Titan bets analogue is back: ₹26,000 cr mechanical market triples smartwatches as wearables wobble

CMO Ranjani Krishnaswamy frames analogue as horology's 'third force', citing 16% growth against ~50% smartwatch value decline. Titan leans on story-led mechanical and Swiss lines across Fastrack, Sonata and Raga to recapture wrist real estate from fading smart wearables.

— Source publishedWed, 27 May, 2026, 08:26 IST·First seen Wed, 27 May, 2026, 11:09 IST·Source ET BrandEquity

What happened

Titan's CMO Mainline Analog Ranjani Krishnaswamy details analogue watch resurgence: 16% growth vs ~50% smartwatch value decline. India's INR 26,000 crore

Key facts

  • INR 26,000 crore analogue market
  • INR 8,085 crore smartwatch market
  • 16% analogue growth
  • ~50% smartwatch value decline
  • 1.5 million watches

Why this matters

Watch for Titan to acquire or license Swiss mechanical IP and boutique analogue brands to reinforce the 'third force' narrative and lock in premium shelf space before competitors pivot back from wearables.

Also reported by