Cropping practices focusing on agronomic water use efficiency and their impact on quality parameters must be investigated to overcome constraints affecting olive groves. We evaluated the response of olive trees (Olea europaea, cv. 'Cobrançosa') to different water regimes: full irrigation (FI, 100% crop evapotranspiration (ET )), and three deficit irrigation strategies (DIS) (regulated (RDI, irrigated with 80% of crop evapotranspiration (ET ) in phases I and III of fruit growth and 10% of ET in the pit hardening stage), and two continuous sustained strategies (SDI) - a conventional SDI (27.5% of ET ), and low-frequency irrigation adopted by the farmer (SDIAF, 21.2% of ET ).The effects of water regimes on the plant water status, photosynthetic performance, metabolite fluctuations and fruit quality parameters were evaluated. All DIS treatments enhanced leaf tissue density; RDI and SDI generally did not affect leaf water status and maintained photosynthetic machinery working properly, and the SDIAF treatment impaired olive tree physiological indicators. The DIS treatments maintained the levels of primary metabolites in leaves, but SDIAF plants showed signs of oxidative stress. Moreover, DIS treatments led to changes in the secondary metabolism, both in leaves and in fruits, with increased total phenolic compounds, ortho-diphenols, and flavonoid concentration, and higher total antioxidant capacity, as well higher oil content. Phenolic profiles showed the relevance of an early harvest in order to obtain higher oleuropein levels with associated higher health benefits.Adequate DIS are essential for sustainable olive growing, as they enhance the competitiveness of the sector in terms of olive production and associated quality parameters. © 2019 Society of Chemical Industry.