WHERE TO BUY LUXURY WATCHES IN ITALY:

RUZZA OROLOGI

Lorenzo Ruzza, the social media watchmaker who turned passion into a multi-million empire

From a difficult childhood in the Milan suburbs to the top of the luxury watch market, Lorenzo Ruzza is now one of the most recognized entrepreneurial figures in Italy’s high-end watchmaking scene. Born in Milan in 1978, the seventh of ten siblings, he experienced economic hardship from a young age, alternating small jobs — including pizza maker, delivery driver, and tow truck operator — with nights spent in garages and cars.

Two passions, however, never left him: technology and watches. After working as a webmaster building and monetizing websites, he decided to go all-in on watchmaking, transforming a small trade in timepieces into a structured business.

In 2017, Ruzza Orologi SRL was born, initially under the name “La Bottega del Tempo,” based in central Milan. The company specializes in the buying and selling of high-end watches from brands like Rolex, Patek Philippe, and Audemars Piguet, with some pieces selling for over €400,000.

Beyond the product, Ruzza has built a strong personal brand, becoming viral on social media thanks to his direct, theatrical, and instantly recognizable style: imposing physique, tattoos, catchphrases, and the famous “whistle” accompanying his watch showcases. His Instagram and TikTok videos have made him a controversial yet highly followed figure, attracting clients from across Italy — and often celebrities such as Fedez, Emis Killa, and Lazza.

Today, the company’s annual turnover exceeds €40 million, with record-breaking daily peaks. Despite his success, Ruzza hasn’t forgotten his roots: he frequently exposes luxury watch counterfeiting scams, films himself destroying fake watches, and openly shares the hardships he overcame to get here.

By his side for over 27 years is his partner Marta Ippo, now his wife and the mother of his children. Together, they are a symbol of Italy’s modern self-made generation, combining authenticity, storytelling, and business acumen.

Website: ruzzaorologi.com

Instagram: @ruzzaorologi

ROVARI OROLOGI

Founded in 1983 by master watch technician Ferruccio Rovari, Rovari Gioielli – Orologeria e Oreficeria has become a benchmark in the luxury watch world. Located in Piazza San Siro, Castel Mella (Brescia), the company is now run by his sons, Alessandro and Paolo, who have carried on the family tradition with a modern, highly specialized approach.

Rovari offers sales, purchase, trade-in, and technical servicing for prestigious brands such as Rolex, Patek Philippe, Omega, and Audemars Piguet. The in-house workshop provides overhauls, polishing, and bespoke customizations, with an uncompromising focus on authenticity and value preservation.

Known for professionalism, transparency, and artisanal precision, Rovari Orologi stands out for its complete and reliable service. Thanks to an extensive network of national and international contacts, they can source exclusive pieces in record time, guaranteeing both authenticity and value.

With over 40 years of experience, Rovari Orologi combines attention to detail, speed, and trustworthiness, confirming its place among Italy’s most reliable names in the sector.

Website: rovariorologi.it

Instagram: @rovari_top_selection

IL GIOIELLO

Since 2020, Gian Marco Tonello (born 1999) has transformed Il Gioiello of Abano Terme into a perfect blend of tradition and innovation. In just a few years, he has deeply positioned the store’s identity, maintaining high artisanal quality while adding a contemporary, dynamic, and digital edge.

Tonello’s entrepreneurial style is marked by attention to detail, direct customer engagement, and strong social media use. On TikTok, where he boasts over 700,000 followers under the nickname @ilgiantone, he went viral for his unique way of identifying gold — by “smelling” it. This quirky yet skilled technique has captured public attention, media coverage, and even scientific validation.

Today, Il Gioiello is not just a jewelry store but a creative hub for luxury watches, designer handbags, bespoke creations, and professional valuation services.

In 2023, the store suffered a high-profile theft worth over €100,000, but Gian responded by relaunching the brand with even more energy. Now operating two jewelry stores and a specialized goldsmith workshop in Abano Terme, Il Gioiello is experiencing steady growth and strong online expansion through ilgioiellofficial.com.

Website: ilgioiellofficial.com

Instagram: @gian_tone

D. & E. LUXURY WATCHES SRL

Domenico Ferraro is the founder and face of D. & E. Luxury Watches, based in the province of Caserta and specializing in the sale and servicing of high-end watches. Born and raised in Campania, Ferraro turned a youthful passion for horology into a nationally and internationally recognized business.

After years in the industry, he founded the company in 2010, expanding in 2017 to include an in-house laboratory dedicated to overhauls, appraisals, and technical customizations.

A key driver of the brand’s growth has been the strategic use of social media. On TikTok and Instagram under @deluxurywatches, Ferraro merges digital communication with technical expertise, becoming a go-to figure for enthusiasts and collectors. His videos, focused on spotting genuine watches, educating against counterfeits, and explaining the value of luxury timepieces, have attracted thousands of views and boosted brand awareness.

Currently, D. & E. Luxury Watches is planning a new 500 sqm facility, with 400 sqm dedicated entirely to technical work, aiming to become one of Europe’s most advanced private watch laboratories.

NAUTILUS WATCHES

Founded in the late 1980s in Tehran, Nautilus Watches began as a business specializing in the buying and selling of high-end watches. The brand entered Italy in 1992, working with jewelers in Emilia-Romagna, Tuscany, Rome, and Milan.

The first official store opened in Bologna in 1996, marking the start of steady growth. A major turning point came in 2006 with the opening of the Riccione boutique, quickly becoming a go-to destination for collectors and enthusiasts. In 2014, the company opened the Nautilus Lab in Rimini, an in-house workshop for repairs, overhauls, and polishing.

In 2016, Nautilus Watches expanded internationally with a London store and later strengthened its luxury lifestyle presence with a Porto Cervo location in the prestigious Promenade du Port.

Today, Nautilus Watches offers a curated selection of new, pre-owned, and vintage timepieces from the world’s most prestigious brands, combining over 30 years of expertise with a tailored, customer-first approach.

Website: nautiluswatches.com

Instagram: @nautiluswatches