From first time collectors to Tier-2 tastemakers, India’s premium watch market is ticking to a younger, bolder rhythm
By Hamza Patel, Managing Director & CEO, AP Group
When I first entered luxury retail, a fine watch in India was rarely an everyday choice. It was a milestone purchase, often reserved for later stages of life and bought with a sense of ceremony. Today, that mindset has shifted dramatically, and watching this change unfold has been one of the most interesting parts of my journey in the business.
Luxury watches are no longer just about marking time or success. They have become deeply personal objects. For today’s buyer, a watch reflects taste, values, and how one chooses to express identity in daily life.
What stands out most is where this growth is coming from. The most active segment is not ultra-high luxury, but the ₹1 to ₹5 lakh range. This is where many Indians are entering the luxury ecosystem for the first time. These purchases are not impulsive. They are considered, researched, and intentional. For this audience, luxury is less about status and more about rewarding oneself with something meaningful and well made.
Alongside this, I have noticed a growing curiosity for craftsmanship driven watchmaking. As consumers become more informed, they begin to look beyond the obvious. There is increasing appreciation for philosophy, precision, and restraint. This shift suggests a market that is not only expanding, but also evolving in maturity and confidence.
The demographic driving this change is unmistakable. The strongest demand today comes from consumers between 25 and 40. This generation engages with luxury differently from those before them. They are digitally fluent, globally exposed, and value transparency. They want to understand the story behind what they buy, whether that is the design philosophy of a watch or the heritage of a fashion house. For them, a luxury watch is not something to be saved for an occasion. It is something to be worn, styled, and lived with.
This evolution has also reshaped how luxury must be experienced. From my early exposure to global retail at Harrods, I learned that service is not an add-on. It is integral to the product itself. Personalised experiences, genuine clienteling, and consistent after-sales engagement build trust. When trust is established, loyalty follows naturally. Luxury becomes less transactional and far more relational.
Geographically, I have seen luxury demand move well beyond traditional metros. While cities like Mumbai, Delhi, and Bengaluru remain central, Tier-2 cities such as Ahmedabad, Pune, Jaipur and Chandigarh are emerging as influential markets. These consumers are aspirational, well-informed, and often underserved. Their expectations are high, and they respond strongly to experiences that feel elevated and authentic.
Style preferences, too, are shifting. Sport-luxury watches that balance durability with elegance have become everyday staples. At the same time, fashion-forward designs that blur the line between timekeeping and jewellery are gaining traction. Concepts like House of Cavalli reflect this desire for experiential luxury, where the environment, attitude, and product speak the same language. Similarly, the appeal of Roberto Cavalli and Just Cavalli watches lies in their ability to offer bold design without compromise.
Looking ahead, I believe Indian luxury is entering its most defining decade. We are moving from aspiration to authority. As consumers become more discerning and confident, India is no longer just absorbing global luxury trends. It is beginning to shape its own narrative, guided by taste, intention, and a deeper understanding of what luxury truly means.
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