By Sarah Paynter

A 178-acre estate in Santa Fe, N.M., that served as a filming location for TV shows like HBO's "Succession" and AMC's "Dark Winds" is listing for $16.5 million.

Known as Rancho Alegre, the ranch is about 20 miles south of downtown Santa Fe and consists of many adobe buildings, said listing agent Neil Lyon of Sotheby's International Realty. Built in 1999, the property's 14,000-square-foot, six-bedroom house sits on a plaza with a chapel and an extra guest studio with private recording equipment.

Among its owner's unique additions are an Old West-style jail cell and a tower configured as guest suites, plus a general store, complete with antique necessities from the Wild West.

The seller is Jochen Zeitz, former chief executive of the motorcycle manufacturer Harley-Davidson and the athletic brand Puma. Zeitz, who grew up in Germany, bought the property in 2013 for about $7 million because of his lifelong passion for the American Southwest. "I would watch every Western on television, and I just had that longing to one day live in the West," he said.

Zeitz and his wife, film producer Kate Garwood, split their time between Kenya, London and Los Angeles until 2021, when they made Santa Fe their primary home so their two children could enjoy the outdoor space, he said. Zeitz split his time between Santa Fe and Milwaukee, where Harley-Davidson is based.

Now, their family is spending more time at their home in Kenya, so they have decided to downsize, said Zeitz.

The house has antique wooden doors imported from Spain and thick mud-block walls, said Lyon. Hand-plastered walls have marbled pigmentation. In the living room, two carvers spent six months climbing scaffolding to hand-carve beams on the 20-foot ceilings, said Lyon.

Zeitz spent about $5 million expanding, restoring and redesigning the house to fit his American West dreams, he said. Off the living room, he converted a bar into a cantina modeled after cowboy saloons. In the kitchen, he hung photographs by Edward Curtis, known for his portraits of Native Americans.

The property also has a carriage house storing Zeitz's collection of historic coaches and wagons, along with his motorcycles, he said. Zeitz said he mostly didn't use the estate's equestrian facilities, which include 12 stables with paddocks.

Zeitz is the owner of Segera Retreat, a safari lodge in Kenya. He was chief executive of Puma from 1993 to 2011 and was chief executive of Harley-Davidson from 2020 to 2025. His wife helped produce the 2016 film "Race" and the 2019 film "Seberg." Her industry connections lead to the property being used for filming, said Zeitz.

The median sales price in Santa Fe was $625,000 in the first quarter, down 3% from the same time last year, according to Sotheby's International Realty. In 2020, a Santa Fe ranch listed for $48 million sold for an undisclosed amount, according to Lyon, who helped represent the buyer. Lyon has the listing with his son Jake Lyon.

Write to Sarah Paynter at Sarah.paynter@wsj.com