Built upon years of expertise and history, Time Avenue is the ultimate destination for watch connoisseurs. They are the purveyors of luxury watches and have grown to be recognized names in luxury horology.
“It has been an exhilarating and rewarding process during these 23 years. My dad started with just 18 watches, which today has grown to a collection of 1000+ watches and many more brands. My clients being family and through the sheer kindness of God, we have had a chance to serve them with bespoke excellence. With a 49-year legacy in the watch business, my father has helped me set up a store which our clients treat as their home. My passion for watches only grows stronger,” says Mr Viraal Rajan, Director of Time Avenue.
Talking about the future of the luxury retail industry in India Mr Viraal Rajan says,” As we know luxury retail or bespoke timepieces have an extremely bright future with things only going upwards. Due to the pandemic, there has been disengagement with customers coming to the store. I wondered how hard a hit the luxury retail business would take. I was gleefully surprised to know it’s been an upward trend nonetheless. Considering the limitations on travel, retail therapy in the luxury sector has created a feel good factor for my clients. They indulge in wearing a different watch every day even though they work from home. My clients are collectors buying bespoke watches not to show off but to create collections for themselves.
Therefore our clients are looking for bespoke value systems. They invest in our products, not just buy them. It’s not fashion, it’s intrinsic value additions to their life. It’s not just the look but the mechanism that comes together as one beautiful timepiece. Creating value through a great timepiece as a form of legacy and lasting creations for family heirlooms is the key initiative of our buyers. Growth of the watches in value is important to our clients. Clients know what they want making our job easier.”
Many industries have seen a shift in consumer buying patterns. We get to know if it’s the same with luxury watches from Mr Viraal Rajan. He adds, “The fact is bigger and better growth with a bright future is the way I see it. Luxury for our clients is a necessity. A beautiful timepiece only accentuates their life better. It’s like once you fly a jet, you assimilate luxury into your life. It’s the same with great timepieces.
Hence a wide diaspora of luxury buyers have created many interesting conversations. I remember one which was like yesterday. As two clients sit side by side, one wearing a watch with low value and the other with very high value stretching into the 40-50 lakh range. The former asks that both their watches show the same time so what’s different. The gentleman politely replies, “Sir, your piece shows your time and mine shows my time in life”. A powerful statement which resonates to date with me.”
Since Time Avenue is about to complete 23 years in the luxury retail industry Mr Viraal says, “It is imperative doing justice to our legacy, a massive stock of bespoke timepieces and a specialisation in what we do as a brand. Not just too many brands but brands that add value and legacy to our buyers. The customer is king and deserves an experience on par to the best luxury stores across the world; we believe that we have definitely achieved that.”
Come invest in your bespoke timepiece with us. Visit: