Import in our own name
RADAR licence and customs clearance in Coroa's own name, with a Brazilian goods invoice — NF-e modelo 55 — issued to the buyer. No under-declared shipments, no “gift” labels, no parcel held in the buyer's name.
Company incorporated · first import expected in Q4 2026
The formal channel
Brazil is missing.
Coroa is being set up to bring mechanical watches from independent European brands into Brazil — importer of record, an invoice in the buyer's name and warranty served here.
01 · What we are building
Three things the current channel does not deliver
01
02
The brand does not face the consumer here
Whoever sells to a Brazilian consumer answers to that consumer: delivery, exchange, return, service. With a local importer, the brand sells to a company and does not have to manage thousands of relationships under a consumer law that is not its own.
03
A bench here, not a customs queue
We are closing an agreement with a high-horology atelier in São Paulo so that servicing and repair happen here. Today a watch under warranty crosses customs twice and comes back months later.
How the Brazilian channel works today, in one page, written for the buyer: how to tell whether the seller is really the importer.
02 · For brands
A Brazilian channel that does not burn your pricing
We mapped, piece by piece, who sells independent brands in Brazil today: at what multiple over list, on what lead time and with what paperwork. In most cases the buyer ends up with a service invoice for intermediation — an NFS-e, not the NF-e that would prove the watch is theirs — and no one in the country to claim the warranty from.
For the brand the effect is twofold: it loses control of the price charged in Brazil and it is still the name on the dial when something goes wrong. Coroa is being built to occupy that space on the formal side.
From that survey, in numbers: the most sought-after references sell at 6 to 7.5 times the dollar value of the brand's international list — while a declared import, with every tax paid, costs around 10.6 times. The same reference was found at a 27% price difference between two sellers on the same day. Advertised lead times run from 15 to 35 business days. And the document the buyer receives is, in most cases, a service invoice — NFS-e, for curation or intermediation — rather than an invoice for the goods themselves.
Importer of record
Customs clearance and tax liability in our own name, with a Brazilian goods invoice (NF-e) issued to the buyer.
Territory
Brazil. Exclusivity is a matter for negotiation, not something we assume.
We buy firm
We buy firm, in euros or Swiss francs, by international transfer. We do not work on consignment and we do not ask for goods on deposit.
We are not a marketplace reseller
We sell through our own channel, with no third-party platform operation. That is precisely the model of the channel that exists today, and it is what we are separating ourselves from.
After-sales in country
A bench in São Paulo with a partner watchmaker, a stock of service parts and an exchange-unit programme to be agreed.
Customs competence
RADAR licence, an appointed customs broker and accounting dedicated to the import operation.
One published price
A single Brazilian price, derived from your list by a formula we disclose to you and never discount from. The tax burden on CIF does not allow another geography's price to be repeated here, and we would rather show you the arithmetic than promise an alignment that cannot hold.
A single counterpart
One contract, one policy, one person who answers.
03 · Where the operation stands
The operation comes before the stock
We have no catalogue, but we are not starting from nothing. Where each piece of the operation stands, as of September 2026:
Our own premises in São Paulo
A separate unit in Vila Olímpia with a controlled stock area. Stock is held here, not at a borrowed address.
Entity incorporated
CNPJ 69.408.666/0001-80, with the RADAR import licence granted, handled by an accounting firm engaged for it.
Customs broker appointed
Chosen after comparing proposals, not picked in a hurry.
High-horology atelier
A bench identified in São Paulo for servicing and repair. The agreement is verbal today and will be put in writing before the first purchase.
Warranty served in Brazil
The contractual term follows the one granted by the imported brand and is never below the floor set by Brazilian consumer law. Coroa answers for it, here, not the manufacturer abroad.
04 · In the meantime
The shop opens when the operation is ready
There is no catalogue on this page because there is no cleared stock yet. We prefer to announce what already exists rather than promise a date that depends on third parties.
If you follow independent brands and want to know when we open — or you represent a brand and would like to talk before that — write to contato@coroawatches.com or message +55 11 99629-3570.