Riding on a 23 per cent surge in the accessible luxury watch segment, Helios Luxe, the premium retail format from Titan Company Limited, has entered into an exclusive partnership with German independent watchmaker Alexander Shorokhoff Uhrenmanufaktur GmbH to introduce its limited-edition mechanical timepieces in India.
The move aligns with Helios Luxe’s strategy to strengthen its portfolio of distinctive global maisons as India’s watch buyers increasingly shift towards premium and story-led brands.
“Luxury selling today is about the intersection of high aesthetics and deep design storytelling. With Alexander Shorokhoff, we are bringing a brand that stands out for its artistic interpretation of mechanical watchmaking,” Rahul Shukla, VP & CSMO, Watches Division, Titan Company Limited, told ETRetail.
Helios Luxe will initially retail the brand across six boutiques, largely in Delhi, Mumbai, and airport locations, with plans to gradually expand distribution as the partnership scales.
The India launch introduces a curated portfolio of 16 limited-edition watches, spanning avant-garde, vintage-inspired, and complication-led creations. Each watch is handcrafted and individually numbered, produced under the brand’s “one man, one watch” philosophy, where a single watchmaker assembles an entire timepiece.
“India represents an exciting new chapter for us. We produce in very limited, numbered editions, and presenting these rare pieces to a large and evolving luxury market like India is both exciting and meaningful,” said Alexander Shorokhov, CEO of Alexander Shorokhoff Uhrenmanufaktur GmbH.
“Globally, we typically have only 16 to 25 watches available at any given time, as our focus is on limited, numbered editions. While Germany currently contributes around 30 per cent of our business and the US is another strong market, we believe India has the potential to become one of our top three markets in the future,” he further added.
Priced between Rs 2 lakh and Rs 6 lakh, the watches will be available exclusively through Helios Luxe boutiques, reinforcing the retailer’s positioning in the accessible luxury category.
According to Shukla, the accessible luxury segment within Helios is currently growing at 46 per cent, nearly double the broader watch market growth of around 23–24 per cent.
“Our accessible luxury portfolio is expanding significantly faster than the market. This reflects the larger premiumisation trend in India driven by urbanisation, rising purchasing power and a growing affluent consumer base,” he said.
Helios Luxe itself has clocked around 24 per cent CAGR over the past five years, with growth accelerating further this fiscal. Till December, the chain had grown around 27 per cent year-to-date.
The retailer currently operates nine Helios Luxe boutiques across Bengaluru, Mumbai, Delhi, Chennai, Goa, Chandigarh, and Prayagraj and plans to expand to 15 stores by the end of this financial year.
Looking ahead, the company plans to fast-track expansion to around 40–45 Helios Luxe boutiques by the end of the next financial year, adding 20–25 stores in the coming year.
Each store typically requires an investment of about Rs 2 crore, including interiors and merchandise, and spans 1,000–1,200 sq. ft. About 60 per cent of the upcoming stores are expected to be franchise-operated.
Helios Luxe has also been strengthening its global brand portfolio. Over the past 18 months, the retailer has introduced 12 international brands, including five exclusive partnerships.
“We will continue bringing such distinctive global brands to India. Given that these watches are handmade and produced in limited quantities, expansion will be gradual,” Shukla said.
“We are currently in discussions with four to five distinctive global watch brands to bring them to India exclusively through Helios Luxe, as we continue to strengthen our portfolio with maisons that offer strong design narratives and craftsmanship,” he further added.
The broader Helios network currently operates 281 stores across India, opening around 40 stores annually, while Helios Luxe is gradually expanding beyond metros into select tier 1 and tier 2 cities as demand for premium watches continues to rise.
“The portfolio mix at Helios has evolved significantly over the years. Fashion watches, which once contributed around 65 per cent, have now come down to about 45 per cent, with the remaining 55 per cent coming from the premium and accessible luxury segments, reflecting the growing premiumisation of the Indian watch market,” he concluded.
