Revolution, independence, hours and minutes

The priest Miguel Hidalgo hurried towards the parish church of Dolores and rang out the bells. The date was 16 September 1810. Spain, ruler of numerous territories in the Americas, was under pressure. Napoleon’s great army had invaded Europe. Hidalgo raised his husky voice for all the inhabitants of the central Mexican village to hear: “Long live Our Lady of Guadalupe! Death to the corrupt government!”.

Part fact, part fiction, this scene is so vivid in Mexico’s collective memory that it is played out every year, on 16 September, when the country commemorates Hidalgo’s famous cry, El Grito de Dolores, and the start of the Mexican War of Independence. This year, however, the anniversary will be of particular importance. Not only will Mexicans be celebrating two centuries since Hidalgo’s call to arms, they will commemorate the fact that exactly 100 years ago, on 20 November 1910, the rumble of revolution could be heard; a revolution that would bring together such legendary figures as Pancho Villa and Emiliano Zapata. This year, then, Mexico honours the myths and stories that surround its national identity, perhaps becoming the centre of the world’s stage as it does.

A profusion of watches

Swiss watchmakers, for one, have made Mexico the centre of their attention, as the leading names in the industry join in the celebrations, and perhaps contribute to the national sentiment that will accompany 2010. Audemars Piguet, Jaeger-LeCoultre and Hublot have already created limited editions to mark the Bicentennial of Mexico’s Independence, and its Revolution. Ari Berger, at the head of a dynasty of jewellers who are the sector’s undisputed leaders in Mexico and Latin American, comments: “Richard Mille and TAG Heuer will also launch watches to mark this anniversary. These brands have positioned themselves well in the country, which they see as a major market. They also know that Mexicans have a deep love for their country.”

Audemars Piguet (AP) was first in this wave of commemorative – and now highly coveted – timepieces. Its Royal Oak Offshore Pride of Mexico (limited edition of 300) was one of the highlights at the Salon International de la Haute Horlogerie (SIHH) – held in Mexico since 2007 as the Salón Internacional Alta Relojería (SIAR) – no doubt helped by the bold initiative of Octavio García, the Mexican artistic director of the Le Brassus Manufacture. For the opening of this major event in Mexico, Audemars Piguet invited three famous Mexican photographers to illustrate the Independence anniversary, as well as the Swiss watchmaker’s new timepiece. CEO Philippe Merk, who was present at the launch, answered an avalanche of questions from the country’s media.

Mexico, the biggest market in Latin American

Carlos Alonso, director of the SIAR and founder of Tiempo de Relojes, a specialist watch magazine covering Latin American, is certainly best-placed to understand AP’s success. “Mexico is one of the developing countries with the best growth over the past 15 years. Mexicans are typically Latin in that they have always loved luxury brands of all kinds, and enjoy showing off their treasures. Factors such as specialist publications and the SIAR have helped create a culture and awareness of traditional watchmaking, which has also boosted consumption.”

Should anyone still harbour doubts about watchmakers’ enthusiasm for this market, those doubts will shatter on sight of the watch which Jaeger-LeCoultre has imagined. The specially customised version of its Master Compressor Extreme Alarm, in a limited edition of 100 in steel and 20 in rose gold, with an alarm function and world times with Mexico City picked out in red, is certainly no coincidence. The watchmaker could only commit to the market if it felt the outlook was positive. When it came to investing, indicators such as the 29.7% growth in Swiss watch sales in the country for the first quarter of 2009 certainly helped dispel doubts. As Carlos Alonso explains, “During the last decade, the Mexican government has introduced zero duty on the import of Swiss watches. This initiative has helped to propel the market to the top of the Latin American league, with Brazil unable to compete due to the high duties payable on imported luxury goods. Mexico accounts for 60% of Swiss timepieces sold in Latin American.”

Goal: to achieve 2008 levels

It’s no coincidence that Jean-Claude Biver held a press conference on 21 April in Mexico City’s Azteca stadium, to promote a watch in the colours of the Mexican Football Federation. The Nyon-based watchmaker has launched a new Big Bang to celebrate this sport. And to mark two centuries of Mexican independence, it has also created a limited edition 48mm King Power Bicentenario, with 100 in rose gold and 100 in black PVD-coated steel.

Speaking at the press conference, Jean-Claude Biver drove home two points: “In terms of sales, 2009 was the second best year for Hublot in its entire history. And Mexico is a very important market for us,” he announced, before kicking the official FIFA ball in the colours of the upcoming World Cup South Africa. Hublot is one of those brands to have emerged ber after the crisis, as can be seen in Mexico. “I think the market has become more refined,” declares Ari Berger. “Customers are no longer as influenced by appearances as before. They afford more importance to the real value of the pieces; they want the history, tradition and quality that they represent.” Ari Berger is cautiously optimistic. The objective is clear: “This season, we hope to match 2008 levels”.