Presenting the Story Behind Terranova: From Its Creation to the Launch of the Copacabana

The journey of Terranova will be shared in a special series of chapters, offering an in-depth look into the essence of the brand. In this first chapter, we explore the beginnings of this story, focusing on the birth of the Terranova concept and the inspiration behind its founder, Douglas Emerich, a passionate watch enthusiast and admirer of Brazil’s rich culture.

Part I: My First Steps in Watchmaking

At the end of 2022, while living in the United States, I purchased my first mechanical watch: a Seiko 5 Sports SRPD55. This decision was inspired by my brother, who had just bought a Hamilton Khaki Field Murphy. Until then, the best watch I had ever owned was a Casio Illuminator, a gift from my mother for one of my childhood birthdays.

I vividly remember the feeling of unboxing the Seiko. It was a mix of awe and admiration. Despite its robust build, the watch exuded a certain delicacy. I spent long periods simply gazing at its dial, shaking it to watch the hands come alive, and flipping it over to admire the escapement at work. That was the moment I fell in love with watchmaking.

As I began wearing my Seiko, my perspective changed. I started noticing the watches on people’s wrists, hoping to find someone who shared my newfound passion. I also observed the watches worn by friends and acquaintances back in Brazil, through social media, in an effort to understand why, at 34 years old, I had never encountered an automatic watch up close.

What I discovered was surprising: almost no one in my close circle wore automatic watches, and many didn’t even know what they were. Most opted for digital watches, smartwatches, or the so-called "fashion watches" commonly found in malls or airport shops.

 

Diving Into the World of Watchmaking

Determined to learn more, I immersed myself in online watchmaking content across social media and YouTube. This journey introduced me to new brands, models, and movements. At the same time, I noticed a growing interest in watches within Brazil, with more specialized content and a vibrant community forming online.

This is when I discovered the fascinating world of micro brands – small, independent watch brands known for their creative designs and close engagement with their communities. These brands often outsource production while focusing on the concept and identity of their timepieces. Notable examples include Nodus, Brew, Roue, and Statera (the latter, in my view, transitioning toward becoming an independent watchmaker).

Larger independent brands such as Nomos, AnOrdain, and Carl F. Bucherer also became a source of inspiration. Unlike micro brands, these companies boast significant history, infrastructure, and the capability to produce many of their components in-house.

 

Who I Am 

My name is Douglas Emerich, and I am from Várzea da Palma, a small town in northern Minas Gerais, Brazil. I am 36 years old, an engineer by training, married to Laila, father to Lucas, and eagerly awaiting the arrival of Ana. I’ve lived in various cities across Brazil and in the United States.

Today, I am embarking on a new chapter in my life: the creation of Terranova, a micro watch brand dedicated to original designs inspired by Brazil’s vibrant culture, offering high-quality timepieces at a fair price.

In the next chapter, I will share the behind-the-scenes story of Terranova’s creation, from the concepts that shaped the brand to the creative process behind its first model, the Copacabana. 

Join me on this journey and discover how a dream turned into a reality, celebrating Brazil and the art of watchmaking!