Relojoaria Real

What Relojoaria Real does

Relojoaria Real is a Brazilian e-commerce retailer specializing in watches and jewelry accessories, operating under the legal entity Sergio Luis Antonelli- ME (CNPJ 54.567.953/0001-65) and headquartered in Tietê, Brazil. Founded in 1979 by Sérgio Antonelli, the company has been in continuous operation for 47 years and currently employs 19 people. Its catalog spans two main product lines: watches from multiple international and Brazilian brands (Ana Hickmann, Casio, Champion, Citizen, G-Shock, Lince, Magnum, Orient, and Technos) and fashion accessories including earrings, chains/necklaces, and bracelets for both men's and women's segments.

The business is built on the Loja Integrada SaaS e-commerce platform, which provides standard storefront functionality: customer accounts, shopping cart, wishlist, order tracking, and product categorization. The site is secured with SSL (256-bit encryption) and Google Safe Browsing certification. Relojoaria Real operates as a direct-to-consumer online retailer serving Brazilian consumers exclusively, with no physical retail presence disclosed. Payment methods include credit card, PIX (Brazilian instant payment), and boleto via Pagali.

The revenue model is straightforward one-time retail sales of watches and accessories to individual Brazilian consumers through the e-commerce storefront. There is no subscription, licensing, or recurring revenue component. Marketing is limited to the e-commerce website itself and an email newsletter for promotional offers. The company is structured as a sole proprietorship (micro-enterprise / ME designation) under founder Sérgio Antonelli, with no external investors, parent company, subsidiaries, partnerships, or institutional ownership identified. Pricing is not publicly disclosed beyond product-level R$ pricing on the storefront.

Name

Relojoaria Real

Legal name

Sergio Luis Antonelli- ME

Website

https://relojoariareal.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Relojoaria Real is a 47-year-old Brazilian e-commerce retailer based in Tietê that sells watches (Casio, Citizen, G-Shock, Orient, Technos, Ana Hickmann, and others) and jewelry accessories (earrings, chains, bracelets) directly to Brazilian consumers through a Loja Integrada online storefront.

Ownership category

akta.pro rank

Product category

Watch and Jewelry Retail

NAICS

Jewelry Retailers (458310), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYCRAKADAL

Watch Retail (Authorized Dealers, Boutiques, Omnichannel)

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Watches & Timepieces

SECONDARYCRAKAGAF

Luxury Department/Flagship & Multi-brand Boutiques (Jewelry/Watches)

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Jewelry & Watch Retail (Omnichannel/Specialty)

SECONDARYCRAFAEAH

Jewelry, Watches & Luxury Omnichannel

Consumer Products & Retail/E-commerce & Marketplaces/Omnichannel Retail E-commerce

Keywords

• Watch retail
• Jewelry ecommerce
• Fashion accessories
• Brazilian watch store
• Timepiece retail

Headquarters

HQ city

Not specified

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Retail Sales of Watches and Accessories: The company generates revenue through direct retail sales of watches (brands including Ana Hickmann, Casio, Champion, Citizen, G-Shock, Lince, Magnum, Orient, and Technos) and accessories (earrings, chains, bracelets) to consumers through their e-commerce platform.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Relojoaria Real is a Brazilian e-commerce retailer that sells watches from multiple international and domestic brands (Casio, G-Shock, Citizen, Ana Hickmann, Champion, Lince, Magnum, Orient, Technos) alongside fashion jewelry accessories such as earrings, chains/necklaces, and bracelets. The business also handles manufacturing and maintenance of jewelry and watches, and operates an owned online storefront serving Brazilian consumers with home delivery, exchange, and return policies.

Product overview

Relojoaria Real is a Brazilian e-commerce retailer specializing in watches and jewelry, founded 47 years ago by Sérgio Antonelli. The company operates a unified e-commerce platform offering two main product lines: watches from multiple international and Brazilian brands (Casio, G-Shock, Citizen, Ana Hickmann, Champion, Lince, Magnum, Orient, Technos), and fashion accessories including earrings, chains/necklaces, and bracelets. The business focuses on sale, production, and maintenance of jewelry and watches through its online store.

Differentiator

Problem solved

Functional benefit

Products and services

• Relógios (Watches) A curated selection of watches from multiple brands including Ana Hickmann, Casio, Champion, Citizen, G-Shock, Lince, Magnum, Orient, and Technos, catering to both men's and women's segments.
• Acessórios (Accessories) Jewelry and accessory collection including earrings, chains/necklaces, and bracelets for both masculine and feminine segments.
• Casio Watches Japanese watch brand known for durability and innovative features, available in various styles including G-Shock.
• G-Shock Watches Casio's premium shock-resistant watch line popular for sports and outdoor use.
• Citizen Watches Japanese watch manufacturer known for Eco-Drive technology and precision timepieces.
• Ana Hickmann Watches Brazilian fashion brand watches designed by Ana Hickmann, combining elegance and style.
• Champion Watches Athletic-inspired watch brand known for sporty designs and quality craftsmanship.
• Lince Watches Watch brand offering stylish timepieces for everyday wear.
• Magnum Watches Watch brand known for robust and reliable timepieces.
• Orient Watches Japanese watch brand offering automatic and mechanical watches for both masculine and feminine segments.
• Technos Watches Brazilian watch brand offering contemporary timepieces with modern designs.
• Brincos (Earrings) Earring collection offering various styles and designs.
• Correntes (Chains/Necklaces) Chain and necklace accessories available in feminine and masculine styles.
• Pulseiras (Bracelets) Bracelet accessories available in feminine and masculine styles.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves2 records

Broad incumbents

• Americanas: One of Brazil's largest e-commerce marketplaces selling watches, jewelry, and accessories alongside general merchandise. Comparable as a Brazilian online destination for watch and jewelry purchases, competing for the same consumer wallet.
• H.Stern: Iconic Brazilian jewelry brand and retailer with both physical boutiques and online sales. Comparable as a long-tenured Brazilian jewelry retailer, but focused on proprietary fine jewelry rather than multi-brand watch retail.
• Magazine Luiza (Magalu): Major Brazilian omnichannel retailer carrying watches, jewelry, and accessories alongside a much broader assortment. Comparable as an e-commerce channel for watches and jewelry in Brazil, but competes at much larger scale and breadth.
• Casas Bahia: Large Brazilian omnichannel retailer offering watches and jewelry within a broader product mix. Comparable as a Brazilian watch/jewelry e-commerce competitor, though operating at far larger scale with strong nationwide logistics.

Direct peers

• Vivara: Brazil's largest jewelry retailer operating a nationwide omnichannel (e-commerce + physical stores) network. Directly comparable as a Brazilian jewelry and watch e-commerce player targeting similar consumer segments, though with far broader assortment and scale.
• Pandora Brasil: Brazilian e-commerce operations of Pandora, the global jewelry brand. Comparable as a Brazilian online jewelry and accessories retailer serving similar fashion-conscious consumers, though brand-owned rather than multi-brand.

Others

• Renner: Brazilian fashion and lifestyle retailer with growing accessories and watch assortment online. Indirectly comparable as a Brazilian omnichannel retailer competing for fashion-accessory spend, though apparel-focused rather than watch-specialist.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/relojoaria-real

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Relojoaria Real