Titan doubles down on premium watches as Helios Luxe brings independent Swiss brand Auguste Reymond to India

Helios Luxe, Titan Company’s curated luxury watch destination, has announced the India debut of Auguste Reymond, a 127-year-old independent Swiss watchmaker, signalling a sharper focus on heritage-led, mechanical watchmaking as Indian consumers move beyond mainstream luxury labels.

The exclusive partnership reinforces Helios Luxe’s positioning as a discovery platform for globally storied, independent brands at a time when India’s luxury watch market is becoming more discerning and knowledge-driven. The launch also comes amid a strong festive performance for Titan’s watches portfolio, underscoring the momentum behind premium and analogue timepieces.

“We are seeing a clear shift in consumer mindset—from familiarity to originality,” says Rahul Shukla, Vice President and Chief Sales & Marketing Officer, Watches Division, Titan Company Ltd. “Today’s luxury buyer is looking for authenticity, craftsmanship and stories that resonate personally. Helios Luxe is built precisely as a destination for this kind of discovery.”

For Auguste Reymond, founded in 1898 and still independently owned, India represents a market where curiosity around fine watchmaking is deepening rapidly. “Indian customers are going a step further than just well-known brands,” says Sundar Klingenberg, CIO and Deputy CEO, Auguste Reymond. “They want to understand artistic watchmaking, mechanical horology and heritage. We see a clear gap here—and that’s exactly where we want to be.”

Klingenberg points to broader macro trends supporting the timing. “India is one of the fastest-growing large economies,” he says, adding that even the top 10% of India’s population represents nearly 150 million potential luxury consumers. Shukla adds that there is a strong expansion of the middle and upper-middle class, along with a rising interest in analogue watches—not just for status, but for gifting, special occasions and self-expression. “In a world full of uncertainty across markets, India stands out as a long-term opportunity.”

Unlike mass luxury brands, Auguste Reymond is entering India with a tightly curated portfolio of handcrafted, hand-assembled and individually numbered timepieces. The India launch includes 23 watches across four collections—Origin, Unity, Heritage 1898 and Magellan—with the Origin Lunar positioned as the hero model, showcasing lunar-surface engraving and a hand-wound UNITAS movement. Prices for the core collection range from ₹1.3 lakh to ₹2.5 lakh, with two statement Origin models priced at ₹4.5 lakh and ₹7.5 lakh.

“As an independent maison producing in limited quantities, we offer authentic distinction,” says Sundar Klingenberg. “Our watches are meant for enthusiasts who value mechanical watchmaking and heritage—not volume.”

All Auguste Reymond watches will be sold exclusively through Helios Luxe boutiques in India.

The Auguste Reymond launch also aligns with Helios Luxe’s broader retail expansion plans. The format is investing over ₹170 crore to scale up to 20 boutiques by the end of this financial year, with a longer-term plan to reach 100 stores over the next five years. Helios currently operates 282 stores, while Helios Luxe has five boutiques.

Shukla says the strategy is designed to address a gap in India’s luxury retail landscape. “We sit at the intersection of aesthetics, horology and worth,” he explains. “Our consumers are extremely discerning. They want craftsmanship, heritage and brands that reflect their authentic selves. Helios Luxe curates independent watchmakers with powerful stories that resonate deeply with who they are.”

The festive season further strengthened confidence in the premium watch thesis. “Helios Luxe had a phenomenal festive season, growing around 27%,” says Shukla. “Watches are inherently a gifting category, but what’s changing is that premium watches are now being bought year-round—as expressions of identity, not just for weddings or festivals.”

At the group level, Titan reported a strong Q2FY26 performance, with the Watches division growing 13% year-on-year to ₹1,477 crore, supported by higher average selling prices and continued premiumisation. EBIT for the Watches division stood at ₹238 crore, translating into a 16.1% margin. The analogue watch segment expanded 17%, while operating leverage helped maintain healthy margins.

Two consumer trends are shaping Titan’s outlook for the coming year. “Premiumisation is clearly visible,” says Shukla. “Our premium portfolio within Helios—above ₹25,000 and ₹50,000—has been growing at 52%, significantly faster than the fashion segment’s 21% growth.”

The second trend is demographic. “India’s younger luxury consumer is not buying watches for status alone,” he adds. “They are seeking authenticity—watches that reflect their personality and values.”

Klingenberg agrees. “The penetration of watches in India is still relatively low compared to developed markets,” he says. “When you combine that with the sheer size of the opportunity, it tells us that the journey for luxury and independent watchmaking in India has only just begun.”

For Helios Luxe and Auguste Reymond, the bet is clear: as Indian consumers grow richer in both spending power and knowledge, the future of luxury watches lies in stories, craftsmanship and mechanical soul—rather than just familiar names.