Timex Group Taps Premium Segment with Aston Martin Watch Launch

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Timex Group India is stepping up its premiumisation strategy with the launch of an Aston Martin wristwatch collection in the Indian market, targeting annual revenue of about ₹50 crore within the next two years. The move aims to capitalise on rising consumer interest in design-led, premium timepieces and burgeoning motorsports culture in India.

Bridging Motorsports and Luxury Watches

Timex India is introducing around 65 unique models of Aston Martin-branded watches, spanning two distinct lines — a sportier range priced roughly between ₹12,000 and ₹25,000, and a heritage-inspired segment priced up to ₹60,000. The sportier pieces draw on motorsports energy, while the higher-end series channels the British marque’s classic automotive design language

According to Deepak Chhabra, Managing Director of Timex India, the partnership fills a “white space” for a true motorsports-centric brand in India’s watch market, where interest in Formula One and performance-inspired lifestyles has grown sharply in recent years.

Ambitious Sales and Distribution Plans

The company plans to sell the Aston Martin collection both online and offline. E-commerce platforms such as Myntra, Tata Cliq and Ajio Luxe will host the range, alongside premium physical retail partners including Just in Time, Shoppers Stop, The Collective, Kamal Watches, Zimson Watches, Swiss Time House, Sethi Watch Company and Ganga Ram Gallery. Timex foresees over 100 points of sale offline for the collection.

Initially, the watches will be imported as part of a global licence held by the Timex parent company; future localisation will depend on consumer demand and performance.

Targeting Premiumisation Trends

The Aston Martin launch is part of a broader shift by Timex Group India toward the “bridge to luxury” segment, complementing its existing licensed brands, including Guess Collection and Philipp Plein, and leveraging a trend of Indian consumers increasingly viewing watches as style and lifestyle accessories rather than mere functional items.

With this expanded portfolio, the company aims to deepen its presence across more affluent consumer segments and solidify its standing in the fast-evolving premium and aspirational watch market in India.

Sales Target and Market Outlook

Timex Group is targeting about USD 3 million (around ₹25 crore) of direct revenue from the Aston Martin line in two years, which — with typical retail mark-ups — translates to a ₹50 crore brand value in India by 2027.

This launch underscores the company’s confidence in a growing demand for premium timepieces among Indian consumers, supported by expanding motorsport fandom and rising disposable incomes.

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