Private & Co. - Invidious

Private & Co.

Private & Co. is the largest men’s luxury hub in Latin America.

More than high-end watchmaking, we are a lifestyle platform that connects content, curation, market insight, and experiences around a shared way of life.

We operate within the world of luxury watches with a critical perspective, market awareness, and real access, while expanding the conversation to everything that shapes the contemporary man’s imagination: cars, travel, gastronomy, wine, design, and exclusive experiences.

Here, content is born from lived experience. We speak as enthusiasts, collectors, and professionals who operate in this market on a daily basis, without rigid scripts or advertising rhetoric, but with opinion, context, and proximity.

Above all, Private & Co is a club: people with shared tastes, references, and aspirations, who understand luxury as culture, time, and choice.

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35:13

"No one fails in the desert": the story of the Japanese guy from Private

Private & Co.

Shared 2 days ago

5.7K views

18:42

Behind the Scenes: Watches, Construction, and Lots of Banter

Private & Co.

Shared 4 days ago

8K views

20:01

A Day with Kelvyn Benites (Routine, Lecture, Watches, and Jiu-Jitsu)

Private & Co.

Shared 6 days ago

18K views

26:48

From gym receptionist to partner: inside New&Old Green

Private & Co.

Shared 1 week ago

6.7K views

16:50

Behind the Scenes: Watches, Training, Event, and Plenty of Banter

Private & Co.

Shared 1 week ago

8.4K views

3:59

That’s What Being a Father Is: Creating Memories That Last Forever

Private & Co.

Shared 1 week ago

470 views

3:55

5 Perfumes For 5 Different Occasions

Private & Co.

Shared 2 weeks ago

825 views

7:06

A Day with João: Brazilian Jiu-Jitsu Championship (CBBJJE)

Private & Co.

Shared 2 weeks ago

1.2K views

16:14

Behind the Scenes of the Week: Watches, Cars, Jiu-Jitsu, and lots of banter.

Private & Co.

Shared 2 weeks ago

10K views

8:27

Stop Buying the Wrong Perfume: The 4 Types and When to Wear Each One

Private & Co.

Shared 3 weeks ago

756 views

6:09

New Phase: Private Jewelry Launch

Private & Co.

Shared 3 weeks ago

5.4K views

10:08

Behind the Scenes of the Week: watches, perfumes, and the photoshoot that almost didn't happen

Private & Co.

Shared 3 weeks ago

7.5K views

29:02

MESSI’S WATCH COLLECTION IS INSANE (and Yamal has already started his)

Private & Co.

Shared 3 weeks ago

2.5K views

43:40

The watches of Wimbledon: why does Sinner never take his off?

Private & Co.

Shared 4 weeks ago

2.5K views

15:01

Behind the Scenes of the Week: Watches, Routine, Conversations, and Projects

Private & Co.

Shared 1 month ago

15K views

5:34

The Teddy Bear That Became a Status Symbol (And Later a Swiss Watch)

Private & Co.

Shared 1 month ago

1.2K views

15:02

Reacting to Erling Haaland's collection: Rolex Rainbow, AP Marvel, and a RARE watch

Private & Co.

Shared 1 month ago

2.9K views

14:43

Behind the Scenes of the Week: Routine, Conversations, Watches, and Kelvyn's Birthday

Private & Co.

Shared 1 month ago

6.5K views

5:31

The Luxury Brand That Makes It Hard to Buy on Purpose (And Why It’s Worth 1 Billion)

Private & Co.

Shared 1 month ago

2.3K views

22:51

THE MOST EXCLUSIVE PARTY IN THE WORLD: The machines that showed up at Michael Rubin's White Party

Private & Co.

Shared 1 month ago

4.1K views

5:09

O perfume de R$ 1 milhão que nasceu de um romance da Rainha Vitória

Private & Co.

Shared 1 month ago

424 views

28:58

We went to the World Cup in the USA: Brazil match, luxury perfumes, and Times Square

Private & Co.

Shared 2 months ago

3.2K views

24:20

The two most difficult pieces we've ever brokered: F.P. Journe Black Label and Turbilhão Vertical

Private & Co.

Shared 2 months ago

5.4K views

17:38

The Million-Dollar Watches of the World Cup Stars

Private & Co.

Shared 2 months ago

4.1K views

10:43

Why did Louis Vuitton choose Pharrell Williams?

Private & Co.

Shared 2 months ago

689 views

6:27

Hermès como investimento: mito ou realidade?

Private & Co.

Shared 2 months ago

1K views

55:28

Private Talks: Felipe Titto

Private & Co.

Shared 2 months ago

70K views

18:24

Royal Pop em mãos: o relógio que NÃO compete com nenhum outro

Private & Co.

Shared 2 months ago

3.8K views

35:23

POV: 300 MILLION in 3 DAYS? We went to the WORLD'S BIGGEST HORSE AUCTION

Private & Co.

Shared 3 months ago

11K views

18:13

AP x Swatch: Royal Pop - genius or historical mistake?

Private & Co.

Shared 3 months ago

7.2K views

7:48

Why would a coat from that brand cost R$ 600,000?

Private & Co.

Shared 3 months ago

4.4K views

4:57

POV: A Weekend in Lençóis Maranhenses

Private & Co.

Shared 3 months ago

1.6K views

37:32

From executive to luxury brand: the story behind Saggiorato & Benites

Private & Co.

0 views

35:26

POV: A day in the life of the partners of the LARGEST watch brokerage in the country

Private & Co.

Shared 3 months ago

14K views

8:14

O que é um relógio PIECE UNIQUE? (e por que só os maiores têm)

Private & Co.

Shared 3 months ago

3.1K views

6:59

INSANE backstage of the trip to Watches and Wonders 2026 (what nobody shows)

Private & Co.

Shared 4 months ago

3.7K views

44:15

POV: Watches and Wonders 2026 ( de olho nos lançamentos )

Private & Co.

Shared 4 months ago

12K views

37:30

POV: De São Paulo a Genebra ( Watches & Wonders 2026 )

Private & Co.

Shared 4 months ago

11K views

54:23

Private Talks: Invadimos a GTO pra um bate-papo com Fabio Amaja

Private & Co.

Shared 4 months ago

8.4K views

7:37

Rolex Off-Catalogue: The secret of the ultra-wealthy

Private & Co.

Shared 4 months ago

5K views

23:28

POV: A day in the life of the Privaters in Miami, United States

Private & Co.

Shared 4 months ago

12K views

25:54

“I don’t collect Patek…” | 50 years of the Nautilus with Alfredo Soares

Private & Co.

0 views

8:55

POV: How a Campaign is Born | Shooting New&Old

Private & Co.

Shared 5 months ago

1.6K views

45:54

MODA, RELÓGIOS E EMPREENDEDORISMO | com Gustavo Balbi

Private & Co.

0 views

12:01

YOUR FIRST ROLEX: Where to start?

Private & Co.

Shared 5 months ago

7.6K views

11:39

POV: We sponsored a Reining competition in the interior of São Paulo

Private & Co.

Shared 5 months ago

10K views

7:26

F.P. Journe: 900 Pieces a Year and Unreal Appreciation! Understand the Phenomenon

Private & Co.

Shared 5 months ago

2.5K views

5:13

POV: Brazil CHAMPION at the Rio Open

Private & Co.

Shared 5 months ago

2.3K views

8:30

POV: Treino, Clientes e o Projeto do Condomínio Mais Exclusivo do Brasil

Private & Co.

Shared 5 months ago

4.1K views

10:35

Patek Cubitus: Opinião Sincera, Mercado e Timing de Compra

Private & Co.

Shared 6 months ago

3.5K views

3:43

Visita ao Terreno do Novo Condomínio de Luxo Private Residence em Porto Feliz

Private & Co.

Shared 6 months ago

5.1K views

9:40

Audemars Piguet Returns to Watches and Wonders: Releases & Full Analysis

Private & Co.

Shared 6 months ago

7.4K views

5:18

PRIVATE EXPERIENCE: Uma noite rara, entre poucos.

Private & Co.

Shared 10 months ago

1.5K views

32:51

PRIVATE TALKS! - Ep. 01 — Fernando Duran (Avantgarde)

Private & Co.

Shared 11 months ago

27K views

1:59

Resumo da quinta-feira de um Homem que Nunca Quis Pouco dessa vida. #EN

Private & Co.

Shared 3 years ago

1K views

1:01

K.B. Responde sobre LUXO

Private & Co.

Shared 3 years ago

680 views

1:54

NETWORKING VALE MAIS QUE DINHEIRO 💰 ASSISTA E ENTENTA O POR QUE! BY: K.B

Private & Co.

Shared 3 years ago

582 views

56:59

O PODER DA MENTE COM DIEGO LIMA: A ACADEMIA COM MAIS LUTADORES NO UFC

Private & Co.

Shared 3 years ago

2K views

1:17:06

OS DESAFIOS DE EMPREENDER NA NOITE COM FELIPE LOMBARDI

Private & Co.

Shared 3 years ago

5.1K views

59:20

BRUNO SOARES ALÉM DO TÊNIS: INOVAÇÃO E MULTIMERCADO!

Private & Co.

Shared 3 years ago

1K views