It started five years ago selling watches named after fruit, in popsicle colors. Today serious collectors wear them. The 02SERIES Gen2 is proof that color and rigor don't have to fight.
Mido is Swiss. It has official distribution in Mexico and Colombia through the Swatch Group. Its Ocean Star 200—textured dial, aluminum bezel, 80-hour power reserve, 200m water resistance—is priced at $980 USD. An estimated $20,000–$23,000 MXN at an authorized retailer. The argument that "Swiss" always means more expensive than Japanese has just lost its most convenient premise.
Seiko quietly updated its most beloved retro GMT diver: 300m water resistance and a 15mm micro-adjustable clasp, without changing the exterior design. The price rose to $1,700 USD—estimated at $34,000–$38,000 MXN in Mexico. The defining question for this franchise: Is it still the affordable Seiko the Hispanic community expects, or has it crossed the line into competition with Swiss watches?
Two watches. Two buyer profiles that don't overlap. The Casio Pro Trek PRJ-01 for those who live outdoors or want a watch that will never let them down in the field. The Timex Marlin Automatic for those who want an automatic that…
TAG Heuer collaborated once again with Gulf Oil on the F1 Automatic chronograph: sandblasted titanium case and bracelet, forged carbon bezel, and the blue and orange livery that made a Porsche 917 a Le Mans legend.
The Khaki Field Auto The Odyssey Limited Edition costs $1,495, is capped at 2,112 pieces, and never once appears in the film that inspired it.
Since 1988, Tissot has been the Official Timekeeper of the Tour de France. It's not just a brand sponsorship. It's the brand that determines who wins. An analysis of 38 years of partnership and the new PR 100 Tour de France 2026.
Orient doesn't usually make watch-world headlines, but 2026 should change that. The brand launched its first-ever no-date Bambino, redesigned the Mako 40 with Kamasu-inherited hands, and released a 2,300-piece limited edition of the blue-gradient Stretto Date. Here are the three watches of the season worth a look — one for each type of Spanish-speaking buyer.
The Spanish-speaking community had been asking for a smaller Black Bay Chrono for years. Tudor just delivered it in yellow and black, right before the Tour de France. Price in Mexico: estimated MXN $135,000–$145,000. The question is whether the wait was worth that number.
Masami Watanabe spent more than thirty years bringing Western luxury watches to Japan. Then he asked why Japan had no answer of its own. Kiwame Tokyo is that answer — and the Kubo is its most sophisticated statement yet.