail chains in Latin America while navigating numerous economic and geopolitical challenges in Mexico, analyzes the complex dynamics shaping luxury market opportunities in the country.
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