Argentina, with its deep sense of style and European flair, is an underrated but growing market for luxury watches. Whether you’re sipping espresso in Palermo Soho or closing deals in Puerto Madero, your watch speaks before you do. In Argentina, Rolex, Omega, and TAG Heuer have a visible presence, especially in Buenos Aires’ luxury malls. But for collectors and investors, Patek Philippe and Audemars Piguet are becoming coveted rarities. The Argentine watch buyer is evolving—from traditional dress pieces to bold sports watches like the Rolex Submariner or Omega Speedmaster. American collectors in Argentina are setting the trend with multinational purchases via Miami or Panama duty-free ports. Watch theft is a consideration, so high-end pieces are often worn selectively. Locals are investing in timepieces not only as status symbols but also as family heirlooms. The watch community is intimate, with Instagram accounts and boutique meetups helping new collectors enter the scene. If you’re considering a watch business or consultancy, Argentina offers space for market entry. Which Watch To Buy™ offers you a franchise-backed entry into the world of horology. With training from the Institute of Public Companies and Riyan Czar himself, you can become the official luxury watch expert of Argentina. This isn’t just a franchise—it’s your passport to timeless influence.
