About us

Casa Capone Jewelry is born, nestled in the charming medieval village of Caprona, in the province of Pisa. Sergio Capone is the creator of a surprising and rigorous environment. Young, ambitious and with long experience in the jewellery and precious-stone trade, he decides to build a shop that can excel in the quality of the products it offers. The jewellery store and the goldsmith workshop inside it stand out from the very beginning for a philosophy that makes the client the focal point of an innate commitment and dedication. It is only the beginning of a remarkable story.

The potential is as high as the desire to emerge: it is 1991 and Sergio Capone decides to open another boutique in the historic centre of Pisa, in Via S. Martino 97, and to give it his own name. Daily commitment leads to excellent results and to the loyalty of the city's clientele. Soon the great watchmaking and jewellery houses notice the dedication behind the Pisa shop window, and Capone becomes an official retailer of the most prestigious brands.

Over the years Sergio Capone becomes increasingly aware of the importance of guaranteeing presence, closeness and daily attention to his clients. The encouraging results and the enthusiasm of the area that gave him his roots convince him that he is on the right path. So, in 1997, the young entrepreneur opens a new boutique in Pontedera, a harmonious and capable town of endless opportunities. Today the Capone jewellery store in Piazza dei Martiri is a jewel set between the gentle Pisan hills and the bed of the Arno, a symbol of a province that has finally taken centre stage.

It is 2010 and the need to take a step up in quality grows ever stronger. The Sergio Capone jewellery store moves to the noble heart of Pisa, in Borgo Stretto 6, a welcoming and exclusive setting that makes every client feel like a “special guest”. The new location turns the boutique into a point of reference for the city of Pisa and its inhabitants. Clients feel part of a vision that places the uniqueness of people at its centre, understanding their needs and wishes.

From the prestige and visibility of the city centre to ever more ambitious goals, the step is short: in 2014 Sergio Capone recognises the potential of the tourist destinations on the Tuscan coast and opens the first store in Viareggio, on the famous promenade. Shortly afterwards another Capone boutique comes to life in the heart of Forte dei Marmi, opening up once and for all to an international clientele. In 2020 both stores change location, are renewed and become true jewels of Versilia.

Going beyond what others expect is not for everyone, but Capone decides that it is essential to create a further unbreakable bond with the territory and in 2018 opens a new boutique in the heart of Livorno, in Via Ricasoli. This new challenge is further proof of success and of the inexhaustible passion that characterises the history of the Capone jewellery stores. A jewel in the centre of the city, with attentive and impeccable staff and the aim of meeting the needs of a new clientele, which soon finds in the Capone boutique a new point of reference for precious jewels and fine watchmaking.

The Capone jewellery stores inaugurate a new store in Pontedera: the historic location in Piazza dei Martiri della Libertà moves to the iconic Corso Matteotti. With more than 200 square metres, the store hosts the best brands on the international scene. The opening introduces a renewed vision of store design that goes beyond the traditional interpretation of the shop and offers clients modern comfort.

A year full of news and transformations for the Capone world. At the beginning of the year the boutique in the beating heart of Livorno, in Via Ricasoli 77-79, undergoes an elegant renovation, becoming a true jewel of the city. Large spaces with carefully chosen furnishings combine fine materials such as Italian marble and walnut wood to create a sophisticated and welcoming atmosphere. The protagonist is the new Rolex corner, an elegant and unique space designed to guarantee an exclusive shopping experience with meticulous attention to detail.

In the same year Casa Capone Atelier is born, a new showroom dedicated to the sale and purchase of pre-owned watches on the famous promenade of Viareggio, in Viale Marconi 123. A blend of elegance and quality, enhanced by professional advice. In addition to a wide selection of international brands, Casa Capone Atelier joins the exclusive Rolex Certified Pre-Owned programme, which certifies the authenticity of pre-owned Rolex watches thanks to the dedicated Rolex Certified Pre-Owned seal. The programme guarantees that these watches meet all the quality criteria that characterise Rolex products and benefit from the skill and professionalism of the experts of the brand's worldwide network.