Titan Company is accelerating the expansion of its premium and luxury watch retail network as it targets $2 billion in sales by FY30. The company expects its Helios and Helios Luxe store formats to contribute around 20 percent of total revenue by that time, according to a senior company official.<\/p>\n
Currently, Helios contributes around 10 percent to Titan\u2019s business. The company expects this share to double by FY30 as demand for premium and luxury watches increases nationwide.<\/p>\n
Rahul Shukla, Vice President and Chief Sales and Marketing Officer, Watches Division, Titan Company, said the company plans to increase the number of Helios Luxe outlets that sell watches priced above Rs one lakh to 100 by 2030. At present, the company operates 15 Helios Luxe stores. Helios and Helios Luxe are expected to play an important role in Titan\u2019s growth plans as the company works towards its sales target for the next decade.<\/p>\n
“Every year, we open close to 30 to 40 Helios stores, and this trajectory will continue. However, we will fast-track our expansion of Helios Luxe, considering a robust growth in the accessible luxury space,” Shukla said.<\/p>\n
“We will look at adding around 20 to 25 stores every year. So by financial year 2030, we are looking at 100 Helios Luxe stores,” he added.<\/p>\n
The expansion of Helios Luxe will include a mix of company-owned and company-operated outlets as well as franchise-owned and franchise-operated stores.<\/p>\n
As part of its growth strategy, Titan also plans to expand the Helios Luxe format beyond large metropolitan markets. The company is opening stores in tier II and III cities, including Varanasi, Kolhapur, and Allahabad. Titan expects around 30 percent of its stores to be located in tier II and III cities in the coming years.<\/p>\n
Titan, a joint venture between the Tata Group and the Tamil Nadu government, has set a target of reaching $2 billion in sales by the 2030 financial year.<\/p>\n
“In this, Helios and Helios Luxe will play a significant part. Currently, it contributes to around 10 percent of our business. We are looking at increasing its contribution to our business to around 20 percent by financial year 2030,” said Shukla.<\/p>\n
The growth in the premium watch segment is supported by factors such as economic growth, urbanisation, and an expanding middle class. Over the past three to four years, the accessible luxury category has grown faster than the broader fashion watch segment.<\/p>\n
“In Helios, the accessible luxury segment, which has watches priced between Rs one lakh and Rs 5 lakh, is growing at 46 percent, which is double the rate of the watch category in that segment,” he said.<\/p>\n
This growth has prompted Titan to accelerate the rollout of Helios Luxe stores. The company estimates the accessible luxury watch market at around Rs 4,500 crore, growing at 23 percent annually.<\/p>\n
“Now, we currently estimate it to be around Rs 4,500 crore, growing at 23 percent, and in that, if we can grow at double the category itself, we will be able to take a much larger share over a period of time,” Shukla said.<\/p>\n
Titan operates the Helios and Helios Luxe retail formats to serve different segments of the premium watch market in India. Helios stores offer watches priced between Rs 25,000 and Rs one lakh, while Helios Luxe focuses on luxury watches priced between Rs one lakh and Rs 5 lakh.<\/p>\n
The company currently works with approximately seven exclusive watch brands and plans to further expand its portfolio.<\/p>\n
“We are looking at adding another four to five more exclusive brands to our luxury portfolio,” he said.<\/p>\n
Shukla also noted that India\u2019s Free Trade Agreements with the European Union, the United Kingdom, and other markets could help ease pricing pressures and encourage more global watch brands to invest in India.<\/p>\n
Import duties on Swiss watches have already declined from about 22 percent to 15 percent under the India European Free Trade Association agreement, which includes Switzerland and came into effect on October 1, 2025. The upcoming India-EU FTA is expected to reduce tariffs further. Shukla said consumer interest in watches has also evolved beyond functionality.<\/p>\n
“Watches have become an expression of who you are. It’s now an expression of your mood, your style statement, personality, and your milestone. Watches have become much bigger than that,” he said.<\/p>\n
Helios Luxe was introduced as a platform to bring international watch brands to the Indian market. Over the past 18 months, the format has introduced five exclusive brands and seven other international watch brands in India. The platform has recently added German watchmaker Alexander Shorokhoff to its portfolio.<\/p>\n
“Luxury selling is all about the aesthetics, it is about horology, but it is also about deep design stories, and we are always on the lookout for brands that have such stories to tell,” said Shukla.<\/p>\n
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