Business Model
BTC distributes international watch and jewelry brands in Egypt, and operates its own retail network and retail concepts, including Link Watches.
About Us
A Success Story That Started 90 Years Ago
For over 90 years, BTC Group — the family-owned group of companies — has been leading the watch and jewelry market in Egypt, offering a broad range of brands, from watches and jewelry to affordable, trendy brands.
How It Started
It all started in 1935, when Mr. Loria Wassef, founder of the renowned market leader known today as BTC Group, opened his first boutique under the name “Loria Shop” in Fayoum.
Over more than 90 years it has expanded to become one of Egypt’s sole watch retailing companies, with thirty-five retail outlets and service centers all over Egypt.
“It’s my love to watches that drove me to become a watchmaker. What intrigues me about watch making is my fascination with its punctuality, which made me want to discover the watch world further and know more about it.”
Mr. Loria Wassef, Founder
Company Background
By 1976, BTC Trading had become Egypt’s sole distributor for several multinational watch companies, including Swiss brands. BTC has been the major distributor for Swatch Group in Egypt since 1974.
The company is now the market leader of the watch industry in Egypt, offering an extended line of watches and jewelry brands ranging from high-quality, affordable brands through to the most expensive and luxurious. Today, BTC is proudly Egypt’s largest watch distributor.
Company history
Our Timeline
1935
Loria Shop Opens in Fayoum
Mr. Loria Wassef opens his first watch and jewelry boutique under the name “Loria Shop” in Fayoum.
1974
Swatch Group Distribution
BTC becomes the major distributor for Swatch Group in Egypt.
1976
Sole Distributor for Multinational Watch Companies
BTC Trading becomes Egypt’s sole distributor for several multinational watch companies, including Swiss brands.
2025
BTC Celebrates 90 Years
BTC marks its 90th anniversary (1935 – 2025), reflecting on a journey from a single boutique to Egypt’s largest watch distributor.
Recent
Pandora Arrives in Egypt
Pandora lands in Egypt with 8 branches, owned and operated by All-Niche for Trade & Import, whose mother company is BTC Group.
Recent
Läderach Opens Its First Egyptian Boutique
The Swiss chocolatier opens at Waterway 2 in New Cairo.
Mid 2027
Pandora Marasem
A new Pandora store at Al Marasem Fifth Square, New Cairo, is scheduled to open.
Business Model, Expertise and Presence
Areas of Expertise
Watches and jewelry, from high-quality, affordable brands to the most luxurious. The group also includes BTC Electronics and All Niche, under which Pandora and Läderach operate.
Market Presence
Retail outlets and service centers across Egypt, including Cairo, Giza and Alexandria, and BTC DFS outlets at Cairo Airport terminals.
Company Philosophy
A fundamental factor in the success of the company is its dedicated staff and loyal clients, who are considered not merely customers, but “partners in success.” BTC’s primary concern is gaining and maintaining client trust.
BTC spares no effort or expense on continual modernization and expansion, to maintain the rapid and steady growth of the company, keep pace with technological development, and reach as many clients as possible throughout Egypt.
What Differentiates BTC
Diversity of Brands
The diversity of the brands and their different price ranges suits everyone, which makes BTC the optimum option for any watch seeker, in the words of the founder.
Sole and Major Distribution
BTC is the sole distributor in Egypt of brands including Corum, Gucci watches and jewelry, Raymond Weil and Bulgari.
Customer Satisfaction
A dedicated department for customer satisfaction, and a cooperative team working to ensure clients receive the highest quality of service.
Corporate Positioning
Market leader of the watch industry in Egypt, and Egypt’s largest watch distributor.
Letter from the CEO
“Ninety years is not merely a number — it’s a testament to the people who believed in us: our loyal customers, partners, and dedicated team.”
Ayman Nassif, from the BTC 90th-anniversary magazine