India’s high-end watch market is growing, thanks to younger shoppers, increasing interest outside major cities, and a better mix of in-store and online browsing.
Art of Time, a top retailer for luxury watch brands like Cartier and Omega, is expanding its CIRCA watch concept in smaller cities while boosting its online experience. This move is a key change in India’s direct-to-consumer market, showing how luxury retail is adapting to new shopper habits.
Global watch brands are gaining popularity in smaller cities. Today’s buyers are younger, informed, and confident, often researching online before buying. This changes how direct-to-consumer strategies work in even high-end luxury goods. Art of Time says luxury watches are now about personal style and lasting value, not just status.
Gaurav Bhatia, Founder and Director, notes that India is a large and growing luxury market. CIRCA aims to provide an accessible introduction to luxury watches. Demand from smaller cities is growing steadily, with buyers being decisive when they trust a brand.
Preferences are also changing. People want slimmer watches with simple designs for everyday wear, while complex watches with stories still attract collectors. Art of Time stresses that expertise, transparency, and personal guidance are crucial, giving stores an advantage even with increased online browsing.
Art of Time focuses on in-store experiences with boutiques, while its online platforms help with research and consultations, rather than just online sales. This mix is a mature direct-to-consumer approach, where online channels create interest, and stores build trust to close the sale.
Offline channels drive revenue as customers value the in-person experience. Yet, online platforms are key for finding leads and keeping customers informed. Many buyers start online but buy through their preferred channel. Together, these channels create a unified direct-to-consumer business.
Art of Time plans to open new boutiques in Hyderabad and Ahmedabad. CIRCA will expand in high-potential cities, with investments in customer management, digital tools, and customer service. The brand is using collaborations and limited editions to attract younger buyers, which aligns with global direct-to-consumer brand strategies.
As India’s luxury watch market grows, Art of Time’s CIRCA strategy shows how trust, online discovery, and demand in smaller cities are shaping the future of luxury shopping in India.
