Aristocrats, soccer players, politicians, actors, bullfighters and other popular Andalusian personalities proudly wear on their wrists watches purchased at El Cronómetro, one of the oldest stores in Seville, with more than a century of antiquity. The establishment is easily recognizable thanks to its facade, which still displays the six large analog clocks that were installed as a promotional attraction for the Ibero-American Exposition of 1929.

The origins come from a line of Valencian watchmakers in the 19th century. It was in 1901 when one of the sons, Enrique Sanchís, decided to open his own store after arriving in Seville following a family dispute. In the beginning, in the company “the humblest servant lived side by side with the tallest of princesses,” the founder boasted. After three initial decades of some prosperity, the business had to survive the post-war autarky, when quotas for watch imports were very small.

The company took off in the middle of the century thanks to the founder’s son, Enrique Sanchís García, who decided to specialize in the main European brands. El Cronómetro became an almost obligatory stop for the great artists who came to the city. All this, while consolidating its Andalusian clientele, present since its origins. “We can boast of serving the most noble and traditional families in Seville, whose parents, children and now grandchildren have been loyal,” boasts Enrique Sanchís Fernández-Menasque, the current owner of the business.

It was his task to modernize the business’ organization so that it would not lose its strength during the 1980s and 1990s. Currently, all watches sold at El Cronómetro undergo their own quality control with the supervision of a specialist. Repairs are also carried out on damaged items and the offer has been diversified with the sale of fine jewelry products.

Constant training is a hallmark of the staff, which is made up of more than 10 people with extensive experience. The last salesman to retire after more than 50 years in the business, is now helping to pass on the company’s philosophy to new employees. For the latest addition, Sanchís took into account the new trends and hired a Chinese salesperson who can serve Chinese customers in their own language.

Since its origins, El Cronómetro has maintained its traditional establishment in Sierpes Street, where the highest quality watches are now exhibited. In 2003, it acquired an annex, which since last year has been devoted entirely to Rolexes. In addition, 2015 also saw the opening of a new store where the products of other brands are sold, making it possible to cater to an ever-increasing supply.

To ensure continuity, the next generation of the family – Álvaro Sanchís, Enrique’s son – is already working in the company and is ready to take over. The main challenges for the future are to develop the website and online sales and to open new stores in areas with good business prospects. All of this, with the objective that El Cronómetro continues to advance with the times in order to survive for another one hundred years.