Seculus

Seculus is a Brazilian watch company headquartered in Manaus that sells women's and men's watches under its own name. It has also moved into fashion accessories, adding handbags and distributing international jewellery and watch labels in Brazil.

What is Seculus?

Seculus is a Brazilian watch company with its headquarters in Manaus. Its own label offers women's and men's watches in collections designed for different styles and occasions, sold through Brazilian jewellers and watch retailers as well as its own online store.

Products and positioning

Watches are the company's original business. Under president Alexandre Azevedo, Seculus set out to broaden its scope, with the stated aim of becoming a fashion accessories business rather than purely a watch company. As part of that shift it launched a handbag line under the Mondaine name.

• Women's and men's watches under the Seculus brand
• Handbags under the Mondaine name
• Distribution of Calvin Klein jewellery and watches through an agreement with the Swatch Group
• Exclusive distribution of Swarovski semi-precious jewellery and watches in Brazil

The company has indicated that further categories such as eyewear, cosmetics, wallets and belts could follow, possibly through acquisitions.

Why it matters

Seculus illustrates how a domestic watchmaker in Brazil can use its retail relationships with jewellers and watch stores to build a wider accessories portfolio, combining an own brand with distribution rights for international labels in a market where imported fashion brands often rely on local partners.

Frequently asked questions

Where is Seculus from?

Seculus is a Brazilian watch company headquartered in Manaus.

What does Seculus sell?

Seculus sells women's and men's watches and has expanded into handbags, while also distributing Calvin Klein and Swarovski jewellery and watches in Brazil.

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