Art Of Time Unveils CIRCA In Noida: An Experiential Gateway To Fine Watchmaking
3 min read
Art of Time announces the launch of CIRCA, an experiential luxury retail concept that reimagines how premium watches are discovered, understood, and ultimately owned in India. Conceived as a gateway into the world of fine watchmaking, CIRCA brings together iconic global timepiece brands within an immersive, story-led environment that celebrates craftsmanship, personal milestones and individual journeys with time.
Derived from the Latin word meaning “around” or “approximately,” and frequently used in horology to reference moments in history, CIRCA reflects a philosophy that places time itself at the centre of the narrative. More than a retail address, it is envisioned as a space where watches become markers of identity commemorating first luxury purchases, significant life milestones and the evolution of lifelong collections.
As India’s luxury landscape matures, consumer behaviour is undergoing a meaningful shift. Today’s buyer seeks more than status; they value context, emotional connection and a sense of participation in the story behind what they own. Experience now holds equal weight to heritage and craftsmanship. CIRCA has been created in response to this evolution, offering a welcoming, confidence-led environment that appeals to seasoned collectors and first-time luxury watch buyers alike.
Built on the legacy and expertise of Art of Time, CIRCA bridges the gap between aspiration and ownership. Its philosophy rests on four core pillars inclusive, trustworthy, delightful and refined ensuring that every visitor feels guided rather than intimidated. Whether acquiring a first luxury watch or adding to an established collection, customers are supported through a journey centred on education, storytelling and personal relevance.
Central to this experience is Chronica, a proprietary digital discovery layer designed to personalise engagement. Functioning as a digital companion, Chronica decodes individual preferences, milestones and style inclinations, guiding customers intuitively through their watch-buying journey. By blending human expertise with thoughtful technology, CIRCA transforms the purchase process into one that feels informed, approachable and deeply personal.
From concierge-led private consultations and curated showcases to seamless phygital touchpoints and community-driven events, CIRCA moves beyond the traditional retail format. It positions itself as a cultural ecosystem where horology intersects with lifestyle, emotion and self-expression, encouraging dialogue and long-term engagement rather than one-time transactions.
Speaking on the launch, Gaurav Bhatia, Co-Founder and Director, Art of Time, said, “Most of us remember our first luxury watch and the emotion attached to it. With CIRCA, we wanted to recreate that experience for a new generation of buyers. It is not only about collecting watches, but about helping individuals discover their milestone, their personal style and their own relationship with time.”
Bharat Kapoor, Co-Founder and Director, Art of Time, added, “Art of Time has always been built on trust and enduring relationships. CIRCA is a natural extension of that philosophy. It has been designed to make fine watchmaking feel more accessible and engaging, especially for a new generation taking its first step into luxury.”
As part of its expansion roadmap, CIRCA has launched its first store in Noida, followed by the opening of a Rado boutique in Ahmedabad in March 2026, with additional locations planned across key urban markets, premium malls and high-street destinations. Each space is envisioned as an immersive environment, reflecting CIRCA’s commitment to thoughtful design, curated discovery and sustained engagement with India’s evolving luxury consumer.
At its core, CIRCA represents a significant new chapter for Art of Time building on the group’s established legacy while shaping the future of luxury watch retail in India. It is where heritage meets innovation, where watches tell stories, and where every journey with time begins.
No articles found
