Redefining Indian Luxury Watchmaking
Jaipur Watch Company, a pioneer in the Indian microbrand market since 2013, is charting an aggressive growth path. Founder and Designer Gaurav Mehta announced plans to open 100 new stores within the next three years. This expansion includes two international stores in Dubai and Sri Lanka, building on their current network of 15, soon to be 19, operational stores.
Mehta highlighted the brand's commitment to celebrating Indian stories and culture through its products. "Indian luxury is about celebrating that," he stated, referring to India's well-documented history and multitude of stories. The company's latest offerings, the Premium Baagh collection (starting at ₹75,000) and the Gates of India collection (priced at ₹50,000), exemplify this philosophy by incorporating cultural symbols and design elements.
Market Evolution and Global Appeal
When Jaipur Watch Company began, the concept of an Indian microbrand was non-existent. Mehta noted the significant shift in consumer perception over the last three to four years, with a growing acceptance of Indian products at premium price points. "Premiumisation of Indian products is happening," he observed, crediting Gen Z and millennials for educating peers and parents about the value of indigenous luxury.
Despite a market dominated by established foreign brands, Jaipur Watch Company has carved out its own niche. Mehta clarified, "We are not competing with any international brands. We have found our own niche and clientele." The brand is experiencing unexpected international demand, particularly from Japan, where customers are ordering multiple watches, signaling a global appreciation for its unique Indian-inspired designs.
Craftsmanship, Design, and Sustainability
The design process, heavily inspired by Jaipur's rich history and architectural elements, takes approximately eight to nine months from concept to product. Final assembly occurs in Jaipur, ensuring a deep connection to its roots. Mehta proudly mentioned the use of world-class materials, such as 904L stainless steel—a material typically found in uber-luxury watches and a first for an Indian brand—alongside crystals and automatic movements.
Jaipur Watch Company also integrates traditional Indian craftsmanship, employing local artisans for hand-painted watches and incorporating gemstones, as seen in their "Brides of Jaipur" collection. Mehta's vision includes providing artisans with modern equipment to enhance product finishing. The company is also exploring sustainability through alternative leathers like cactus and apple, and using materials such as khadi and recycled matchboxes for dials, while acknowledging challenges in achieving long-term durability for all sustainable components.
With a projected revenue of ₹80 crore for the current financial year, up from ₹10 crore and ₹25 crore in previous periods, Mehta sees immense potential. He advises aspiring entrepreneurs to be honest and persistent, concluding, "For watches, I feel that we have almost 150 crore wrists to target."