Bestsellers : Bestsellers Brazil

Each quarter, GMT takes a look at the bestsellers on one or several markets

Despite the extremely high taxes on watches in Brazil, some players in our market are doing an excellent job in dealing with the brands and practicing very good prices when compared with the US market – the region that our market normally uses for comparison. In 2012, many brands such as IWC, Jaeger-LeCoultre, Panerai, Van Cleef & Arpels, Bulgari, etc. opened their own boutiques in Brazil and many of them are working on the basis of a final price around 15 to 20% above the US, which is a very reasonable price in light of our high taxes.

We contacted important jewellers that work with high-end watches in Brazil ; while some did not wish to take part in this article, we obtained feedback from three of the most important (in alphabetical order) : Amsterdam Sauer, based in Rio de Janeiro ; Frattina, based in São Paulo ; and Sara Jóias, based in Rio de Janeiro.


Amsterdam Sauer

Celebrating 72 years on the market, Amsterdam Sauer has 25 stores in the most important cities of Brazil and was the pioneer in the e-commerce of watches and jewellery on the Brazilian market. Jewellery creations set with precious stones are the hallmark of this jewellery business. Amsterdam Sauer is the official dealer of Breguet, Ulysse Nardin, Revue Thommen, Vulcain and Hermès. In 2002 it was the first Brazilian jeweller’s to offer a tourbillon watch bearing its own brand name.

According to Sauer’s watch team, their bestsellers are : Ulysse Nardin, Hermès and Amsterdam Sauer.

– Executive Dual Time by Ulysse Nardin. Alongside the modern design, it is a very elegant timepiece. A very good watch, with a fair price and an “easy to adjust’ second time-zone function. The model launch enjoyed significant media and advertisement support in the country.

– Hermès H Hour. Hermes is a verywell-known and important brand for Brazilian clients who enjoy exclusivity. This model, perfect for daily use, has a blend of personality and technology.

– Genève by Amsterdam Sauer is a 100% Swiss Made watch featuring good quality and an excellent cost/price ratio. The Amsterdam Sauer brand is well known on the Brazilian market due to its sophisticated design.



Frattina is a very traditional family owned jeweller’s that has been on the market for 70 years and deals in high-end watches and jewellery. It works very hard to maintain the concept of a luxury boutique that has a close and very good relationship with its clients. Frattina, which is now run by the second generation of the family, has two stores in São Paulo and this year will open a new flagship store to celebrate its anniversary. This retailer works with ; Rolex, Audemars Piguet, Cartier, Hublot, Richard Mille, Vacheron Constantin, Chopard, Jaeger LeCoultre, Panerai, Girard Perregaux, IWC, Roger Dubuis , Bell & Ross, HYT and Montblanc. According to Mr. Jairo Waisman, their bestsellers are : Rolex, Cartier and Hublot.

– Rolex Oyster Perpetual Sky-Dweller was a very important model in 2012. It represents a revolutionary creation from the brand that combines technology, sophistication and comfort within the same watch. Perfect for the frequent traveller thanks to its second time-zone function, this watch is also robust and innovative, as confirmed by its 14 patents.

– The Cartier Tank Anglaise is a perfect example of the brand’s expertise. Created in 1917, the Tank is the iconic model that carries the brand’s history in its DNA with the Roman numerals, blue hands, etc.

– Hublot King Power Unico GMT, with its in-house movement, attracted the attention of many watch aficionados. It is an evolution of the Unico chronograph with GMT function and indication of 24 different time zones.


Sara Jóias

Sara Jóias was founded in 1977 and its first store was located in the elegant and world-famous district of Ipanema. Today the jeweller has stores in São Paulo, Rio de Janeiro and Porto Alegre. Sara Jóias designs and produces its own jewellery featuring top-quality materials and special attention devoted to the colours of the gemstones carefully chosen by their specialists. They carry 14 watch brands; Audemars Piguet, Cartier, Chopard, Graham, Hublot, IWC, Jaeger-LeCoultre, Panerai, Piaget, Rolex, Tudor, Richard Mille, TW Steel and Vacheron Constantin, According to Mr. David Zilberman, their bestsellers are: Hublot, Rolex and Cartier.

– Hublot is growing by attracting the attention of collectors with its limited editions such as the Ferrari, the Laja Bang created by Laja Zylberman (jewellery designer at Sara Jóias) and the Fla Bang developed for Flamengo, the second most important soccer team in Brazil.

– Rolex is a watch industry “Icon” that sells very well, specially the sporty versions such as the GMT, Submariner, Explorer and Daytona.

-Cartier Ballon Bleu and Calibre are doing very well among young customers.

Review overview