About Us

At Setzona, we believe that luxury isn’t just about the items you own — it’s about the experiences that define who you are. Since our founding, we’ve been driven by a simple but powerful mission: to bring the world’s finest timepieces and accessories to those who appreciate the beauty of craftsmanship, the thrill of rarity, and the joy of owning something truly special.

Our journey began in 2017, as an online platform designed for collectors and enthusiasts who sought more than just a transaction. We wanted to create a space where rare, unique, and exceptional watches could be bought, sold, and celebrated. From the moment we opened our virtual doors, it became clear that there was a deep desire for what we were offering — an exclusive, curated collection of the finest luxury items.

In 2019, we took the next step in our journey by opening our first Setzona boutique in the heart of New York City, just steps from Fifth Avenue and adjacent to Central Park. This wasn’t just a store — it was an invitation. An invitation to step into a world of timeless elegance and discover a curated collection that’s constantly evolving. Our showroom is a space where passion meets precision, where the luxury of the past blends seamlessly with the excitement of today. It’s a place to connect — with the timepieces, with our team, and with other like-minded individuals who share your love for the extraordinary.

Every time you visit Setzona, we want you to feel like you’ve stepped into something personal, something that speaks to who you are. Whether you're here to browse, admire, or invest in a piece of history, our team is always here to offer expert advice, share our knowledge, and ensure that your experience is nothing short of exceptional.

But Setzona is more than just a store — it’s a relationship. A relationship that extends beyond a single purchase, as we guide you through the journey of finding, owning, and cherishing your next timepiece. Whether it’s a vintage masterpiece, a rare find, or a brand-new release, we are here to help you discover something that’s as unique as you are.

We’re proud to say that our commitment to our clients and to the finest luxury goods has led us to become a trusted name in the world of high-end watches and accessories. Our team is made up of passionate watch experts, collectors, and luxury aficionados, all of whom share one goal: to help you find the perfect piece. Whether you're buying, selling, or trading, we’re here to make every part of your journey effortless and unforgettable.

At Setzona, we understand that luxury is about more than just an item — it’s about the joy, the memories, and the stories you create with it. That’s why we’re here, in New York, to offer you not just the finest timepieces, but a personal experience that feels like home. Thank you for choosing us to be a part of your journey.

We can’t wait to welcome you into the Setzona family.