In the January issue of Manifest, we spoke with Rahul Shukla, vice president – sales and marketing, Titan Watches, to discuss the evolving Indian luxury watch space, its association with international watch brands and more.  

As Helios Luxe announced the India debut and exclusive partnership of Swiss watchmaker Auguste Reymond, he outlined how India’s luxury watch landscape is undergoing a decisive shift - from status-led consumption to meaning-driven purchases.

Shukla attributes this growth to three key factors: rising prosperity among India’s middle and upper-middle classes, increased investment and desire creation by global brands entering India, and the democratisation of pricing and retail experiences that have reduced the need to buy luxury watches abroad. “As people become more affluent, they all want to enjoy a better lifestyle, and they’re finding that watches reflect their lifestyle much more than any other accessory,” he said.

Rather than competing purely on scale or popular brand visibility, Shukla pointed out that at Helios, the focus is on curation, engagement and storytelling as tools to build long-term consumer connection. “We are not in the business of selling watches. We are in the business of celebrating those partnerships and bringing them alive to the consumers,” he said.

Shukla also highlighted a broader behavioural shift among Indian luxury buyers. While one cohort still seeks abundance and is brand-conscious, a rapidly growing segment comprises self-made individuals who want their purchases to reflect personal values and stories.

Titan’s premiumisation strategy, he stressed, is rooted in sharp consumer segmentation rather than surface-level communication changes. “Traditional media still plays an important role in driving reach and impact. However, for store-specific or retail-led brands, the approach needs to be far more focused and personalised, and digital channels serve that purpose much more effectively,” he observed.

The article first appeared in our January issue. Get your copy here!