Titan Company deepens focus on mechanical horology as category grows almost 5-fold
Titan Company is expanding its focus on mechanical watchmaking as consumer interest in premium, non-quartz timepieces grows in India. The company is launching its own in-house movement, Vetra, to capture a larger share of the luxury horology market.
Why it matters
This reflects a broader trend of premiumization in the Indian consumer market, where buyers are shifting from mass-market electronics to high-end craftsmanship.
Mechanical watchmaking is entering an important phase in India, driven by a growing consumer appreciation for craftsmanship, engineering and the experience of owning a watch with a mechanical heart, said Kuruvilla Markose, CEO, Watches at Titan Company Ltd.
The context: India, also global markets, is undergoing a massive structural shift away from mass-market quartz watches to premium mechanical and automatic watches. Although, quartz still dominates the overall sales volumes because of its affordability, consumer interest for deeply designed wares, fast-pace of growth and value are heavily tilting toward mechanical horology, as watches have emerged to fashion or lifestyle statements from just being from a mere time-showing devices. A quartz watch is an electronic device powered by a battery, whereas a mechanical watch is a micro-engine powered by a tightly wound spring.
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