At a time when checking the time is as simple as unlocking your phone, watches have lost their original function. However, far from disappearing, they have acquired a new meaning: that of
to express identity, style, and a distinct way of understanding this artisanal craft. With this purpose, the brothers Nico and Alejandro Cata they launched ClocksBcn in 2019, a project that vindicates the artisanal value of watchmaking and understands it as a symbol of identity. Social media has been key in this process, as it allows them to expand their reach, break with the stereotypes of a historically hermetic sector, and connect with a new generation. Specialized in iconic firms such as Rolex, Cartier or Omega , its approach is not exclusively limited to the buying and selling of watches: it is based on the careful selection of each piece, personalized advice, technical support, and the history behind each watch. "We like to understand the watch as something more than a simple object," emphasizes Alejandro Cata, co-founder of the project. " It is a symbol of identity. It differentiates us, it characterizes us. Today this element has lost its original function, because we no longer need it to tell time, but we continue to wear it as a form of expression and identity." The story of ClocksBcn is born, precisely, from Alejandro Cata's intimate passion for watchmaking. The young man from Barcelona discovered his interest in watches very early on, creating a small collection marked by sentimental value. Among his most prized pieces are a Seiko Diver inherited from his father when he was 16, and a 1930s monopusher chronograph that belonged to his great-grandfather. However, it wasn't until he was 21 that he decided to buy his first watch, gifting himself a Tudor Heritage and starting his own collection that would later lead him to develop his own business. The history of ClocksBcn is born, precisely, from Alejandro Cata's intimate passion for watchmaking. © ClocksBcn "Each watch has a story. They are like amulets that connect eras, people, and moments" , explains Alejandro. That curiosity led him to train with professionals in the sector before launching his own project for buying and selling high-end watches in 2019. That impulse ended up infecting his brother Nico, who, after finishing his studies in ADE (Business Administration and Management), decided to join the project, contributing a more strategic vision. A new generation in a traditional sector In a sector traditionally associated with more veteran profiles, ClocksBcn represents a new generation that seeks to redefine the conception of watchmaking and the stereotypes that frequently surround it. "It's not common to see two young guys at the helm of a business like this. Customers usually trust profiles with more experience," Nico acknowledges. "But precisely our age allows us to connect with people who previously didn't feel part of this world," adds the co-founder. This link is especially strong with the Generation Z, an audience that has shown a growing interest in vintage pieces, craftsmanship, and objects with history . Brands like Cartier have gained prominence among these profiles due to their aspirational and aesthetic character. ClocksBcn has established itself as one of the first projects in Spain to disseminate specialized content in this field. © ClocksBcn To connect with these new generations, social media has become their main ally. Closeness and transparency have been key to translating a traditional craft like watchmaking into current language. Today they have consolidated as one of the first projects in Spain to disseminate specialized content in this field , accumulating thousands of followers (more than 21,000 on Instagram and 16,000 on TikTok). In their videos, they show everything from watch repair and verification processes to negotiations with clients or international trips to learn about global market trends. This approach has allowed them to bring their project closer to new generations while continuing to attract experienced collectors. Although many of their followers cannot yet afford watches costing thousands of euros — its catalog ranges between 3,000 and 13,000 euros —, find a source of inspiration in ClocksBcn. "Owning a watch can also be an aspirational goal. Perhaps they cannot acquire it now, but they can in the future," says Alejandro. With this approach, they also contribute to revitalizing a sector that, in Spain, they believe is still developing compared to countries like Switzerland, Germany, or Italy, where these pieces have a greater tradition and recognition. At ClocksBcn, not only a catalog of pre-selected watches, but also search, advisory, and verification services for pieces. © ClocksBcn Among their recent actions, the collaboration with content creator Nil Ojeda stands out. He has millions of followers on social media (more than 2.6 million followers on Instagram and 4.2 million on Tiktok) and came to ClocksBcn with a very specific request: to find a Rolex Oyster Perpetual with a white dial, a variant difficult to obtain due to its limited production. "When you are looking for a very specific model, you need expert advice. There are pieces that are not easily available on the Internet and require an international network of contacts," explains Alejandro. This type of accompaniment is part of their proposal: they not only offer a catalog of pre-selected watches, but also search services, advice, and the verification of specific pieces to guarantee their authenticity. In this case, the project with Nil Ojeda went beyond simple acquisition. Through his brand Milfshakes , Ojeda launched a special edition of the watch artistically intervened with fly vomit. ClocksBcn participated not only in the search, but also in the manipulation of the piece together with a master watchmaker. "The watch had to be intervened with great care. We were taking a risk, so it was essential to do it well," recalls Nico. From social media to a meeting point in Barcelona Although its growth has been mainly digital, the opening of its physical store a year ago marked a turning point in the project's history. Located in the old Boulevard Rosa on Passeig de Gràcia, ClocksBcn defines the space more as a gallery than as a traditional shop. "The store is a showroom , a meeting point," says Nico. "We want people to come, try, ask, and feel comfortable. It's not just about buying, it's about living the complete experience." Although ClocksBcn's growth has been mainly digital, the opening a year ago of its physical store on Passeig de Gràcia marked a turning point in its history. © ClocksBcn In a sector where trust is key, human contact remains fundamental. "You can see a thousand watches online, but nothing replaces the in-person process: trying it on, touching it, and having someone accompany you," he adds. Thus, each piece in their catalog goes through an exhaustive verification process: guaranteed authenticity, expert review, and meticulous selection. "Not every watch enters ClocksBcn. There is an aesthetic and quality criterion that we want to convey. We review the provenance, the condition, the originality... it's an almost artisanal process," Nico emphasizes. With all these services—from repair and polishing to the search for specific parts and personalized advice—ClocksBcn has consolidated a project that transcends the simple buying and selling of watches. Its proposal is based on a different way of understanding watchmaking, where each piece retains its identity value and also aspires to reconnect with new generations. Because, as Nico reminds us, for them "a watch is not only for measuring time; it also holds stories, moments, and memories."
Add The New Barcelona Post as your preferred Google source for free
Stay informed with the latest news.
Activate now
