The watch scene
South America as a whole remains one of the smaller markets of the Swiss watch industry, which only creates Oceania and Eastern Europe in the annual export, according to statistics of the Federation of the Swiss watch industry. In 2024The continent was good for just over 500,000 units, a 7.4 percent fell over 2023 totals.
But in Brazil there is a small but growing local watch scene dominated by mass market brands such as technos, which have multifunctional timepieces and smartwatches that sell for no less than 1,710 Reais, and Seculus, those experiments with ceramic and carbon fiber models, one of which sells for 1,279 Reais.
Terranova, who debuted last year in Belo Horizonte, a city in southeast Brazil, has focused on the allure of the country. The first collection, named after Rio de Janeiro’s Copacabana beach, included a steel watch of 39 millimeters, powered by a Seiko-automatic movement and with machine-painted green waves on its yellow dial, on 2,899 Reais.
Douglas Emerich, 36, the founder of the brand, noted in an e -mail that he had noticed a growing market for the award -winning watch brands “driven by increasing content creation in social media by local influencers.”
Brands such as Mido and Tissot have entered the market, he wrote, together with “New microses that surf the wave of the MicroBrands -Tree in the US and EU,” he said, he said, he is planning to introduce a second collection next year.
Statera also has plans and has collaborated with a watchmaker on a new movement to provide his third collection with power, planned for release in August (Mr. Guimarães refused to identify the person). Next year, the men said, they hope to open a new workshop outside the city center to bring their case processing and a private sales room under brand control.
But that is not the size of their ambitions. They really want to make Maringá like Glashütte in Germany – “a small city with many watch brands,” said Mr. Guimarães.
