Created eight years ago, the Watch Garage brand’s reputation was built up over years of online work. The transition to a physical space in partnership with watchmaker Pedro Soares (Atelier do Relógio) has allowed the experience offered to customers to be expanded, with the prospect of holding events and workshops, all in a welcoming environment for watch lovers. 

For those who don’t know, what is Watch Garage?

Watch Garage was created eight years ago; at first, with vintage watches only. Because people started asking for more modern watches and more up-to-date things, I started offering a mix of vintage watches, modern watches, and multi-brands. At the moment, we have watches ranging from an affordable 250 euros to 15, 20 thousand euros. I don’t have a favorite brand or favorite model. To this day, I’m sticking to this trend, and we have watches for all purses. 

Watch Garage doesn’t live by watches alone…

True! I have always been a bracelet fanatic. And I wanted to have bracelets made in Portugal. It was an adventure to find someone who wanted to do what I asked. I found someone in São João da Madeira who had a company that made bags and wallets. I spent almost two years working with him until we created a line of bracelets made in Portugal. The watch rolls and boxes were also made here. Since 2019, we have also had a line of Watch Garage accessories, designed and conceived by us and made in Portugal. 

Was a purely online presence a challenge?

Trust is fundamental. That’s the difficulty of working online. It takes time because it has to be built, it’s something that comes from your customers. About two years ago, I saw people on forums asking if it was safe to buy a watch from Watch Garage. One of the things that made it click for me, that said: “OK, I’ve done it”, was when I saw people asking those questions and someone replied: the good guy from Porto. Then you have to keep at it and keep working. A client to whom you sell a watch can make a post and reach 10,000 people. A very large audience. 

Read the full interview in JOIAPRO LUXURY WATCHES 11.