Thursday, May 28, 2026 |Navi Mumbai
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This milestone makes buying luxury watches easier in India
Ethos enters Indore with its 100th store, spreading 75 premium watch brands across 32 Indian cities.
Navi Mumbai | editorial@unboxdailyhq.com
At Unbox Daily HQ, discovery matters more than speed. If it's here, we believe it's worth your time.
The Essentials
- Ethos Limited has expanded its retail presence by opening a new boutique in Indore.
- This launch marks the company’s 100th boutique across 32 cities in India, hosting more than 75 premium watch brands.
- Watch enthusiasts across India gain closer physical access to a curated portfolio of international luxury timepieces and dedicated viewing experiences.
The Pulse
Ethos Limited has hit a century of brick-and-mortar retail stores in India with its newest opening in Indore. For anyone tracking where to buy authentic luxury watches in India, this footprint establishes a verified network of 100 boutiques spanning 32 cities. The company has shifted from traditional over-the-counter sales to highly curated spaces, featuring dedicated watchmaking zones, private viewing lounges, and in-house bars at flagship destinations like the 22,000 square foot City of Time in Gurugram.
Where can you find authorised international watch brands in India? You can now visit any of these 100 locations to browse a portfolio of more than 75 premium luxury watch names. This expansion means Indian collectors gain local physical access to global horology partners without needing to plan shopping trips abroad. The retailer has also expanded this network to include Messika jewellery and German luxury luggage manufacturer RIMOWA, centralising premium lifestyle shopping under one professional banner.
The Snapshot
| Feature | Details |
| Store Count | 100 boutiques |
| City Coverage | 32 cities pan India |
| Newest Location | Indore |
| Brand Partnerships | 75+ premium luxury watch brands |
| Jewellery Partner | Messika |
| Luggage Partner | RIMOWA |
| Flagship Concept | City of Time (Gurugram, 22,000 sq. ft.) |
| Stock Exchange Listings | BSE Limited (543532), National Stock Exchange of India Limited (ETHOSLTD) |
| Foundation Year | 2003 |
| Public Listing Date | May 30th, 2022 |
| India Price | Varies by watch model |
The Big Picture
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India’s luxury watch market is moving away from unorganised regional dealers towards highly professionalised national chains. Retailers are racing to secure exclusive partnerships with Swiss watchmakers as disposable incomes rise across tier-one and tier-two cities. While competitors like Kapoor Watch Company maintain a strong focus on major metro capitals, expanding deep into regions like Indore shows a clear strategy to capture wealthy buyers outside Delhi and Mumbai. This retail footprint indicates that premium horology is no longer just a metro phenomenon in the Indian market.
The India Prospective
Having a network of one hundred boutiques across 32 cities means premium watch support and retail access are finally available well beyond the standard four metro cities. If you live in a growing hub like Indore, you no longer need to travel to Mumbai or Bengaluru just to try on a timepiece or get a luxury watch serviced professionally. Local access makes long-term ownership far more practical for Indian collectors outside the capitals.
The Inside Intel
The flagship City of Time space in Gurugram is a massive 22,000 square foot luxury watch lifestyle destination. It is completely unique to the Indian market, combining retail counters with a dedicated watchmaking zone, an in-house bar, a cigar lounge, and private viewing spaces. It transforms a standard retail errand into an exclusive social experience for watch enthusiasts.
The Unboxed Truth
Unbox Daily HQ. advises watch collectors to track the nearest boutique location for their next big purchase. If you are someone looking to build a serious collection, relying on a verified national retailer with 75 brand partnerships is entirely worth your time to guarantee authenticity. The standout benefit is the access to specialised viewing lounges and expert care that a standard storefront simply cannot match. For serious collectors outside major metros, this physical expansion completely changes how you buy premium luxury.
Best for: Affluent watch enthusiasts in tier-two cities who want physical access to authorised international brands without travelling to a metro.
Who Is This For: Perfect for 30 to 55-year-old corporate professionals and collectors in emerging urban hubs who value verified authenticity and dedicated luxury service.
The Checkout
The Source
Ethos India
Is Ethos Watches available in India?
Yes, Ethos operates a verified national network of 100 boutiques spread across 32 cities in India. The newest store recently opened in Indore, expanding luxury retail access well beyond the standard metro capitals. Visitors can browse a portfolio of more than 75 premium international watch brands at these physical locations.
What does Ethos do differently from Kapoor Watch Company?
While competitors like Kapoor Watch Company maintain a strong focus on major metro capitals, Ethos is expanding its physical footprint deep into regions like Indore. Ethos also offers experience-led spaces like the 22,000 square foot City of Time in Gurugram, which features a dedicated watchmaking zone and private viewing lounges.
Who should buy luxury watches from Ethos in India?
This retail network is designed for 30 to 55-year-old corporate professionals and collectors, particularly those living in emerging urban hubs. It is best for affluent watch enthusiasts who want direct local access to authorised international brands to guarantee absolute authenticity. The expansion makes professional watch support and long-term ownership highly practical without requiring travel to a metro capital.
