PREMIUM PUSH

With Aston Martin watches and 200 new exclusive stores, Timex India sharpens its premium ambitions and long-term growth play

- By Kishan Singh

TIMEX Group India is accelerating its shift towards the premium watch segment, with Managing Director Deepak Chhabra outlining a dual strategy built around a stronger bridge-to-luxury portfolio and a rapid expansion of exclusive retail.

At the heart of this push is the company's collaboration with Aston Martin, alongside plans to significantly deepen its physical brand presence across the country.

Speaking to BW Retail World, Chhabra said exclusive retail is emerging as Timex India's most important investment priority. The company plans to add 200 new exclusive stores over the next two years, entirely through a franchise-led model. "Our focus now is to aggressively build our exclusive store network, which we believe will be the biggest driver of brand experience and long-term growth," he said.

Aston Martin Association

Timex's tie-up with Aston Martin is driven by two converging forces: rising premiumisation in the Indian watch market and a clear gap in the company's own portfolio. While Timex has traditionally been strong in fashion watches and its core mid-market offerings, its bridge-to-luxury presence was relatively limited.

"Aston Martin really strengthens our portfolio in the bridge-to-luxury segment," Chhabra said, adding that the brand fits neatly into the Rs 25,000 to Rs 1,00,000 price band that Timex was keen to build out. He points to Aston Martin's unique appeal in India, rooted in "elegance, exclusivity and performance," and its strong aspirational pull, underlined by the fact that there are just 180 Aston Martin owners in the country.

The collaboration has resulted in Aston Martin's first-ever watch collection in India. Chhabra believes the timing could not be better. Formula One viewership in the country has doubled, interest in performance-led luxury brands is growing, and Indian consumers are increasingly willing to trade up in watches. “It is the right brand at the right time,” he said.