Ethos Unveils A New Watch Destination ‘City of Time’ In Gurgaon

A new chapter has opened in India’s luxury watch story and it’s nothing short of spectacular. Ethos Watches has launched City of Time in Gurgaon, a 22,000-square-foot horological haven that reimagines what a watch boutique can be. More than just a showroom, this immersive destination blends craftsmanship, curation, and culture under one roof, creating a space that feels more like a sanctuary for time than a retail space.

At the heart of City of Time is an ambitious vision to bring together some of the world’s most revered watchmakers and present them in a way that reflects not just their artistry, but their identity. The space includes seven mono-brand boutiques and two multi-brand galleries showcasing over 50 independent brands. Highlights include India’s very first standalone boutiques for H. Moser & Cie. and Ulysse Nardin—a clear statement of intent about the growing appetite for niche, high-end horology in the country.

Also on site are dedicated spaces for Panerai, Breitling, and Bell & Ross, with Girard-Perregaux and Tudor boutiques expected to open soon. For seasoned collectors and new enthusiasts alike, this is a destination where the best of Swiss watchmaking meets the nuanced tastes of the Indian connoisseur.

But what really sets City of Time apart is how it blends lifestyle with luxury. There’s a bespoke bar and cigar lounge a plush enclave where guests can sip on finely crafted cocktails and sample premium cigars, surrounded by the quiet tick of haute horlogerie. There’s also a Watchmaking Studio, an interactive space where visitors can watch skilled horologists bring mechanical marvels to life, adding an intimate, educational layer to the experience.

The two multi-brand galleries bring a complementary contrast. One, more refined and minimalist, mirrors the discreet elegance of the high complications and independent maisons it houses. The other, bolder and more dynamic, channels a sportier spirit, reflecting the accessible yet aspirational side of fine watchmaking.

Speaking about the launch, Pranav Saboo, CEO and Managing Director of Ethos Watches, called the project a “bold and uncompromising vision” years in the making. “Designed as a sanctuary for horological expression, it is a place where the world’s greatest watchmakers are not merely retailed but represented with dignity, depth, and artistic freedom,” he said. It’s a mission that clearly extends beyond commercial intent—it’s about putting India on the global horological map.

City of Time is now open in Gurgaon, and for anyone even remotely interested in watches, it’s worth a visit. Whether you’re in search of your next grail, eager to understand the nuances of movement architecture, or simply want to enjoy a good drink in great company this is where time, quite literally, comes alive.