It is in 1900 that Abdolah Djavaheri started importing Swiss made watches in Iran. Before importing finished products, he began by buying watch components in the La Chaux-de-Fonds area in Switzerland, then brought them in the Jura mountains to have them assembled into completed pocket watches with his name on the dial.
Both of his sons also started working in the watch business, one taking care on his own of the Rolex representation in the country while the other, Mahmood, took over his fathers’ business in 1947 and opened the first Omega shop in Tehran.
Few other brands like Tissot, Oris, Rado, Sarcar, Leonard or Audemars Piguet were brought into the Iranian market but Omega, driven by its success, quickly became the family’s core business. In order to simplify the succession with his four children (three sons & one daughter), he found “Mahmoud Djavaheri & Sons”. At this point, two main shops, about forty retailers and one repair shop would carry the whole distribution and after sale service in the country. When the revolution stroke in 1979, the company had to cease all its activities except the after sale service that was maintained until the situation allowed businesses to operate again. 1991 marked the time of a first expansion which included a name change, Tehran Watch Co. was born. Three new brands were added to the portfolio: Pierre Balmain, Raymond Weil & Longines.
As the country is healing from a Revolution and the Iran-Iraq war, the demand for high end watches will appear around 1997, which will launch a major 7 years expansion focusing on Swiss made high end watches. This vision crafted the long-term strategy of Tehran Watch Co.
During these seven years our company welcomed in Iran the following brands
Out of the two shops owned by Tehran Watch Co., one was sold in the early eighties. As the number of brands kept growing, a sister company, Sarman Co. was created to take care of Raymond Weil, Longines and Piaget.
In September 2004, a brand new flagship store was opened in Shariati Avenue, which became the companies’ headquarters with a new fully equipped repair shop.
With the arrival of the family’s fifth generation, 2004 until 2010 was also a significant period for Tehran Watch Co. and Sarman Co. including the opening of two new shops in the “Almas of Iran” Mall and the addition of a few new brands such as Panerai, Girard Perregaux, Jacquet Droz, Breitling, Hublot and Richard Mille.
Nowadays we believe the history of high end Swiss made watches in Iran is still in the making and whether you are a customer or a watch enthusiast you are definitely part of that history!