ACTO Watches, the innovative luxury watch brand founded by Brazilian entrepreneur Thiago Chiká, is embarking on remarkable growth as it aims to carve out a niche between traditional watchmakers and high-end luxury brands. Launched only three years ago, ACTO is finding success with affordability and unique design at the forefront of its offerings.
According to Thiago, "Queremos entregar um produto próximo ao das marcas de luxo em termos de qualidade e design, mas com um preço abaixo, mais perto das marcas tradicionais" (We want to deliver a product close to luxury brands of quality and design but at prices nearer to traditional brands). His ambitious vision clearly establishes ACTO's identity — offering luxury-quality watches at more accessible prices.
Established in 2020, ACTO Watches is on track to achieve revenue of approximately R$ 8 million this year, solely from its online sales. The startup has managed to operate at breakeven since its first year, and according to Thiago, it has big ambitions for the future. He foresees revenues between R$ 15 million and R$ 20 million by 2025, fueled by the expansion of their watch lineup and plans to branch out to jewelry, as well as opening at least one retail location within one of São Paulo's major shopping malls.
Thiago, who created ACTO alone at the age of 21, drew considerable support from his father, who previously founded and operated a leather manufacturing company in China. His father's guidance was instrumental, particularly where sourcing and importing components were concerned. "Toda a parte de importação, de como procurar os fornecedores, foi o meu pai que me ensinou" (My father taught me the whole import side, how to look for suppliers), shared Chiká, indicating the familial roots of his entrepreneurship.
What sets ACTO apart from its competitors not only lies in its pricing strategy but also the unique design features of each model. Popular choices among consumers include the AS01 Angra — inspired by the breathtaking landscapes of Angra dos Reis — and the A003B, crafted by designer Erich Shibata, known for his work with executive jets and classic automobiles. By offering limited and numbered editions, ACTO instills exclusivity with its products.
Thiago has also actively pursued marketing partnerships with notable athletes, including professional Brazilian tennis players Gustavo Heide and Rafael Matos, as well as golf player Felipe Navarro and Stock Car drivers Bruno Baptista and Arthur Leist. He explains the rationale behind this strategy, asserting, "A ideia é transformar a marca num símbolo de conquista, inspirando as pessoas a buscarem o que é seu" (The idea is to transform the brand INTO A symbol of achievement, inspiring people to seek what is theirs). These sponsorships have cultivated brand recognition and appeal, particularly among younger demographics.
The success of ACTO Watches is not merely attributed to design and pricing but also strategic marketing initiatives. "Acho que a ACTO chamou muita atenção pelo nosso modelo de lançamentos" (I think ACTO has drawn much attention because of our launch model), remarked Thiago, focusing on their limited-time offerings. He believes this creates urgency among consumers, leading to higher sales and customer interest, prompting what he refers to as the "fear of missing out" phenomenon.
While ACTO Watches continues to expand its local footprint, Thiago is already eyeing international markets, hoping to sell watches to the United States and Saudi Arabia. This strategic international push could provide ACTO with opportunities to increase its revenue streams and solidify its brand on the global stage.
With ambitious plans, strategic marketing, and unique product offerings, ACTO Watches symbolizes the next phase of Brazil's watch industry. Reflecting on his brand's future, Thiago believes they are well-positioned not just within the Brazilian market but also ready to take on the world stage. The combination of his experience, his father’s invaluable guidance, and present strategies promises to cultivate ACTO Watches as both popular and prestigious.
