Miguel Neves, COO of Marcolino - “[…] these 100 years are giving us good momentum.”

One of Portugal’s most iconic watch and jewellery houses is set to celebrate its centenary in 2026. History and the future come together in the commemorative programme organised by Marcolino, dedicated above all to the community of Oporto. Villas&Golfe spoke to Miguel Neves, COO of the historic watch boutique, telling us not only about this special celebration of the past, but also about the company’s commitment to the future.

What significance does Marcolino’s 100th anniversary hold?
Above all else, these 100 years are backed by a rich history. We have now reached the fifth generation of the brand. António Marcolino founded Marcolino in 1926 in Santo Ildefonso, before moving to Rua Santa Catarina in 1937. The business was taken over by Adriano Magalhães, then by Senhor Moura, and finally my father and uncle took over in 1986. So, these 100 years bring with them a wealth of tradition and stories. There are many generations of families who have made purchases at Marcolino. Grandparents used to shop here, then their children, and now their grandchildren. You don’t celebrate a hundred years every year. We are proud to be in Oporto; we love the city very much.We organise events for the city and share its essence. We have no intention of leaving here. We are a regional brand.

Tell us a little about the commemorative programme ‘100 Years Telling Stories’
Our commemorative programme features a number of initiatives. An art competition is currently underway. An open call, in which we’ve challenged young artists to create an artistic installation between the Marcolino building and the neighbouring building, which we recently acquired. Within the company itself, we’ve created a 100th-anniversary pin, designed by our goldsmith, for every member of our team. We’re also organizing a social initiative to furnish a care home in São Bento da Vitória. We’re going to hold a major celebration with a 100th-anniversary gala, and we’re preparing special commemorative decorations for Christmas. We have also hired some historians and are putting together a book on the history of Marcolino and the watchmakers of Oporto. But there is one particularly special project: we are going to present the city of Oporto with a clock, which will be installed in Praça dos Poveiros, to mark our 100th anniversary.

You have recently acquired a new building, next to the Majestic, which is to be redesigned by Siza Vieira. What is the intention behind this investment?
The goal of this investment is to extend our premises and expand our range of brands. The upper part of the building will also include luxury two- and three-bedroom apartments. 

“[…] we are going to present the city of Oporto with a clock, which will be installed in Praça dos Poveiros, to mark our 100th anniversary.”

What truly sets Marcolino apart in the world of fine watchmaking?
Our main focus is the experience our customers have, from the moment they walk in until they leave, whether they buy something or not. I think what really sets us apart is the experience itself. We constantly strive to make a lasting impression on our customers and ensure they take that impression with them. Because a customer is free to buy a watch here or elsewhere, but we do our utmost to ensure they truly take a memory home with them.

What do you find more difficult for a century-old brand: preserving its identity or staying relevant?
Both. It’s not that it’s difficult, but it’s a daily challenge. We do a lot of work with tourism as well. And these days, customers know exactly what they’re looking for. They come in having done their homework. In the past, customers would come in just wanting to buy a watch. Nowadays they’re more confident and informed, because the Internet has made that possible.

Nowadays, what sets the premium experience at Marcolino apart?
We work hard to make sure the experience is always unique. We often invite customers to come up to this room where we’re sitting, which is a bit more private. I’ll give you an example: the other day I had a customer here. I placed the watch box on the table, with a key inside, but the watch wasn’t there. I had placed the watch in a display case, hidden away. The customer saw the box, saw the key, but didn’t quite understand. There was that moment of uncertainty. I opened the display case, he came up, the lights came on, a video of the watch played, music started… and a mix of emotions was created, which is exactly what we want to convey. We opened a bottle of champagne, as you would expect. Some customers like to take the cork. They sign it with the date and time, along with the watch model, and take it home as a keepsake. There are an infinite number of options we can create to mark the moment; all you need is imagination. On the other hand, our technical support also sets us apart and this is an area in which we want to invest more. About two years ago we refurbished this area and created a clinical laboratory. The sale doesn’t end the moment the customer buys. We’re always here for the customer should they have any problems, and it’s very important to convey that reassurance to them during the sale. As a customer, when I buy a product, I like to know they’re there for me.

Marcolino literally works with time. Does that change the way you look at the business?
It even changes the way I live my life. I pay a lot of attention to time and value it highly. More and more so. But, looking at the business, we obviously look at time in a different way. The challenge is to combine tradition with innovation, and these 100 years are giving us good momentum. We don’t want to be stuck in the past. We want to innovate, while maintaining tradition and honouring our history.

“As a customer, when I buy a product, I like to know they’re there for me.”

How would you describe the present state of the luxury sector? Have luxury customers changed over the last ten years?
There is a somewhat different perception of luxury nowadays. Luxury is now available online, but in my opinion, that is not true luxury. Luxury is about experience, emotion and personalisation. The concept has been evolving over the years.

We imagine that, on a personal level, a fondness for watches is only inevitable. Is there any particular piece in your collection that has made a mark on you? Do you have a favourite brand?
There is one brand that inevitably stands out due to how much sales it generates. I don’t have a favourite watch, but I enjoy building my collection, not just with Rolexes, but also with Omegas and IWCs. Little by little, I’m acquiring one model from each brand. But, inevitably, my first proper watch was a Rolex.

Nowadays, most of us check the time on our mobile phones. What is it that keeps watches relevant?
These days, a watch isn’t used to tell the time, even though I do check the time on it. A watch is an accessory, just like a necklace, earrings or rings. Above all else, it is a gentleman’s accessory, one that completes his look and can also reflect his status and identity. In a way, it can also become a family heirloom. Many grandchildren come to have their grandparents’ watches repaired, either to wear them or to keep them, as part of a tradition passed down from generation to generation.

What is your greatest promise for the future?
To be here to serve and to continue to make our mark, both in the city of Oporto and across the country. We want to remain a high-profile brand that people keep at the forefront of their minds. We’ll be here to welcome them.

“I don’t have a favourite watch, but I enjoy building my collection[…]”

Text: Carla Martins
Photos: Ana Nogueira