Who we are
"We are a family of watchmakers and jewellers whose passion has evolved with time, technology and the needs of our customers — but whose essence remains intact: absolute dedication to the people we serve."
At Joyería Sendra we do not just sell watches and jewellery; we are the custodians of a tradition that has been beating strongly for over 100 years. What began as a modest artisan workshop is today a benchmark of trust, where the know-how of four generations merges with digital innovation.
Our Workshop — Expertise You Can Trust
Unlike other online retailers, at Joyería Sendra we know the heart of every piece. We operate a high-level watchmaking workshop, certified as an authorised technical service for the most prestigious brands in the industry. We manage more than 2,000 repairs per year and are the reference specialist for fine family jewellery and high-end watches in our region.
Premium After-Sales Service
Our technical capability means fewer incidents on every sale and fast, serious warranty management.
Guaranteed Authenticity
We work exclusively with the best manufacturers and international brands — every product meets the highest quality standards.
Competitive Prices
Efficient technical and logistics management allows us to pass savings directly to our customers as exclusive offers.
2,000+ Repairs a Year
We are the trusted reference for watch and jewellery servicing in our area, even for pieces we did not sell.
Our history through the generations
First Generation
Founded on 28 December 1914. Vicente Sendra Alvado, our great-great-grandfather, was already a watchmaker in Altea — the first documented proof of our craft.
Second Generation
Clara Martí Berenguer ('la iaia') opened the doors to fine jewelry and turned Sendra into the go-to reference in the region.
Third Generation
Clara Sendra Martí and Miguel Joaquín Saval Román forged alliances with international brands and obtained official technical service certifications.
Fourth Generation
The three Saval Sendra siblings launched joyeriasendra.com, taking our local expertise to an international scale.
Few stores can tell you they verify the accuracy of automatic watches upon receipt using a state-of-the-art timegrapher before shipping — ensuring they meet the strict quality standards of Swiss brands. We filter out any product that is not in perfect condition, even if it looks flawless to the naked eye.
Ethics & Commitment — More Than a Tradition
Sustainability With Memory
Our environmental commitment is not a recent trend or a regulatory obligation — it is a personal legacy. When quartz watches arrived in the early 1970s, our grandfather Pablo Sendra already sensed that mercury-based batteries could not be harmless to the environment.
For years he stored every replaced battery in wooden boxes before recycling regulations even existed. When the first waste-management company visited us, they were genuinely surprised to find an already classified and carefully kept inventory — born from pure moral responsibility.
Ethical Jewellery & Noble Materials
We believe in beauty that leaves no negative impact. We prioritise traditional jewellery using noble metals — gold and silver — not only for their value but because they are 100% recyclable and sustainable. Our brands hold Responsible Jewellery Council (RJC) certification, and our own in-house pieces are crafted with ethically sourced materials under the Kimberley Process protocol.
A Diverse & Protected Team
The heart of Joyería Sendra is its people. We are proud to be a workplace where equality is not a quota but an everyday reality. We champion female leadership, maintain a majority female staff, and have zero tolerance for harassment of any kind. We are an LGTBIQ+ friendly space — by conviction, not compliance.
Transparency & Fiscal Responsibility
We see our business as an engine of social well-being. We meet our tax obligations with complete transparency, contributing to the development of the community that has supported us for a century — and we collaborate fully with all state agencies and security forces to enforce regulations on money laundering prevention, fraud, and other offences.
Trust us, and four generations of watchmakers will work to satisfy you.
Do you need a service for one of your watches or jewellery pieces? Looking for the perfect gift or a unique bespoke design? Let our team of honest experts advise you — and we will show you what it truly means to be in good hands.