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HOT 100 TRAILBLAZERS: Tiago Sa-Henriques, co-founder, Fogg Distribution


You may be wondering, why is Tiago Sa-Henriques posing with a children’s book? It’s because it represents his greatest achievement – the birth of his daughter and his new found ability to be able to recite the story of George backwards.

Tiago also comments the book, which is about a naughty dog who wants to be good, has a hidden message for grownups in the back. He cites: “Freedom is secured not by the fulfilling of one’s desires, but by the removal of desire… No man is free who is not master of himself.”

When not reading to his little girl, Tiago has been busy this year working with new brands and showing as an exhibitor at Salon QP for the first time.

New brands for Fogg Distribution include Bovet and Chronoswiss and the company has recently just signed with HG-Timepieces.

For Tiago, the traits that have served him best through his career are persistence, audacity and boldness, while honesty, reliability and respect are values that he can never abdicate. Ironically, considering he sells watches, if he could change a personality trait it would be his timekeeping abilities, which he says is a constant fight.

Following a successful 12 months, Tiago says his eyes are fixed on people for the next 50 years. “What I’m really interested in is people. The people behind the watch, behind the retailer, the sales person who is really passionate about watchmaking and have not yet been corrupted by figures and brand snobbism.

“I want to work with the most talented retailers, the most passionate sales person. People in the industry who have managed to conserve some childish and naïve love for watches. People who above all, are interested in what true watchmaking represents and who really understand the mind of the collector. People who are curious by nature and like to challenge their own concepts.”



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