Trademark registration in Mexico - The ultimate guide

As the second-largest economy in Latin America and a member of numerous international trade agreements, including NAFTA (now USMCA), Mexico presents significant opportunities for foreign investors. Establishing a commercial presence in Mexico provides companies with access to a large and growing market and facilitates expansion into the broader Latin American region.

Given Mexico's 'First-to-File' system, obtaining trademark protection is highly recommended, even if branded products are not yet sold in the country. Any business wishing to ensure its brand is well-protected before expanding internationally should consider Mexico a priority on its trademark list.

The Mexican Institute of Industrial Property (Instituto Mexicano de la Propiedad Industrial, IMPI) is responsible for examining, granting, and administering intellectual property rights, including patents, trademarks, and designs in Mexico.

Mexico is a "First-to-File" jurisdiction, meaning applicants who first apply for a trademark are assigned trademark rights and given priority over others, regardless of the actual use of the trademark in commerce.

It generally takes 2 to 6 months to register a trademark (from filing the application to the final decision), provided there is no objection or opposition lodged against your application. In the event of opposition, the process may take longer.

The fee for filing a trademark application is approximately MXN 2,457 (approx. $147) per class. Additional fees may apply for multi-class applications.

Both domestic and foreign applicants can file for trademark registration in Mexico. Foreign applicants must appoint a local representative who is a resident in Mexico and a registered trademark agent.

5. Registration and issuance of certificate:

If the application passes the substantive examination and any opposition proceedings, IMPI will grant the trademark registration, and the applicant must pay the registration fee. Once paid, IMPI will issue the registration certificate.

After publication in the Industrial Property Gazette, there is a 10-day period during which third parties can file oppositions. If an opposition is filed, the applicant will be notified and given a chance to respond.

From 2019 to 2023, Mexico's trademark application success rate averaged 71.62%. The success rate is influenced by several factors, including:

A trademark in Mexico lasts for 10 years from the date of registration. It can be renewed indefinitely for subsequent 10-year periods.

When it comes to filing your trademark application in Mexico, there are three main paths: going through WIPO (Madrid System), filing directly, or using a dedicated service like Trama.

WIPO allows you to file a single application that can cover multiple countries. However, it’s built around your “home” trademark—if that original application is rejected or withdrawn within the first five years, all the international filings linked to it are automatically canceled. You also have to choose from a limited list of goods and services, which often don’t fully capture what your business offers. That limitation alone can lead to weaker protection and more conflicts down the line. Lastly, if any trademark office raises an objection against your application, you’ll need to hire a local attorney yourself to resolve the issue.

Direct filing, on the other hand, avoids the dependency on your home trademark and gives you full flexibility in how you define your products or services. But it’s also more expensive and time-consuming if you're targeting more than a few markets, since each country requires a separate application.

That’s where Trama steps in with a smarter, more flexible solution. We tailor each trademark strategy by combining both WIPO and direct filing, based on what works best for your business. Need protection in countries not covered by WIPO? We file direct. Only targeting a few markets? We avoid the WIPO base fee entirely. Want help with objections? Our network of local attorneys is always just a click away.

In short: Trama gives you the best of both worlds—global coverage, cost efficiency, strong protection, and expert support—without the compromises of doing it alone. Find out more about filing your trademark through Trama.