How Titan Is Scaling To $1 Billion Revenue And Why Gukesh Dommaraju Is Part Of That Story
4 min read
“Our business strategy is driven by exercising the power of the proverbial AND driving both premiumisation and buyer growth.” With that single line, Rahul Shukla, Chief Sales and Marketing Officer, Watches Division at Titan Company Limited, neatly frames the ambition of India’s largest watchmaker. Titan’s watch business is on track to cross the US $1 billion revenue mark within the next two years. A milestone that will require both scaling volumes and sharply accelerating growth in the premium segment.
The latest expression of that strategy comes in the form of a limited-edition timepiece honouring the youngest World Chess Champion, Grandmaster Gukesh Dommaraju named Titan of the Year 2026. But this is more than a commemorative launch. It is a strategic signal.
Premiumisation as a Structural Shift
The road to $1 billion, Shukla explains, will see a doubling of Titan’s turnover in the ₹25,000-plus segment. That growth will be powered by what he describes as a “Brand X Channel framework”. This is an integrated approach that aligns Titan’s expanding brand portfolio with an evolving retail ecosystem. On the brand side, Titan, Raga, Edge, Xylys, Nebula and its international labels will each play defined roles. On the channel side, Helios, Helios Luxe, premium Titan World stores and the broader multi-brand ecosystem will carry the weight of premium storytelling.
Crucially, the transformation begins at product level. Rahul points to “iconic, story-led designs juxtaposed with horological excellence be it the evolution in movement technology, new material exploration, or advanced complications and functions.” The goal is to deliver a visibly elevated assortment from the House of Titan without compromising margins or brand equity.
Storytelling as Strategy
The Gukesh limited edition sits squarely within this philosophy. The ‘Titan of the Year’ platform, launched to recognise individuals whose journeys redefine excellence, is designed to build what Rahul calls “brand love and pride of ownership.” Following the inaugural tribute to Wing Commander Rakesh Sharma, the 2026 edition honours Gukesh. A choice that captures the spirit, perseverance, ambition and confidence of a new India.
The resulting timepiece, limited to 500 numbered pieces translates chess into watchmaking language. An intricate marquetry dial in tiger eye and black agate echoes the geometry of the chessboard. Custom indices subtly reflect the hierarchy and movement of chess pieces. The rotor bears a Grandmaster Knight motif engraved with the inscription “Youngest World Chess Champion at 18.” Powered by Titan’s in-house automatic movement and housed in a rose-gold finished steel case, the watch signals both craft and collectability. More importantly, it reinforces Titan’s push deeper into mechanical watchmaking in the accessible premium bracket.
Helios and the Multi-Brand Evolution
As Titan strengthens its own premium lines, Helios, its multi-brand retail format, has grown roughly 34 percent year-on-year and now contributes about 10 percent of the watch business. Plans are underway to add 50 new Helios stores and introduce 10 new international brands. The expansion, however, is carefully calibrated.
“Our international brands and Helios brands have always been complementary to our in-house brand strategy,” Rahul notes. The positioning is built on a clear understanding of consumer need states, occasions of use and aesthetic diversity ensuring that Helios enhances Titan’s portfolio rather than competes with it.
Helios Luxe, in particular, is designed as a discovery-led destination. “At its core, Helios Luxe celebrates stories. Those of the maisons we partner with, and equally, those of the individuals who choose to wear them. Each brand is curated not merely for its pedigree, but for the narrative it carries - legacy, innovation, or design distinction. The in-store journey is also thoughtfully structured to enable discovery, allowing customers to explore timepieces that resonate with their identity and values. From zoning to walkthrough design, every element is intended to create an immersive and personal experience. Success for Helios Luxe is also shaped by the evolution of the store team’s role - from selling to advising. CRO’s donning the role of a Savant, and who can confidently articulate brand stories, explain movements and craftsmanship, and provide assurance around service and long-term ownership, elevate the experience far beyond transaction,” he explains.
India’s appetite for Swiss watches is growing, yet the category remains niche. “The category is aspirational, but not yet self-explanatory. Consumers admire Swiss brands, but distinctions between quartz and mechanical, heritage and hype, or independent craftsmanship and mass luxury are not always clear,” notes Rahul.
In the ₹1–5 lakh band which is the critical gateway to Swiss luxury the value proposition can feel ambiguous. Add to that concerns around authenticity, servicing and long-term maintenance, and hesitation becomes understandable. For Swiss watches to become a high double-digit share of Titan’s portfolio, Rahul believes the category must be educated before it is sold through clearer storytelling, stronger trade-up pathways, visible after-sales assurance and immersive retail experiences.
Scaling Without Losing Identity
Titan’s challenge over the next two years is not simply numerical. It is philosophical. Can a brand that built India’s mass watch market successfully deepen its premium credentials without eroding accessibility? Can it nurture aspiration while retaining trust? The answer, if Rahul’s power of the AND is to hold, lies in balancing story with substance, scale with selectivity, and national pride with global-grade watchmaking. The Gukesh edition may be limited to 500 pieces, but its significance is broader. It represents a brand intent on chronicling Indian excellence through time while building a premium future measured not just in revenue, but in relevance.
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