Wagner Luís

He showed an appetite for entrepreneurship from a very young age. At just 14, he was helping out in the family business and, at 21, he launched his first independent project. From a grocery shop to the Espiral shops, Wagner Luís succeeded in his own right. Now at the age of 45, he owns the largest chain of watch shops in the country and is convinced that on-site production will be a reality for the brand in the near future. Here, for now, is the Angolan with a refined taste and a strong personality, who looks to time to bring luxury to the next level. 

Espiral’s first boutique opened in 2010 in Benguela. It currently has ten shops. Why set up a luxury project in Angola and what were the main challenges? 
The Angolan consumer is a fan of luxury and, for a long time, there was very little on offer in the country. The Espiral project was born out of this need, with the aim of bringing luxury brands to Angola that would satisfy an elegant and demanding customer. There were some difficulties, such as choosing a location, training employees and implementing the project. On the other hand, the global growth factor, combined with the African Cup of Nations (AFCON), proved to be the ideal time to open the first boutique in Benguela. 13 years on, Espiral is now the largest chain in Angola and an international brand with operations in Portugal and Namibia. 

Espiral is now the largest chain of watch shops in the country. How does it differ from all the others?
Espiral can be found in the main shopping centres. It’s the only one in Angola whose owner is Angolan. The sales team is entirely Angolan, which means it’s a source of job creation in the country. It has its very own concept, in terms of image, and is also represented in Angola’s main provinces, as we look at the country as a whole. 

Your watch business is divided into Espiral Standard and Espiral Premium. Can you tell us about these two concepts?
Espiral aims to offer products for all types of customers, from those looking for a more economical product to those who want high-end products. Based on this idea, we have clearly defined our product segmentation in order to achieve this goal. You’ll find our most luxurious products in the boutiques in the Epic Sana and Intercontinental Hotels, our mid-range products in the boutiques of the main shopping centres (Fortaleza and Belas) and our most affordable and economical products in the remaining boutiques. 

In what direction is the brand heading?
Over the last few years, the brand has been in its expansion process, a phase that is almost complete. It is now entering the consolidation phase. At this stage, our focus is on implementing the concept of a luxury boutique image in all our shops. We want to introduce an image to the market that goes far beyond the brands that we represent. We also want to develop a jewellery production unit in Angola, as the country is rich in precious metals and diamonds, which is ideal for this purpose. Why not a ‘made in Angola’ jewellery brand, which is open to the world?

«Setting the jewellery trends in Angola»

What makes Espiral’s pieces timeless?
At the moment, it’s the different brands we represent that distinguish us from our competitors. In the future, with the production of our own jewellery brand, we intend to set the jewellery trends in Angola, producing timeless pieces that will be recognisable to everyone. 

Does the choice of jewellery or a watch say a lot about the customer?
Yes, it does, because they are the accessories that characterise us. Espiral’s aim is to be at the forefront of fashion and luxury trends, so that consumers have access to the best options on the national market. 

What is the profile of the woman who wears Espiral's watches and jewellery? What do they look for and desire?
The woman who buys Espiral has exquisite taste, is independent and has a very refined sense of fashion. Based on these criteria, we choose the most suitable products for our female clientele. 

You are the founder of Espiral in Angola. Tell us a little about yourself and how you got involved in the world of fine watchmaking and jewellery.
I am a businessman and entrepreneur in various sectors of the Angolan economy. I’m 45 years old, born and resident in Lobito, married and the father of three children, focused on goals and on achieving what I set out to do. I’ve always loved watches, but I had never thought of starting a business in this area. In 2010, when the AFCON was held in Angola, I realised that this would be a good business to invest in. Capitalising on the expansion of the province, I started the project for the first shop in Benguela, followed by Lobito, Lubango, Huambo, Luanda and Namibe. We exclusively represent the Swarovski brand in Angola and Namibia, and we are now integrated into the world’s biggest watch and jewellery brands.  

What watch brand do you usually wear on your wrist?
I like several brands. I usually wear an automatic mechanical sports or casual watch by a brand represented by Espiral, from Carl F. Bucherer, Franck Muller, Hublot, Montblanc, Ulysse Nardin to Zenith.