New store in the center of Cascais.
Torres Joalheiros has now opened its third store in Cascais. Located in the main avenue of Cascais (Alameda dos Combatentes da Grande Guerra), the store officially opened on the 22nd of March. With a privileged location, in a place of prestige, Torres Joalheiros brings the well-known brands that already represents, such as: Rolex, Chopard, Tag Heuer, Jaeger-LeCoultre, Messika, Girard Perregaux, Tudor, among many others.
With more than 50 collaborators, we now find the fourth and fifth generation in charge of leading the company. João Carlos and his sons, Ricardo and Paulo, both ahead of the administration board. Ricardo is more focused on security and new projects and Paulo in managing the Rolex brand. Marta and José Pedro, children of Pedro Torres are in charge of distribution and IT, respectively. Still, in the family department, Filomena and Rita Torres are both in charge the sales fields.
Torres’ brand strategy still relies on the same values of 100 years ago but has evolved in some many different aspects. Torres Joalheiros has now a bigger range of services such as the Private or even wedding lists, now also available online with the launch of the brand new website.
Forever by Torres
Presentation of the collection Forever by Torres, which is now part of Torres’ group.
Inauguration of the first Torres Flagship Store in Avenida da Liberdade.
Torres Flagship store was the last shop that inaugurated. The Flagship store in the heart of Avenida da Liberdade, has the biggest showcase of jewelry and prestigious watches in the city. It compiles customized spaces for Rolex, Chopard, Jaeger-LeCoutre, Montblanc and Tudor.
Currently, there are seven Torres stores that can be found in Avenida da Liberdade, Rolex Boutique Colombo, Cascais, CascaiShopping, Colombo, Pimenta and Torres Ouro both in Rua da Áurea. These are all in the Lisbon area
Rolex Boutique in Portugal
A unique exhibition of prestigious watchmaking and jewelry to present the collection CEMTURY by Torres is organized to commemorate Torres 100 year’s birthday.
With a relationship with more than 40 years with Rolex, Torres decides to open the first Rolex Boutique in Portugal in the shopping center Colombo, also a motif to celebrate the company’s 100th anniversary
Opening store in Cascaishopping mall
The inauguration of Cascais shopping center with a Torres store is determinant to the expansion of the brand Torres in Lisbon’s suburbia.
In this shop, it is possible to find some very prestigious brands such as CHANEL, Jaeger-LeCoultre, and TAG Heuer.
Jaeger-LeCoultre watch on the Arc of Augusta Street
The prestigious Swiss watchmaking Jaeger-LeCoultre created the watch exposed in the Arc in Rua Agusta in Lisbon, in partnership with Torres and IGESPAR.
“Raymond Weil Carlos do Carmo”
As a tribute to the famous fado singer Carlos do Carmo, Torres presents a limited edition Raymond Weil watch. During the past years, Torres has been paying attention to the cultural and aesthetical values and it is always conscious of their timelessness. As a brand with a strong tradition and rigorous standards of quality, Torres understands the important of the arts in the cultural outlook.
The National Hunting Grounds of Mafra
The social cause was always a Torres’ motif of concern. In 2004, nine months after the violent fire that destroyed the National Hunting Grounds of Mafra, through the Audemars Piguet Foundation, Torres Joalheiros along with the Forest Resources Department, outlined the purpose of recovery and reforest the affected areas.
Also, in this year Piaget, Rolex and Chopard joined the other labels in Torres Joalheiros.
Reverso Project, Portuguese Art of Jaeger-LeCoultre
The bottom of Jaeger-LeCoultre’s Reverso watch became an iconic canvas of timeless artistic expression. A challenge produced by Torres and accepted by artists such as Júlio Pomar (2000), Manuel Cargaleiro (2001), Paula Rego (2002) and José de Guimarães (2003), who created artistic watches with a high emotional value, sought by big international watch collectors.
At this point, Torres becomes a homogeneous group of companies, selling points and a business that looks to the future with confidence. The fifth generation of the family relies now on Ricardo and Paulo, sons of João Carlos Torres, and Marta and José, children of Pedro Torres, who proceed with creativity and commitment Torres tradition.
Inauguration of the first store in a mall, with the opening of the Colombo shopping center.
Besides some new innovations related to customer and after sales service, the 90’s was defined by the opening of Colombo shopping center. It is in this shopping area that the new Torres store takes place. This brand new space provided bigger and more luminous showcases. Inside the same store were created small spaces for each brand, making use of the shop in shop concept, adopted later in almost all Torres stores.
During the 90’s the art of creating exclusive and original pieces with the same tradition and quality was still very present in the different collections of Portuguese jewelry which were now able to be drawn to the customer’s request, by a design office.
The exportation of silver, gold and jewelry to the Middle East, North Europe, USA and South America was still one of the company’s core activities.
Forth Torres jewelry store in Avenida de Roma
Next to the best international fashion brands, in one of the busiest streets in Lisbon, Torres Joalheiros opens the forth store. Slightly smaller than the usual, but still with all of the charisma, the new Torres store in Roma Avenue was designed to feel like the customer is inside a jewelry box with the iconic theme “The woman and the Jewelry”.
Third Torres store, in Rua Direita, Cascais.
The national network of agents and distributors is created, in 1985. One year later, Ricardo and Paulo Torres became the new administrators of the company, positions they hold today. Despite the political, economic and social conjuncture of that time, Torres opens the third store in 1987, now in Cascais, the noblest and richest area of the district of Lisbon.
Swiss watch brands, a wide range of jewelry and exclusive Torres’ silverware could now be found on the Estoril coastline thanks to the new Torres store. Some new prestige watches labels such as Piaget, Rolex, Chopard, Tag Heuer, Burberry and Jean Perret became a presence in the Torres stores accompanied with the classic Portuguese line of silver, gold, and jewelry.
Maury’s watch-house in Lisbon’s downtown, acquired by Torres’ family
The watch-house in Lisbon’s downtown, founded in 1859 by Swiss J. Maury, was purchased by the Torres family. The store was ennobled by the diversity of Swiss labels and prestige heritage. Currently, this place is a pastry shop.
Besides João Carlos Torres’ unequivocal vocation to do business, a new more modern and creative management style was emerging due to other influences such as his brother’s, Pedro Torres. This situation was absolutely fundamental in an art of ornamenting company.
First store with the Torres family name, near Santa Justa Lift, in the heart of Lisbon.
At this point the name Torres was already a synonym of quality, sophistication, and exclusivity in the jewelry sector, leading to a huge exportation of silver, gold and jewelry products to all around the world. New to the business is João Carlos Torres, the great-grandson of Anselmo, who brings a new management style to the company as well as a greater sophistication to the stores, with even more customized service and development of new niche markets.
In 1966, João Carlos Torres inaugurates the first store with the family name, just around the corner from Santa Justa Lift, in Rua do Ouro. This new place had a huge traditional silverware parlor enriched with the exhibition of unique collections, such as classic cars miniatures, typical Tejo boats and pocket and wrist watches, almost like a small museum. This parlor endures today with the essence of the past, an iconic place to visit and enjoy in Lisbon’s city center.
Thereafter, Torres Joalheiros became one of the strongest names in the jewelry sector and also, as distributors of watchmaking. Besides that the fourth generation is marked by the presence of the women in the family, Rita and Filomena Torres bringing an amazing contribute to the company.
Pimenta Jewelry shop, on the corner of Rua Augusta with Rua de Santa Justa in 1950.
Two decades later, the area where Barateiro Pimenta jewelry was located started on construction so, the family decided to open a new establishment, now in one of the most sophisticated areas of Lisbon, on the corner of Rua Augusta with Rua de Santa Justa.
During the following 16 years, Torres acquired a stronger business philosophy and more clients and grew as a brand, all this due to a customized service and an excellence in conditions of sales and exportation. This conjuncture was essential for the opening of the first store with the name Torres on it.
Barateiro Pimenta Jewelry shop, in Rua da Palma, in 1930
Carlos Torres was the first full-time Torres goldsmith once, from a very young age, he started to manage the jewelry shop. Later, in 1930, Carlos brings the business to Lisbon, acquiring the Barateiro Pimenta jewelry shop in Rua da Palma. This space, currently occupied by Hotel Mundial, soon became one of the major references in the silverware and jewelry field. At this point, Carlos Augusto Torres, the son of Carlos Torres, was also entering the business, with some brand new ideas and lots of enthusiasm, which were crucial to the company’s success.
Facade of the first establishment of the family located in Torres Vedras near Lisbon
The business that we know today as Torres Joalheiros started in the 1910 year thanks to Anselmo Torres. As a tailor, Anselmo made customized suits with special gold details on them, which complemented and added a special touch to what the customers wore, and was very much appreciated by them.
Carlos Torres, Anselmo’s son, showed that the entrepreneur spirit ran in the family. With only 13 years old Carlos helped his father start the jewelry business in 1913. Torres Vedras was the starting point of this family’s journey which, along five generations, traced the Portuguese jewelry heritage.