Santurce Collection was born in Santurce, Puerto Rico, created by the husband-and-wife team of José and Anita out of a deep passion for watches and a desire to represent their island. Before becoming a brand it started as something much simpler and more personal: it began as a saying, when José decided to sell several of his watches from Santurce. The idea came about almost by chance — Anita asked him for more closet space and suggested he take some watches out of a drawer — and from that moment those pieces began to move within the community, where they came to be called #SanturceCollection, a phrase used to refer to a good watch at a good price found in that sale.

At that time it was not a brand. It was simply a way to refer to well-curated watches: good quality pieces at a good price, a true #SanturceCollection. But the idea grew, and in 2025 what had started as a dynamic within the community evolved into a larger vision — to create watches with their own identity, designed from Puerto Rico for collectors. Today Santurce Collection is an independent microbrand that seeks to put Puerto Rico on the map of the horological world, combining design, great value, functionality and a real story behind each piece. As the founders put it: this didn't start as a brand, it started as a community.