Titan targets 25% share of India’s watch market above ₹25,000

Titan is expanding its mechanical watchmaking capabilities as its Watches Division targets a 25% share of the premium segment priced above ₹25,000, CEO Kuruvilla Markose said.

— Source publishedFri, 18 Sept, 2026, 09:00 IST·First seen Fri, 18 Sept, 2026, 09:05 IST·Source Mint · Companies

What happened

Titan is expanding mechanical watchmaking capabilities to strengthen its premium India watch-market position. Its Watches Division aims to capture 25% of the

Key facts

  • 25% share target
  • ₹25,000 premium-watch segment threshold

Why this matters

Titan’s mechanical-watch push could increase the strategic value of technology, component, design and brand partnerships that strengthen its premium positioning.

What to watch

  • Quarterly Watches Division revenue growth, EBIT margin and average selling price trends.
  • Management disclosure on sales mix above ₹25,000 and progress toward the 25% premium-segment share goal.
  • New mechanical movement launches, manufacturing or sourcing partnerships, and capacity-expansion announcements.
  • Helios store openings, premium-store redesigns and expansion into tier-2 cities.
  • Inventory levels, markdown intensity and working-capital trends in the Watches Division.
  • Competitive launches and pricing actions from Swiss, Japanese, Indian luxury and smartwatch brands.
  • Demand indicators for discretionary premium consumption, including festive sales, wedding demand and urban affluent spending.
  • Expand in-house and partner-led mechanical movement, assembly, servicing and quality-control capabilities.
  • Launch differentiated mechanical collections across Titan, Fastrack, Helios and selective premium brand partnerships, with limited editions to build collector credibility.
  • Increase premium retail presence in metros and affluent tier-2 cities through Helios upgrades, shop-in-shops and experiential watch lounges.
  • Build after-sales capabilities, including trained watchmakers, faster repair turnaround and extended service programs.
  • Use targeted digital campaigns, collector communities and influencer-led education to position mechanical watches as aspirational craftsmanship rather than only timekeeping.
  • Rationalize lower-price assortment and allocate more inventory, store space and marketing toward premium price bands.

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