AIGNER Watches Gallops Into India's Premium Timepiece Market With Titan Company
3 min read
Throughout history, the horseshoe has been revered as a powerful symbol of good fortune and prosperity. This iconic emblem has transcended cultures and generations, finding its way into various aspects of our lives, including the realm of luxury timepieces. One brand that has masterfully incorporated this auspicious symbol into its identity is AIGNER Watches, which has recently made its grand entrance into the Indian market.
AIGNER Watches, renowned for its iconic designs, high-fashion styling, exceptional craftsmanship, and Swiss-made timepieces, has officially launched in India through an exclusive partnership with TITAN Company Limited. The prestigious launch event, held at the picturesque Gallops, Mahalakshmi Racecourse in Mumbai, was a celebration of luxury, tradition, and innovation. Adding a touch of glamour to the occasion was the presence of esteemed Actor, Director, Producer, and Equestrian, Randeep Hooda, alongside other notable dignitaries.
We caught up with Tony Harris, Sales Director of Jacques du Manoir AG, and Rahul Shukla, Vice President and Chief Sales & Marketing Officer of the Watches Division at TITAN Company Limited to discuss the brand, its differentiating factor and more!
AIGNER's signature horseshoe logo has played a pivotal role in the brand's success and recognition worldwide. As Mr. Tony Harris explained, "The horseshoe is a positive symbol recognized around the world. It doesn't need a language, and it gives us the ability to create product quality that's not just different, but meaningful." This universal appeal has allowed AIGNER to create wristwatches that offer wearers a touch of luck wherever they go.
The brand's entry into the Indian market comes at an opportune time, as the country witnesses a growing demand for accessible luxury in the premium watch segment. Mr. Rahul Shukla highlighted this trend, stating, "We very clearly see there's a lot of growth happening in the premium segment, and we found that there was a gap in the affordable luxury or accessible luxury space, especially in the fashion and Swiss portfolio. We found a gap in the affordable luxury space, especially in the fashion and Swiss portfolio." AIGNER's price range of 46,000 to 92,000 rupees is designed to fill this niche."
The brand's approach to the Indian market is marked by flexibility and quick adaptability. As Mr. Harris emphasized, "We have a very flat management structure. We can work very, very quickly, which gives us a point of difference in the market." This agility allows AIGNER to respond swiftly to market trends and consumer preferences.
"TITAN Company Limited plans to introduce AIGNER watches through approximately 50 carefully selected points of sale across India, including premium watch retailers and high-end department stores. The focus in the initial phase will be on delivering a rich, luxurious experience to consumers, with plans for expansion and possible collaborations in the future" Rahul Shukla further explained.
Interestingly, AIGNER's customer base varies by region. In the Middle East, where the brand is well-established, about 70% of watch sales are to women. However, initial forecasts for India suggest a stronger male customer base, with expectations that female customers will eventually overtake as societal trends shift.
The brand is also mindful of the evolving concept of gender-neutral watches. Their collections include designs that cater to specific genders as well as pieces that can be worn by anyone, emphasizing personal choice over traditional gender norms. When asked about competing with traditional watch brands, Tony Harris highlighted the different motivations for watch purchases. While some buy for horological appreciation, others seek a fashionable accessory. AIGNER positions itself as a brand that can complement a watch enthusiast's collection for special occasions or offer a stylish option for those seeking variety.
Looking ahead, both companies are open to potential collaborations and India-specific designs, although the immediate focus is on establishing the brand and understanding the market. Digital campaigns will be the initial marketing focus, with plans to engage influencers and celebrities as the brand scales up.
This launch is part of a larger trend in TITAN's Helios stores, which have seen remarkable success in the premium watch segment. Shukla revealed that the Swiss portfolio in Helios stores has grown from contributing 3% of the business a year ago to 38% today.
As AIGNER steps into the Indian luxury watch arena, it brings with it not just timepieces, but a blend of luck, luxury, and legacy. In a market where consumers are increasingly seeking accessible luxury and unique designs, AIGNER's horseshoe may just be the lucky charm that sets it apart in India's evolving horological landscape.
