Titan targets ₹350–400 crore automatic-watch business as premium demand broadens beyond metros
Titan is expanding its in-house mechanical-watch capabilities and premium product pipeline as its automatic-watch business rises from ₹50 crore in FY23 to an expected ₹350–400 crore this fiscal. Demand is increasingly led by breakout towns and Tier 1/2 markets, while watches priced above ₹25,000 are outpacing the mass segment.
What happened
Titan Company · Titan expects its automatic-watch business to reach ₹350–400 crore this fiscal, driven by premiumisation beyond metros. It plans to deepen
Key facts
- Automatic-watch business expected at ₹350–400 crore this fiscal
- ₹265 crore automatic-watch business last year
- Automatic-watch business grew from ₹50 crore in FY22-23
- About 70% of consumption comes from breakout towns and Tier 1/2 markets; 30% from the top eight cities
- ₹25,000-plus segment growing around 35% versus about 15% below ₹25,000
Why this matters
Scale in-house mechanical capacity and premium distribution in Tier 1/2 and breakout towns, where automatic watches above ₹25,000 are driving outsized demand.
What to watch
- Automatic-watch revenue exiting the fiscal year versus the ₹350–400 crore target and management's next-year growth guidance.
- Share of watches priced above ₹25,000, average selling price, gross-margin movement and inventory turns.
- Store-level premium sales contribution from Tier 1/2 cities and breakout towns versus metros.
- New mechanical movement launches, domestic manufacturing/assembly investments and service-centre expansion.
- Competitive activity from Swiss/Japanese brands, discounting intensity and premium-watch promotional financing.