One of the world’s most exclusive brands opens its doors in Buenos Aires to transform the local premium market. The details
12/18/2025 – 12:20 p.m
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The luxury market in Argentina is experiencing a year-end with news that shakes the retail sector. After a period of absences and substitutions, it will be final this Monday, December 22nd the return of one of the most popular and globally recognized Spanish badges: Tous. The signature of the iconic beara symbol of “accessible luxury,” chose the start of the holiday season to once again land in the country with a business plan that promises a federal presence and a change in the way high-end jewelry is consumed.
This return is not a coincidence, but the result of changing market conditions that have once again tempted the major European brands. Buenos Aires has always been a magnet for sophisticated design and the demand for accessories with an international seal remained latent through foreign travel. With a renewed strategy and a local partner with extensive experience in the entertainment and mass consumption sectors, the brand now seeks to regain lost ground and establish itself as the preferred option for those seeking exclusivity with a touch of freshness.
Tous and his return to Argentina: the two venues for the big debut
The wait ends this Monday with a double inauguration at strategic points in the metropolitan area. As the company confirmed, the first Tous branches will be located in Unicenter shopping in Martínezand in the emblematic Galerías Pacífico, in Florida’s pedestrian zone. These two locations ensure a constant flow of audience, both local consumers and tourists, allowing the brand to regain visibility in record time. The Unicenter store on Level 1 features a 45 square meter design that reflects the minimalist and modern aesthetic the company uses in its stores in Madrid and Barcelona.
The choice of Galerías Pacífico, in turn, reinforces the institutional image of the brand in a historic architectural setting, ideal for the type of pieces that the Catalan house offers. This double landing is just the beginning of a much larger project: The investment group behind the operation plans to open 15 stores in the next five years and expand the network to the country’s major shopping centers.. With this ambitious effort, the company aims to demystify the idea that luxury jewelry is only for special occasions and focuses on versatile pieces that Argentinians can wear in their daily lives.
Fees and Prices: Tous’ strategy to seduce the local customer
The brand is aware of the peculiarities of the Argentine economy and has a very aggressive commercial offer. One of the big attractions will be Possibility of purchasing financing with up to 12 interest-free installments through various banking contracts. This tool is essential to attract buyers who would normally look for these pieces in Miami or Spain and now offer them the opportunity to pay for them locally while enjoying financial benefits. Although the prices take into account the local tax burden, they have been adjusted to the values of the region.
In the new stores, customers can find not only the classic silver and gold jewelry, but also the leather goods, watches and accessories lines that complete the brand’s universe. The aim is to offer the same shopping experience as abroad, with an updated inventory of the latest global collections.
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