From fighter jets to sweet-shop clocks: The rise of India’s watch microbrands
Indian watch microbrand Ajwain Watches collaborated with the Indian Air Force to create the IAF Kshitij, a commemorative timepiece. The watch was designed as a formal gift for international counterparts and features unique design elements inspired by fighter jets.
Why it matters
This highlights the growth of niche manufacturing and the intersection of national identity with luxury goods in India's emerging microbrand market.
In November 2025, Vikram Narula, founder of Ajwain Watches, received a call from the Indian Air Force about developing a watch. The Air Force had already prepared a preliminary design and approached other Indian watch companies , but were not impressed with their designs. Vikram suggested changes and asked to meet Chief of the Air Staff, Air Chief Marshal Amar Preet Singh before the project was finalised.
On December 1, he was given a 10-minute appointment in Delhi, and what followed, was a 45 minute conversation.
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