Jaipur Watch Company’s Bold Bet on India’s Luxury Boom Is Paying Off

The premiumisation trend is gathering  pace in India’s luxury market, driven by rising disposable incomes, evolving consumer preferences, and a growing appreciation for design-led, homegrown brands. Within this landscape, Jaipur Watch Company has carved a distinctive niche by blending heritage storytelling with fine craftsmanship.  Founded by Gaurav Mehta, the brand is scaling its retail presence, product innovation, and international footprint as consumer appetite for luxury strengthens. The brand continues to invest in product innovation, limited-edition collections, and bespoke offerings, catering to a discerning audience that values individuality and narrative-driven design. 

Heritage Remains The Core 

Since 2013, Jaipur Watch Company has built its design philosophy around narrating India’s cultural stories through watches. The brand is known to incorporate elements such as coins, stamps, and traditional art forms, but does not limit itself to a single format.

“Since the beginning of Jaipur Watch Company in 2013, we have been very sure about following a particular theme of design and have stuck to it for almost 13 years. The idea was very simple: stories of India have to be narrated through watches, and not just any watches, but watches that are comparable with international brands in terms of material and composition. But at the same time, they should come up with a story. So, we have always carried stories of India since the beginning of the brand, and I think it is the DNA of the brand. ” said Gaurav Mehta, Founder, Jaipur Watch Company.

Inside India's Luxury Watch Market

The appetite among Indian consumers has really grown very high in terms of absorbing luxury, and that is the reason a lot of international brands that are not present in India are now opening stores, expanding the business, and launching collections that are more thematically based on India. Because of strong long-term growth potential in India’s luxury watch segment, the brand is driven by rising incomes and increasing consumer awareness.

“Looking at the last 3 years, the only market which has grown positively in terms of luxury watches has been India, across the globe. Be it the Swiss market, be it the Chinese market, be it any big market, be it even the US market. So, the appetite for Indians has really grown very high in terms of absorbing luxury. India is rising, and I don't see any problem in that happening for another 5 to 10 years.” He added. 

Major Sales Drive

Jaipur Watch Company currently operates 13 offline stores, with its presence also extending to hotel retail and online platforms. They are located at different 5-star hotels including Taj Lands End in Mumbai, the Oberoi in Udaipur, and Rambagh Palace in Jaipur. The brand also sells through platforms such as Tata CLiQ Luxury and Nykaa Fashion, alongside its own website.

On revenue mix, Mehta said, “65% of our sales currently come from offline channels, while 35% comes from D2C and online platforms. As we continue to strengthen our luxury retail footprint, I see offline contribution rising to nearly 80% over the next 18 months. Luxury is a touch-and-feel category, and for Jaipur Watch Company, the in-store storytelling experience continues to deepen conversion and trust.”

The Prime Minister’s Spike 

A recent surge in demand was triggered after Prime Minister Narendra Modi was seen wearing one of the brand’s watches.

Gaurav added, “The moment the Hon’ble Prime Minister of India was seen wearing our Baagh Watch, it created a massive surge in demand for that single model. It was a validation of Make in India belief from the highest office. Since then, the Baagh has gone on to become our bestseller, with more than 3000 units sold and 1000+ pre-bookings currently, leading to a waitlist of nearly 75 days. What was most emotional for us was not just the spike in sales, but the validation that an original Indian luxury watch story had found recognition at the highest level.”S

Expansion Plans Across India

The company is accelerating its retail expansion with new stores already in progress. “There are four more stores that are under construction right now, as we speak. So, we will have a store in Indore, Hyderabad, and Bangalore. So, these four stores will be live within the next 30 days. We will have 14 stores by December,” Mehta said, adding that the brand is also entering Dubai through offline retail partnerships. Looking ahead, Jaipur Watch Company aims to scale to over 50 offline outlets in India over the next few years.

Collaborations and Artist-Led Partnerships

Collaborations have remained a key pillar in any company's growth journey, helping the brand build cultural relevance and expand its audience base for positioning the brand. While the brand is currently not engaged in any immediate partnerships, its focus is shifting towards meaningful, theme-driven collaborations—particularly with indigenous artists and culturally rooted institutions. This approach reflects a broader intent to spotlight untapped talent while continuing to create distinctive, narrative-rich collections.

The Founder said, “We are not collaborating with any brand at the moment. Going forward, you will see more indigenous and relatively unknown artists partnering with us on workshops and exclusive collections. We intend to bring real artists into the limelight—the recognition they truly deserve but haven’t always received. Over the years, we have partnered with platforms such as Rajasthan Polo, Modest Garage (MG Select), and Bacardi Legacy. Each of these associations has contributed meaningfully to our visibility, consumer engagement, and overall brand growth.” 

“While there are no immediate collaborations lined up, this remains a key focus area for us. Similarly, our collaboration, inspired by the works of Raja Ravi Varma, was a tribute to one of India’s most celebrated artists. It was an opportunity for us to translate his artistic legacy into a unique watch collection, aligning craftsmanship with cultural storytelling,” added Gaurav.

Growth Outlook

The company has maintained strong growth momentum, reporting consistent year-on-year expansion. As the brand is known for being a very traditional watch company. It will continue carrying the old-school designs in our watches. Mehta mentioned, “The initial year since the base number was very good. We achieved more than 150% growth this financial year, and we are hoping to keep expanding in both stores and revenue.” 

Looking ahead, the brand is targeting Rs 100 crore revenue within three years while expanding globally. Concluding the statement, Gaurav said, “We'll grow multifold in the next 3 years and are aiming for such a 100 CR number. We are also going to enter multiple international markets. In addition, Jaipur Watch Company is planning to introduce a sub-brand for something quirky, which will be targeting teenagers and young adults.”