The growth of the watch universe

The growth in the number of people interested in watchmaking has been attracting the market's attention. It is remarkable the number of pages and groups emerging to comment on the subject, whether in sales or in producing explanatory content about this universe. Considered a "expensive hobby" (and it really is), it is easy to get lost when there is not enough information, access to items is limited, and the technical terms end up distancing those who are just starting out.

I decided to write about this because it has been one of my favorite hobbies — and that of close friends as well. Here, I share a list with information ranging from where to safely find your first watch to historical curiosities of watchmaking.

PRICE: IS IT AN EXPENSIVE HOBBY?

In my view, yes. When you delve into the universe of watches, it inevitably becomes more expensive — like any other hobby. For example: you start to like sneakers and begin with an Air Force 1. Gradually, you learn more about the stories, collaborations, and resale, and before you know it, the Air Jordan 1 Chicago is already on your wishlist, or another equally expensive “grail.” Understand?

But as in all niches, there is quality and history in different price ranges. And watches are no different. That’s why I start with some ideal brands for the first contact — and where to find models with 100% reliability.

Brands like Orient, G-Shock and Casio offer design and quality for less than a thousand reais — affordable, considering the high prices in the segment. Seiko, Bulova, and Timex are also respected and deliver great models for up to two thousand reais. All these brands are available at Relojoaria Impala, which has been in the sector for 50 years.

“What inspires me every day is knowing that, through Impala, we can be part of important moments in people's lives. Seeing a customer realizing the dream of having their first watch or giving a special gift  is something that motivates me a lot, in addition to the ability a watch has to become a legacy within a family. And what fascinates me most about this industry is the rich history, tradition, and technology that the national watchmaking market carries, along with the growth potential we see in Brazil, with increasingly demanding consumers who are passionate about watches.”

— Renan Távore, curator of Impala. 

I AM IN SEARCH OF SOMETHING RARER: VINTAGE

Okay, you have reached a category that I personally like a lot: the vintage ones. Besides the growth of watchmaking as a whole, old watches have gained great prominence. In addition to classic and rare pieces from renowned brands, it is here that, in my opinion, one dives deepest into history and knowledge. You discover brands that you would never have known in conventional stores, learn about manufacturing techniques and appreciate details forgotten by time.

But where to find them? Two excellent places with specialized curation and pieces for different budgets are IVUW and Galeria Perpétua. Both have impeccable curation, which you have probably already saved in some Instagram folder. Models from brands like Rolex, Cartier, Universal Genève, Omega, Audemars Piguet, Vacheron Constantin, and Piaget appear frequently.

“What inspired me to start Galeria Perpétua was discovering, with a great friend, Seu Jairo, that watches are complex artifacts with emotional, cultural, and historical value. Knowing that a good watch can last over 100 years just telling time was a mental shock. Since then, I have dedicated 100% of my time to studying, traveling, buying, and selling watches. What fascinates me most are the brands that have been producing a single product for over a century that, if well cared for, never breaks. Trusting what I sell gives me security in all areas of life. Today, my research is focused on new players, such as Statera, Beaubleu, Ikepod, and Serica, which are and will become increasingly important for the industry.” says Hugo Fenelon, creator of Galeria Perpétua.

“I have always been someone who expresses myself with objects and style; I am basic, but I love items of differentiation since I was little. I discovered watches as a child by playing with objects left by my grandfather. After the pandemic, I had to stop working on motorcycles and cars, I needed to cut costs. I was feeling the need to have a “job” where I could express myself and show a little of who I am! Watches were a possibility, I started small selling my reviewed and authenticated pieces from my living room. After two years, today we have over 6k active clients, many cool pieces sold, and a sense of community driven by the passion for horology, history, and style.” Higor Lopes, creator of IVUW.

ICONIC STORIES IN THE SEGMENT

No, we’re not going to start with Rolex and Cartier. But some curiosities from brands that you certainly already know (and desire): Bvlgari, Breitling, and Jaeger-LeCoultre.

Bvlgari

Did you know that the world's thinnest mechanical watch was developed by Bvlgari? The Octo Finissimo Ultra, launched in 2022, is only 1.80 mm thick. A true engineering masterpiece.

Breitling

Breitling was the first brand to produce a wrist chronograph with independent buttons in 1934. Before this, chronographs used the crown to start/stop and reset the stopwatch. The Swiss brand innovated by separating these functions — something that became the standard in modern chronographs.

Jaeger-LeCoultre

A great classic: the Reverso, created in 1931, was the first watch with a reversible case. Developed especially to protect the glass during polo matches, it became one of the most iconic designs in the history of watchmaking.

EDUCATIONAL CONTENT

With a podcast on the subject and videos about curiosities, launches, and shopping tips, Bernardo Britto Entusiasta delivers educational and high-quality content about the universe of watchmaking. I had the pleasure of participating in one of the talks with him, where I shared a little about how I started this irreversible path in the world of watches.

The truth is that watches are not just tools for measuring time. They are objects of desire, of heritage, of personal achievement. Besides being a great accessory that travels through generations. They tell stories — and sometimes even make us forget about the clock on our cell phones (well, sometimes). If you are just starting out, my advice is simple: take it slow, study, observe, ask. When you look at your wrist and see more than just the time, it’s done — you have fully entered the world of watchmaking.