Our Story

Vitoria means "victory" in Portuguese.

Vitoria's roots began in Uruguaiana, Brazil: a small town on the border of southern Brazil, Uruguay, and Argentina. It was there in Uruguaiana, circa 1945, where my grandparents opened Casa Vitoria: a local department store named in honor of the Allies' WWII victory.

Casa Vitoria was by no means a luxury store or brand, but it did offer high quality products at reasonable prices. My grandparents understood that sophistication is a combination of quality and self-respect, not a price point or brand name. Despite their success, my grandparents remained tirelessly humble. Throughout their lives, like with their store, they focused on substance rather than show. They endlessly devoted themselves to their craft, customers, and community -- rather than themselves. 

We believe their lessons are more valuable than ever today -- a day and age where posturing outshines purpose and self-admiration precedes achievement. We have tried our best to capture these lessons and concepts in our watches: humility, dependability, and subtle sophistication. Put simply, these are elegant and humble watches for elegant and humble people. 

Be interested, not interesting.

Vitoria