Chocrón Joyeros


Delivering perfection and experience in every detail since 1948.

Delivering perfection and experience in every detail since 1948.


To be recognized as a leader in the Luxury Brand Watch and Jewelry Market for our professional excellence, highly knowledgeable and courteous staff and our ongoing contribution to improving the society we live in.


To imbue the customer experience with emotion and meaningfulness by way of our exceptional products and services, while preserving and cultivating the original core values and innovative spirit that have guided our brand since its beginnings.

Our Story

The Chocrón family tradition has been rooted in the jewelry business for four generations. With entrepreneurial spirit and dedication to innovation, third-generation jeweler Carlos Chocrón (Tetuan, 1930) founded Chocrón Joyeros in 1948 and spent his life building the reputation and prestige of the brand. His tenacity and professional know-how drove him to set up a state-of-the-art atelier, renown both nationally and internationally, with over 30 skilled technicians and craftsmen.

Embracing evolution in the luxury market, a key driver of success, led Chocrón Joyeros to venture into the passionate world of Luxury Brand Watches as early as 1970 and, as a result, the company has been representing the most prestigious watch makers in the world ever since.


In 2008, founder Carlos Chocrón established the Fundación Chocrón Macías with the goal of keeping the artisan craftsmen tradition alive. In his hometown of Ceuta disadvantaged youth receive formal training in these skills in order to learn a trade and earn a living.

Our most emblematic charitable venture is the annual album – Ten perfect 10s: a Self Portrait. Each year we select ten notable personalities with remarkable charisma in their field of work to participate in our creative project in exchange for a donation to the foundation, NGO or charitable organization of their choice. Each personality designs a self-portrait concept conjointly with a professional photographer, which is then brought to life in a beautiful and elegantly produced album.

Today, Chocrón Joyeros has the widest representation of Luxury Watch Brands in Spain, distributing through boutiques in Madrid, Ceuta and Marbella, together with prestigious lines of jewelry brands including an elegant proprietary collection, the Carlos Chocrón Colección Privada, exceptional both for its beauty and the elaborate pieces that compose the collection.