Collectability is thrilled to share the story behind the story of the infamous ‘Gondolo Gang’ photograph. Watch writer and historian Carlos Torres has conducted extensive research and found a treasure trove of information about the photograph, who took it, when and why.

The image below captures a meticulously arranged outdoor gathering where a group of men assembles beneath the dappled shade of trees. They are positioned in a semi-circle, some reclining on the ground, others standing behind them creating a natural sense of depth.

Dressed in tailored suits, their waistcoats neatly fastened, the men exude formality. However, their wide-brimmed sombreros, boldly emblazoned with lettering, introduce an element of camaraderie, distinguishing them as members of an exclusive circle. Some raise glasses in celebration, while others lean in with relaxed ease, their expressions a mix of quiet confidence and amusement.

In the foreground, a picnic cloth is scattered with bottles, glasses, and an assortment of delicacies, underscoring the festive nature of the occasion. Light and shadow interact across the scene, accentuating the crisp folds of linen shirts and the glint of chains securing pocket watches. A dense canopy of foliage frames the gathering, while a thatched-roof hut in the distance hints at the rural setting.

On the fringes, a few figures linger, their presence adding a detached, almost voyeuristic quality to the moment.

A Forgotten Image, a Lasting Mystery

For years, the deeper details of this photograph remained uncertain. Within the Patek Philippe collecting community, it became known simply as the ‘Gondolo Gang’, a name reflecting both exclusivity and camaraderie among Brazil’s most distinguished watch enthusiasts. The image surfaced in a series of letters exchanged between Paul Labouriau and Patek Philippe during the first decade of the “Clubs Patek Philippe”, a time when the Chronometro Gondolo was taking Brazil by storm.

This success was driven by its innovative instalment system, allowing 180 members to participate in each club, an approach that made ownership more attainable while fostering a sense of belonging. As detailed in the three-part series on Gondolo & Labouriau (Part 1, Part 2, Part 3), these clubs played a defining role in solidifying Patek Philippe’s influence in Brazil.

Yet, key questions remained. While the photograph’s association with the Gondolo Clubs was clear, the location, the identities of those present, and the nature of the event were unknown.

That mystery, at least a part of it, has now been solved.

Recent discoveries have unveiled new layers of historical significance, deepening our understanding of the Gondolo Clubs and their lasting impact.

The Vila Americana and the Sociedade Concórdia

The image was captured in Vila Americana, Campinas, near São Paulo, in June 1907, during a Sociedade Concórdia picnic. The picture was taken by Decourt, an amateur photographer and agent of the “Clubs Patek Philippe” in Campinas, who played a crucial role in expanding the Gondolo network beyond Rio de Janeiro.

At the time, Decourt was managing the Gondolo chapter in Campinas, extending the reach of Gondolo & Labouriau into new territories. His success in promoting Patek Philippe’s exclusive club system bolstered the brand’s reputation in the region and led to his eventual partnership in Gondolo & Labouriau. Following Carlos Gondolo’s death, the firm was renamed Gondolo, Labouriau & Decourt, marking a new phase in its expansion.

The setting, Vila Americana, adds another layer of historical significance. Originally settled by Confederate immigrants after the American Civil War, the town became a centre of industrial and agricultural progress, blending Brazilian traditions with American influences. By the early 20th century, it had evolved into a thriving economic hub, attracting businessmen, industrialists, and landowners.

The Confederate immigrants introduced advanced farming techniques, revolutionizing local agriculture and laying the foundation for Americana’s economic transformation. One of the most significant contributors to this growth was the Carioba textile factory, established in the late 19th century. It became a major industrial enterprise, with many Confederate settlers and their descendants involved in its workforce and management. Their expertise in cotton cultivation and textile production helped shape Americana’s economic identity, transforming it from a rural settlement into an industrial powerhouse.

At the heart of this elite social world was Sociedade Concórdia, a prestigious leisure and business club known for lavish gatherings and high-profile picnics, such as the one captured in the photograph. These events attracted prominent figures from commerce, finance, and industry, many of whom viewed Patek Philippe’s Gondolo watch clubs as both a status symbol and an investment in exclusivity.

Adding to the image’s significance, recently uncovered archival material has identified additional key figures from Sociedade Concórdia, further linking the club’s elite membership with the Gondolo watch culture. These findings offer new insights into the tightly connected world of business, luxury, and social influence that allowed Patek Philippe to dominate the Brazilian market.

The ‘Gondolo Gang’ photograph is more than a relic; it is a window into a bygone era, where Patek Philippe watches symbolized status and belonging in Brazil’s elite circles. Though the “Clubs Patek Philippe” has faded, the Chronometro Gondolo remains, and this image endures as a rare testament to a time when a watch was more than timekeeping. It was an identity.

May 2025