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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35:42

Dubai and the Maldives: our first trip in 10 years of partnership

Private & Co.

Shared 10 hours ago

4.3K views

13:44

Behind the Scenes: Watches, New Arrivals, and Unplugging

Private & Co.

Shared 2 days ago

10K views

2:08:16

Da autopeças à alta relojoaria: a trajetória de Heryc Benites

Private & Co.

Shared 4 days ago

10K views

5:28

Inside the event: the second Private Ultra High dinner

Private & Co.

Shared 1 week ago

8.2K views

25:23

WEEKLY RECAP SEPT 15 1

Private & Co.

Shared 1 week ago

10K views

1:02:36

Private Talks: Tallis Gomes on collection, value, and legacy

Private & Co.

Shared 1 week ago

40K views

31:37

Behind the Sales: The Standards of Those Who Have It All

Private & Co.

Shared 2 weeks ago

10K views

4:26

Behind the scenes of the week: review, health and legacy

Private & Co.

Shared 2 weeks ago

8.1K views

8:24

Don't Give Up: The True Story Behind My First Big Achievement

Private & Co.

Shared 3 weeks ago

9.2K views

16:09

Behind the Scenes: Rare Finds, Negotiations, Jewelry, and Good Vibes

Private & Co.

Shared 3 weeks ago

21K views

1:22:32

From left-back in the youth league to partner at Private: Ricardo's story

Private & Co.

Shared 3 weeks ago

19K views

19:57

BH FINALE

Private & Co.

Shared 4 weeks ago

17K views

12:24

Behind the Scenes: Watches, Construction, Advice, and Lots of Chat

Private & Co.

Shared 4 weeks ago

25K views

10:58

Private at the Haras Frange Auction, inside Palácio Tangará

Private & Co.

Shared 1 month ago

7.2K views

35:13

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

Private & Co.

Shared 1 month ago

11K views

18:42

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

Private & Co.

Shared 1 month ago

15K views

20:01

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

Private & Co.

Shared 1 month ago

55K views

26:48

From gym receptionist to partner: inside New&Old Green

Private & Co.

Shared 1 month ago

9.7K views

16:50

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

Private & Co.

Shared 1 month ago

12K views

3:59

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

Private & Co.

Shared 1 month ago

618 views

3:55

5 Perfumes For 5 Different Occasions

Private & Co.

Shared 1 month ago

1K views

7:06

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

Private & Co.

Shared 1 month ago

1.4K views

16:14

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

Private & Co.

Shared 1 month ago

12K views

8:27

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

Private & Co.

Shared 1 month ago

853 views

6:09

New Phase: Private Jewelry Launch

Private & Co.

Shared 1 month ago

6.1K views

10:08

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

Private & Co.

Shared 1 month ago

9K views

29:02

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

Private & Co.

Shared 1 month ago

2.9K views

43:40

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

Private & Co.

Shared 2 months ago

3K views

15:01

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

Private & Co.

Shared 2 months ago

19K views

5:34

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

Private & Co.

Shared 2 months ago

1.7K views

15:02

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

Private & Co.

Shared 2 months ago

3K views

14:43

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

Private & Co.

Shared 2 months ago

9.5K views

5:31

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

Private & Co.

Shared 2 months ago

2.4K views

22:51

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

Private & Co.

Shared 2 months ago

5K views

5:09

The $1 Million Perfume Born From Queen Victoria's Romance

Private & Co.

Shared 2 months ago

480 views

28:58

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

Private & Co.

Shared 3 months ago

3.5K views

24:20

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

Private & Co.

Shared 3 months ago

5.8K views

17:38

The Million-Dollar Watches of the World Cup Stars

Private & Co.

Shared 3 months ago

4.3K views

10:43

Why did Louis Vuitton choose Pharrell Williams?

Private & Co.

Shared 3 months ago

749 views

6:27

Hermès como investimento: mito ou realidade?

Private & Co.

Shared 3 months ago

1.1K views

55:28

Private Talks: Felipe Titto

Private & Co.

Shared 3 months ago

78K views

18:24

Royal Pop in hand: the watch that competes with NO other

Private & Co.

Shared 4 months ago

4.1K views

35:23

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

Private & Co.

Shared 4 months ago

13K views

18:13

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

Private & Co.

Shared 4 months ago

7.6K views

7:48

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

Private & Co.

Shared 4 months ago

4.7K views

4:57

POV: A Weekend in Lençóis Maranhenses

Private & Co.

Shared 4 months ago

1.7K 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 4 months ago

19K views

8:14

What is a PIECE UNIQUE watch? (And why only the best have one)

Private & Co.

Shared 4 months ago

3.1K views

6:59

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

Private & Co.

Shared 5 months ago

4.1K views

44:15

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

Private & Co.

Shared 5 months ago

16K views

37:30

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

Private & Co.

Shared 5 months ago

13K views

54:23

Private Talks: We snuck into GTO for a chat with Fabio Amaja

Private & Co.

Shared 5 months ago

9.5K views

7:37

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

Private & Co.

Shared 5 months ago

5K views

23:28

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

Private & Co.

Shared 5 months ago

14K 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 6 months ago

1.8K 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 6 months ago

8.8K views

11:39

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

Private & Co.

Shared 6 months ago

10K views