Import in our own name
RADAR licence and customs clearance in Coroa's own name, with a goods invoice issued to the buyer. No under-declared shipments, no “gift” labels, no parcel held in the buyer's name.
Being incorporated · first import in Q4 2026
The formal channel
Brazil is missing.
Coroa is being set up to bring mechanical watches from independent European and Japanese 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.
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 an intermediation receipt — not a goods invoice proving 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 exists to occupy that space on the formal side.
Importer of record
Customs clearance and tax liability in our own name, with a goods invoice issued to the buyer.
Territory
Brazil. Exclusivity is a matter for negotiation, not something we assume.
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 case-parts kit and a swap-unit programme to be agreed.
Customs competence
RADAR licence, an appointed customs broker and accounting dedicated to the import operation.
One published price
A policy aligned with your geo-pricing, with a single advertised price.
A single counterpart
One contract, one policy, one person who answers.
We answer any enquiry from a brand within two business days.
03 · What already exists
The operation comes before the stock
We have no catalogue, but we are not starting from nothing. What is already in place, as of September 2026:
Our own premises in São Paulo
A separate unit in Vila Olímpia with a reinforced door, cameras and alarm. Stock is held here, not at a borrowed address.
Entity being incorporated
With the RADAR import licence under way, handled by an accounting firm engaged for it.
Customs broker appointed
Chosen after comparing proposals, not picked in a hurry.
Partner high-horology atelier
A bench in São Paulo for servicing and repair, agreed 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.