The Story Of Art Of Time’s Rise To India’s Luxury Watch Frontier
5 min read
We remember when Art of Time first opened its doors in Bandra, Mumbai, in 2015. It didn’t arrive with fanfare or lofty declarations—it arrived with quiet confidence and a vision that felt almost ahead of its time. A large-format, multi-brand luxury watch boutique in India? One that could stand shoulder to shoulder with the finest in Geneva or Paris? Even its founders, Gaurav Bhatia and Bharat Kapoor, wondered if the idea was too bold.
But from the very beginning, we saw something different. This wasn’t just a store. It was a statement. A belief that Indian collectors deserved more—more than just a product to buy, more than glossy branding or token luxury. They deserved a space that respected their passion, that matched their discernment, that offered not just watches, but stories. Not just transactions, but trust. We’ve watched Art of Time grow, evolve, and shape a culture around connoisseurship. And in many ways, we’ve grown with it.
The Beginning: A Boutique with a Bold Vision (2015)
The Bandra flagship was a leap of faith. Built with grandeur and designed to immerse, it was India’s first luxury multi-brand concept store dedicated to haute horlogerie. The store’s “shop-in-shop” model brought together the finest maisons under one roof each with its own identity, each telling its own story. It was more than retail; it was a destination. The bold design, the expert service, the editorial-style presentation it all worked to set a new benchmark.
The timing, it turned out, was perfect. Luxury watch brands were beginning to take India seriously. Senior leadership from Switzerland was flying in more frequently. There was talk of expansion, of partnerships. While others watched and waited, Art of Time moved first and that first move turned into a movement.
Three years after their debut, Art of Time expanded to South Mumbai’s upscale Nepeansea Road in 2018, strengthening their foothold in the country’s financial capital. By 2022, the pace accelerated. The retailer launched Montblanc boutiques in Pune and two locations in Chennai—Express Avenue and Palladium—laying the groundwork for a pan-India presence. These weren’t just expansions; they were strategic decisions based on a deep understanding of regional preferences. For instance, while steel watches were rising in popularity, especially among younger buyers, certain cities like Chennai still displayed a strong affinity for gold pieces. These insights shaped their local assortments.
Icons in the Making (2023)
In 2023, Art of Time crossed another milestone by opening India’s first IWC Schaffhausen and Jaeger-LeCoultre boutiques in Mumbai. These weren’t just store openings they were landmark endorsements. Global giants were now entrusting Art of Time with their legacy, brand universe, and customer relationships. It was a clear sign that India’s luxury watch retail scene was evolving and Art of Time was leading the charge.
Simultaneously, the brand introduced the TimeVallée concept in Mumbai, Bengaluru and Chennai elevating the shopping experience further. With multi-sensory storytelling and immersive brand environments, TimeVallée transported clients into the worlds of each maison—blending tactile design with curated experiences that no online platform could replicate. For Bharat and Gaurav, selling a watch was never the end goal. “From day one, our goal was to create an experience at par with the finest boutiques in the world. A decade later, we’re proud to see our vision reflected not just in our boutiques, but in the relationships we’ve built with collectors across India,” shares Gaurav.
Their co-founder Bharat adds, “What stands out most is how our clients have become part of our journey and us, theirs. Our passion has always been to guide them through the world of fine watchmaking with honesty and expertise.” Every boutique functions like a curated gallery part horological library, part community space where conversations and connections flow as easily as coffee and consultation. White-glove delivery, private appointments, and bespoke service add a deeply personal touch to the experience. The staff at each boutique has remained consistent over the years giving an added layer of trust and credibility. Armed with years of experience and industry knowledge, these familiar faces create a warm and welcoming atmosphere.
Art of Time's Journey So Far
Here is their journey so far (2015-2024):
2015 : The first Art Of Time in Bandra, Mumbai
2018 : Art Of Time expands to Nepeansea road, South Mumbai
2022 : A Montblanc boutique in Pune, Maharashtra
2022 : A Montblanc boutique in Chennai Express Avenue
2022: A Montblanc boutique at Chennai’s Palladium
2023 : An IWC Schaffhausen boutique in Mumbai
2023 : A Jaeger-LeCoultre boutique in Mumbai
2024:
TimeVallée by Art of Time boutiques in Mumbai and Bangalore
Panerai boutique in Jio World Plaza and Palladium in Mumbai
Montblanc leather goods boutique
2025:
Panerai boutique at the Mall of Asia in Bengaluru
Jaeger-LeCoultre boutique at the Mall of Asia in Bengaluru
TimeVallée by Art of Time boutiques in Chennai
The Road Ahead: Circa & Hyderabad
As Art of Time steps into its second decade, it does so with the same pioneering energy that marked its beginnings. A new concept Circa is on the horizon, aimed at welcoming a broader community into the world of fine watchmaking. With a fresh, contemporary lens, Circa will spotlight timeless craftsmanship while making luxury more accessible to emerging collectors. At the same time, the brand’s footprint continues to grow. A new TimeVallée boutique is set to debut in Chennai, and a flagship project is underway in Hyderabad- two cities that mark the next phase of Art of Time’s thoughtful, measured expansion.
What started as a dream between two passionate entrepreneurs has become a driving force in India’s luxury watch ecosystem. From curated product selections tailored to regional tastes, to world-first boutiques and immersive brand experiences, Art of Time has reshaped what luxury retail can be. More than watches, it’s always been about time. Time spent with clients. Time invested in relationships. Time dedicated to craft. And, most of all, time well spent building something lasting one tick at a time.
